Personalization can be a powerful tool in the marketer’s toolkit to increase engagement and improve relevancy. But let’s face it, when email personalization is done poorly, it is worse than no personalization at all. Consider the email that crossed my inbox last week addressed to someone named “Karl” (my name is Kara). I pressed the delete key without missing a beat.
My response to that poorly personalized email is the type of response that fuels a Marketer’s nightmares. After the countless hours spent writing, editing, designing and deploying an email, to have it hit the trash bin before it is even opened is simply unthinkable.
So, how do you put email personalization to work for you? We’ve put together a list of what to avoid when implementing personalization in your emails: