Email Marketing Personalization, Nullified

I just wanted to share some Null-ification spotted on twitter last week.

Do you see how well personalized this email is? Our friend Null tried to send us a great follow up, just to check in. Actually he is not just a run of the mill Null, he is the best Null according to his sign off.

I definitely like the way his phone number is personalized too. Isn’t that cool? Your name is Null and your phone number is also Null. It must be super custom, because normally phone numbers have more than 4 digits.

The best part of it is that they remembered not to address me by my first name. Yes, some people like that, but I don’t know Null personally, so that would be awkward. If you look very closely, you can see how they left my name out, by the extra spaces between Hello and the comma. One Pro Question remains, did you survey to get this brilliant personalization or was it via analytics?

All props go to @rorycarlyle for sharing this great example of #bad #personalization with us on twitter.

About the Author: Jordie van Rijn is an independent email marketing consultant at EmailMonday and editor of Emailvendorselection.com. You can also find him @jvanrijn.

4 comments

  1. Wow! I see plenty of personalization slip-ups, but I’ve never seen a marketer mess up the personalization of their local agent/rep, which I assume is what they were doing here. My advice with any kind of personalization like this is to have a solid default value.

  2. Like anyone else I’ll always applaud someone for trying, but organisations must undestand that the foundation for successful personalisation of email messages is zero-tolerance of crap data. If the list contains less than perfect records, take them out and get them sorted or don’t use them. Sadly, too many business owners have no clue about quality and just think of numbers, and pressurise staff to conform. Madness really.

    I had a lovely one this morning from a recruitment firm asking me to come along to their seminar on the 21st February. Err, unfortunately I’m unable to go back in time right now as my DeLorean is having its brakes done, so I’ll have to pass.

    It would be even nicer if they had a working unsubscribe link and read their email messages from me asking them to suppress my details. Sigh……

Leave a Reply

Your email address will not be published.