Don’t Personalize Your Marketing If Your Data and Processes Aren’t Ready
This was followed quickly with the email stating: "We know you enjoyed the American—so don't wait—download the next book now and start reading today." As a side note, you so loved this book that you actually rated the book through your reader.
Of course, you are so excited by this because you loved the book prior to this one. In other words, receiving this email was the perfect "aha!" moment!
Now, imagine how disappointed you were to find that 1) you had already purchased this one 2) you had already read this one and 3) you had already even rated this one on your reader. Again, the reader is this bookstore's reader and you only buy books for your reader from this bookstore. How simple should it be to get this right?
This was the exact moment when the excitement of the "aha!" and the love of the brand turned into frustration with the brand and a sense of "you don't even know what I've bought from you!"
So, again, just don't do personalization unless you can do it right. Just don't.
Getting the "aha!" is great but getting it wrong can undo that very quickly. Someone might even write a blog about it.
- Categories:
- NonProfit Pro
- Personalization
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.
