When Personalization Gets TOO Personal

By Rachel Hardin, Sales and Marketing Assistant

These days, the amount of information that is easily gathered about a consumer by researchers can be frightening. Technology is aiding the process of gathering Internet usage / consumer profile information down to the second, and that information is used by sales and marketing executives for personalized direct mail and other sales tools allowing them to connect with the customer on a personal level… or at least that is the goal.

Recent accusations of information misuse and even racial profiling by the Center for Digital Democracy and the US Public Interest Research Group have marketers and sales executives on pins and needles. Everyone wants to hit that fine line between personalization that amazes the consumer and personalization that frightens the consumer (and makes them wonder how they even got that information in the first place).

So, how exactly do you know how to hit that fine line without crossing it? Here are a few pointers to consider on your next personalized campaign:

-Do not include any customer information that is not directly related to the product/service you are offering.

-Avoid including information related to: medical data, financial information, sexual preference / orientation or personal identifiers (i.e. social security numbers, driver’s license information, telephone numbers and/or physical descriptions).

-Has the majority of your audience heard of your company or organization? If they have not, you should be even more cautious about the customer information you disclose as this could trigger a defensive response, not knowing how you acquired this information.

-It is key to make use of ongoing dialog with customers about data collection. Finding out and complying with their preferred level of privacy can help sales and marketing executives gauge the success and professionalism of their efforts.

Personalized marketing campaigns can be a great way to impress potential clients; however, if the information is not used in a respectful manner, your plans can backfire and your campaign will have the exact opposite effect. Consider who you are targeting, what product / service you are marketing, and what sort of reputation your company has with your target audience, if any. After this has been done and your mailing has been dispersed, communication is key. This will lead to an effective, personalized campaign.