Wie stark sollte man eine Email personalisieren und welche Effekte können hierdurch erzielt werden?

Last week, I was a guest of Responsys at Responsys Interact 2013, and I had the chance to interview Rich Fleck, the company’s Vice President of Strategy.

We covered a range of topics that will appear in an upcoming MarketingSherpa how-to article, but I thought it would be interesting to address some questions from our audience that we didn’t have time to cover in MarketingSherpa webinars and MarketingExperiments Web clinics.

Here are your questions with Rich’s answers:

From Cate: "Can you go too far with personalization where it gets kinda creepy for the recipient? Big Brother-ish …"

Rich Fleck: Yes – there is great temptation to get hyperpersonal with all the data we now have at our marketing disposal. However, it’s important to align personalization with consumer expectations and privacy guidelines...