News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How brands can recover from overly personalized emails
Email personalization has become an important part of email strategy. Knowing what particular list segments want allows businesses to offer more relevant advertising. But there is the possibility of getting too personal with an email list member; here's how a brand can recover.
Kristina: In 2011 and 2012, the mantra of personalization exploded on the Internet. Is it possible for brands to be 'too personal'?
Rama Ramakrishnan, Founder and CEO, CQuotient: Brands can definitely be too personal. This often comes about when a company is trying to show off its technical prowess and how much data it is able to aggregate. While most consumers are interested in related deals or similar products to their past searches, many are cautious about personal information being available online - birthdays, family structure, income, etc.
Kristina: Once a brand has gone too personal, how can they draw back and reengage those users who may have been turned off?
Rama: This dilemma plagues many retailers with overly aggressive marketing tactics. Once a customer has left, it is rare that they will be willing to engage with the brand again, and to a brand's dismay, they may not be able to reengage that consumer. The best course of action for brands that have over-personalized is to be more respectful of the remaining customers they do have. Over time, with more fitting marketing tactics, a brand can rebuild their reputation and draw defected customers back through demand.
Kristina: What strategies should brands employ to ensure they're personal but not crossing any consumer lines?
Rama: Consumers today are aware that their actions are being tracked; however, there is a fine line. For example, some customers find location-based services as intrusive. A good rule of thumb is to start from the perspective of the consumer and ask, "What do they want?" This approach always works better than, "What do I want to tell them?"
You can read part one of my chat with Rama, including the best email strategies for 2013, here.
- Ad Roundup: New tools to track, serve ads
- How to maximize your content marketing strategy
- Ecommerce Roundup: Payment solutions and an email idea
- How for-profits can capitalize with non-profit strategy
- Study IDs most important shopper for retailers
- Study: Consumers text for customer support
- Study IDs what Apple Watch users are really up to
- Top 3 tips for better triggered emails
Featured White Papers
- Use Social Data To Improve Your Social Marketing Maturity
We all have social data - and lots of it. But are you using it effectively? A brand's social data...