Personalized Advertising Emails Do Not Help MarketingCategory: Science & Technology
Posted: June 15, 2012 08:56AM
We are writing this email to inform you that, for the most part, people like you do not like getting personalized emails from companies. At least that is the result of a recent study from Temple University Fox School of Business.
When dealing with customers, companies do whatever they can to make the experience enjoyable, so the people return. A common way to do this is to use the customer's name to personalize communication. It turns out though that for Internet-based advertising, including email, people do not like having it personalized with their names for privacy and cyber-security concerns. When asked to rate their feelings about receiving such advertisements, the subjects either had negative feelings about them or were neutral, but neutral was as positive as it got.
Not all personalization is unwanted though. Directed advertising that sends out messages based on prior actions are well received by 98% of people. The researchers suggest this sharp contrast is because the directed advertising is not as overtly using personal information. Also there are positive emotions tied into getting an advertisement for desired products.