Personalised isn't personal
I don’t know about you, but once I greet or acknowledge a person I seldom use their name during conversation.
So why do so many direct marketers?
Because they get all excited about personalisation.
That pic above is a small snippet from a letter I got today.
It features my name in the headline, as well as in the opening paragraph of copy.
This is some DM guru’s idea of personalised communication.
Just because a DM piece has been personalised doesn’t mean it’s personal.
Quite the opposite in fact. It’s simply a sales vehicle with my name contained within it.
Not only that, but the only person who ever calls me Stanley is my Mum.
I get letters like this quite often. Normally I just throw them away. But this one was from my bank.
Yes my bank! Who want to reward me, a ‘Gold Service Customer’ with a generic DM letter that is anything but personal.