Handle With Care - Personalization Power
While personalization — the utilization of a person’s name or relevant information, including images, on a communication — is moving along at warp speed, the goal behind this technology is relatively simple. “Capture the attention of the reader and hold that attention long enough to get the message delivered,” says Bart Foreman, president of Group 3 Marketing, a relationship marketing company based in Wayzata, Minn. But like any technology, significant hurdles linger in the distance, including those that may be erected by the prospects themselves. Like knowing too much about your date before you go on that date, when poorly handled, personalization can be a big turn off. Here’s how to wield this powerful tool carefully.