Intrusive personalization: 8 things that enrage your customers


    We all receive letters with the headings “Super offer! Discounts up to -50% "or" SALE! ". Every day we drown in a huge number of marketing activities of various companies.

    And most often the fate of such letters is the Basket. Very rarely comes across something really worthwhile, something that you want to discover, read and buy ...

    Every year there are more and more opportunities to personalize the newsletter.

    But can personalization become too personal?

    Customers like to receive personalized offers based on their interests and purchase history, BUT they don’t like it when they closely monitor all their online activity. And it harms the business ...

    1. Too personal ...

    The amount of personalized content should match the stage of customer relationship. Therefore, sometimes the content becomes more annoying than personalized.

    For example, one very large medical company tracked each stage of pregnancy of its clients by the date of their purchase and entered the clients in "very dumb" mailing lists.

    As a result, this PR campaign turned into a nightmare and greatly damaged the brand.

    Tip: Send personalized offers to your clients in tune with your standard “for all” mass mailing list. This will help customers not feel like a hunter’s target.

    2. Too early to get personal ...

    You should not immediately use everything that you have to make a SUPER personal offer. Such pressure can frighten the customer ... Especially when he is in the stage of getting to know your brand.

    For the first letter, it will be quite enough to simply add his name in the greeting. (Letters that do not contain the elementary name of the client in the greeting are immediately sent to the trash).

    You can add a bit more personalization and dynamic tags to this client’s next letter.

    Tip: Wait until the client passes the stage of getting to know your company, then add personalized content to the letters, which is based on his behavior on your site.

    3. Personalization based on rare requests ...

    For example, a woman can look for children's things for a gift to her friend or someone from her relatives. The fact that she was looking for a baby bottle on the Internet does not mean that she needs to be littered with letters and a banner ad offering baby food in 9 months.

    If someone enters a request 1-2 times - it can be a gift search or just curiosity. If the search queries continue and become more frequent - turn on your marketing to the full.

    Tip: Segment your customers narrowly to ensure you send the right email to the right customer at the right time.

    4. Good suggestion, serve lame ...

    It is important that the client receives not only a good offer, but also at the right time. Essentially, content is what you offer. And the context is when and where you offer it.

    Continuing the theme of children's products, if a woman bought a child seat from you, WHAT IS THE PROBABILITY WHAT DOES IT NEED FOR ANOTHER ONE?

    Accordingly, she will most likely send a letter offering your new products in this category to the basket.

    While the offer of a children's rug in a few months will be quite appropriate.

    Tip: Do not use personalization simply because you can and you have data. Use it wisely.

    5. Be careful with geolocation ...

    Using a client’s geolocation is a great way to make a personal offer, but it’s important not to miss.

    If a customer is looking for a place to eat in Chicago while on vacation and then returns home to New York, he should no longer send a selection of Chicago restaurants.

    Customers who continue to be bored with such offers regularly write complaints on social networks, which harms your brand.

    Tip: Make sure your geo-targeting is working correctly and configured for the current location of the client. Regularly update the information. Many services now allow you to determine the client’s geolocation directly at the moment of opening the letter and instantly substitute the desired content inside.

    6. There are too many of you ...

    All is well, that in moderation ... If you send the same letter to customers every month, but they do not open it and do not answer, WHAT ARE THE CHANCE THAT THIS WILL EVERYTHING HAPPEN?

    Before you send something to them again, see if there was any activity on the part of the client in response to your many letters. Filling them with letters will more likely lead to them unsubscribing and never returning than to what they will buy from you.

    Tip: Be sure to monitor the activity of clients on your site when receiving emails. If they still haven’t made their first purchase within 30 days, slow down. Reduce the number of emails sent to them.

    7. Do not get involved in social networks ...

    Have you had cases when you tagged your geolocation on social networks and they immediately started showing ads for places near you?

    Using geo-targeting by customer social profiles is more personal than tracking visits to your site.

    The client immediately raises the logical question, “What else has become of my personal public?”

    Tip: Do not get carried away with advertising or personalized letters that are based on activities in social profiles of clients. Always remember that you are trying to penetrate into a very personal one, and nobody likes it.

    8. Intrusive retargeting ...


    Such a persecution is more likely to cause the customer to get angry at your brand and certainly never buy anything from you. 30 days is a sufficient period that a person made a decision to purchase. If not, most likely this is not your client and further display of advertising does not make sense.

    If the customer nevertheless made a purchase, make sure that your ad banner is no longer chasing it. Recheck your campaign settings.

    Tip: Closely monitor the behavior of the customers who show your ads in order to change settings or disable a broken banner at the right time.


    Customers love personalization and always expect it from you. But there is a very fine line between proper personalization and obsession ... don't lose it.

    The client should not feel as if you are breathing in his back, watch his every move.

    Good luck!

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    What personalization do you use?

    • 61.1% Customer Name Substitution 11
    • 38.8% Items that the customer has viewed / bought 7
    • 27.7% Date of purchase 5
    • 11.1% Average bill 2
    • 0% Number of products in the order 0
    • 0% Number of customer purchases 0
    • 16.6% Geolocation 3
    • 22.2% Actions on the site (registration, abandoned basket) 4
    • 16.6% Actions in the letter (opened / not opened, clicked / did not click) 3
    • 16.6% Gender 3
    • 22.2% Date of birth 4
    • 38.8% Other 7

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