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:
continental.com Specials - Not that exciting.
At the top, underneath the menu bar, here's the personalized touch:
continental.com 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.
Take the first step (it's free).
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