“Dear David … Oops, I Mean Carolyn” – Blunders in Marketing Automation
Ah, the blunders of automation.
In the “old” days, when direct mail personalization was the shiny new penny, there were critical quality control procedures in place to ensure the right personalization data was being ink-jetted/lasered onto the right creative package/offer. We made sure the address data in each record matched the personalized salutation and output on the order device.
Now that the email world has collided with database automation, QC efforts seem to be non-existent. As a customer, I’m insulted. As a marketer, I’m embarrassed for our entire industry.
I first noticed the problem about 8 years ago when I got an email that started “Dear First Name”—it took everything I had to not choke on my morning latte. “Hmmm,” I thought, “somebody’s going to get fired for this one.”
Apparently, this “somebody” packed their bags and got a job managing email at yet another company, because their next email faux pas was an email personalized to me, but read, “Since you live in Arkansas …” Really? I don’t think I’ve ever even visited Arkansas, so either you’ve got the wrong Carolyn, or your data is really, really bad.
Or how about those sales people who look like they’re sending a 1:1 email, but the results have gone completely awry? The sender is so lazy, they’ve clearly just cut and pasted different text together—different fonts, different font colors, different font sizes.
My favorite one started, “Dear Carolyn, We get it too!” Huh? Did we meet and have a conversation about something and I dozed off?
Roger Connors, Author, Co-CEO/Co-President, Partners In Leadership at Ozprinciple.com, emails me regularly with a “Dear David” salutation. Absolutely no idea who these folks are, why I’m on their email list and why they think my name is David. And it seems Roger isn’t trusted to email by himself because his emails always come from Roger Connors and Tom Smith. Who is Tom and why won’t he let Roger send out an email alone? Perhaps because he’s never accurate with the name of his target? Nice QC supervision there, Tom.