Organisations are becoming more and more aware of the benefits of personalising and tailoring communication to their customers, particularly emails (Hoffman and Novak, 1996; Postma and Brokke, 2002). With the vast amounts of personal data collected on consumers it can be difficult to know what information to use to personalise the emails. Include too much and you risk becoming creepy; a stalker-like company which could then have the adverse effect and distance the customer from you (White et al., 2006). So the key is to strike a balance, but how?
via Email Personalisation: How personal is too personal? | lol10’s blog.