This must be the lowest common denominator in personalised marketing. Sending an email to an existing or potential customer and you cannot either address the person by name or get their name right.
For all the talk about the ability of data to make marketing more personalised, and the technology to enable this personalised marketing at scale, the evidence is that many are struggling.
Most disappointing personally, is the number of agencies, particularly SEO specialists, who email-market addressing their emails to trinityp3.com. To think they are positioning themselves as marketing specialists and yet cannot be bothered to do the most basic of research to find a name to which address their marketing.
Yes, this is entry level and basic. But even many of the larger marketers find themselves making these basic mistakes. I remember working on a project for an insurance company and in the data field for <address_line_1> it read “DO NOT MAIL” on quite a few of the customer records. Lack of and incorrect data is just part of the problem.
Given that we are facing a “cookie apocalypse”, then the requirement for targeting using first party data means that that data needs to be immaculate. Otherwise the old idiom applies – “Garbage in. Garbage out”.
Once we’re able to identify a customer and get their name right, we can move to actually getting to know a customer. There are lots of ways to do…