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Marketing response rates rise when communication is personalized. That's what the stats tell us. But, what's the point in doing it if you do it BADLY?

Continental Airlines sent me a promotional e-mail today. Here's the subject line: Specials - Not that exciting.
At the top, underneath the menu bar, here's the personalized touch: Specials for Elaine Fogel
Since I have to book a flight for an upcoming speaking engagement, I click on the specials link to see the departures from my home airport. Guess what? None there.
OK, so they got my name right. After all, I am a OnePass (loyalty) member. But, that's where the personalization ended. Why send me a teaser for travel specials if they don't have any from my city? That's a waste of my time. What are the odds that I, or others in the same situation, will open the next e-mail promotion? I'd have to guess that open rates will decline considerably.
Lesson not yet learned by Continental...
Use personalized communication if the message is relevant to the recipient.

Continue reading "Dear Blog Reader: What's the Point in Personalizing Communication?" ... Read the full article

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image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel

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