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    • When you receive an email from a faceless corporation, sent from a 'do-not-reply' email address, with communication written in the second person, it means that someone is hiding.

      The messaging may well be slick, but it’s not real. Customers don’t feel a connection. They just see the shadow of bureaucracy.

      The most effective organizations don’t always have a signature at the end of every email, but they act like they do. And that's the real point.

      The goal isn’t to personalize the message. It’s to make the message personal.

    • I think it depends on what I’m being sold. Often, there’s a fake intimacy that I find off putting.

      apm, we know you want to improve your podcasting and to take it to the next level. We want you to succeed and are offering you this exclusive special VIP price on our upcoming training.

      Tell me why your product or service is of benefit to me without patronizing and you may just get my money.

    • The goal isn’t to personalize the message. It’s to make the message personal.

      I totally agree with this statement!

      I do wonder how to go about making your message personal at scale? Afterall the reason there are mass mailing lists is to cast a wide net and hope that some percentage of the customers will respond to the message.

      The question is, without segmenting customers into more granular cohorts, how would you make the message more personal?

    • Gee Ranasinha

      My take is that the message is personal from the point of view of the "sender", rather than towards the recipient, if that makes sense.

      As @apm mentioned, many of us are increasingly turned-off receiving "personalized" messaging that invariably comes across as false, insincere, and inauthentic. As consumers, not only are we collectively getting more savvy with martech, but we're getting better at sniffing-out the BS merchants. No-one's impressed receiving a personally-addressed email any more.

      What (still) impresses is content. It's brands talking as though they actually give a stuff about the people they're trying to reach. There isn't a martech stack anywhere at any price that addresses that. Too many so-called marketers are hiding behind tech rather than doing their job.

      I contend the reason much of this stuff fails to move the needle is the messaging content is still the same old corporate crud, albeit updated thanks to tech with with a few user-specific details. In my book that's individualization rather than personalization.

      I'm not saying that segmented messaging isn't relevant, in many cases it can be extremely useful. But if the underlying messages, segmented or otherwise, are still coming from a committee-decided, overly-edited, 'upset no-one' position that effectively strips-out the humanity, fewer and fewer people are likely to take any notice.

    • I think the two things I’m probably swayed by most with marketing emails are: 1) Authenticity and 2) Relevancy.

      Messages tend to be more relevant to me when there is some granularity with how they reach out to customers. Authenticity is one of those things that you know when you see it, but if you work too hard for it you lose it.

      I signed up yesterday for Imperfect Produce after seeing a Facebook ad that was relevant to me and after perusing their website and finding them to be authentically interested in helping with food waste and hunger (in addition to wanting their service... produce delivered to my door. ) They gave off a down-to-earth vibe without being patronizing.

    • Authenticity is one of those things that you know when you see it, but if you work too hard for it you lose it.

      Nailed it right there.

    • I am in three mailing lists that I think achieve this goal pretty well. One is Garrett Robinson's author mailing list, another is Duff's psychiatry, and the final one is JR Raphael's Google-focused newsletter.

      What these three have in common is that the author writes from the heart. Yes, there's products and marketing and calls to action, but it always feels honest. They also ask people to reply to the email (with a question or an opinion) and make sure to reply to people who do.

      I think this is a brilliant way to go from Mass message to personal conversation.