The popular opinion of managers is that personalisation is essential for improved email response rates (Ellis-Chadwick & Doherty, 2012). But how personal should a company be with their emails? Is the email going to capture the attention of the recipient or will it leave somebody worrying what personal information of their’s is recorded in a company’s data, how that information was captured and how protected it is?
To address the question of how personal is too personal, we will assess the different types of personalisation that companies can implement in their email marketing.
via How Personal is Too Personal – Personalisation in Email Marketing | Sophie Koudoua’s Blog.