Overuse of Personalization Hurts Credibility

Overuse of personalization is a marketing trend that we all must be aware of. While ultra-customization (at the individual level) is very doable today with direct mail, email and PURLS (Personalized URLs), overuse will lead to less effective marketing long term as we train our customers and prospects to tune us out, not to mention privacy issues and overuse can lead to less responses as people grow ever more skeptical about what marketing is legitimate and what is not. That was what I recently wrote in an article in Direct. I hope you enjoy the read…

Grant A. Johnson

Johnson Direct LLC