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Showing posts from May, 2016

Personalization gone wrong

Today I have received another email from Robin Sharma (remember ‘The Monk Who Sold His Ferrari’). No, he doesn’t know me but I get his mailers on a regular basis because I have subscribed to his newsletter. The content is worth reading and I take out time from my schedule to go through it word by word.

This time my marketing antennae caught something weird in his mailer which was directed at my inbox with an aim of trying to soothe or connect with me. We marketers believe that the best form of personalizing an email is to greet a person with his name and our job is done. So even this mail opened like ‘Hi Mandar, …’ but lost sense of personalization in subsequent paragraph. It reads ‘Those of you who have secured your seats from across the planet…’ This clearly tells me that he or his marketing team doesn’t know whether I have subscribed to his upcoming event. So he/they chose to address everybody by leaving the personalization to greeting part of the email only.

They could have easily…