If it’s worth doing, it’s worth doing RIGHT…


We’ve all heard variations of this sentiment – many credit it’s creation to Hunter S. Thompson in his epic adventure “Fear & Loathing in Las Vegas” (yes I called it epic).  Having spent nearly 7 years in the Army, I vehemently subscribe to this train of thought and often find myself discouraged when business owners and marketers take short cuts to save a buck now, when in reality they could be costing themselves more in the long run. 
Here are 2 recent “personalization” experiences that illustrate the point (I have changed the names to protect the guilty).  In both cases, these prestigious, national brands are applying technology to reach consumers with personalized communications, but the effort is lackluster at best due to some shortcomings on the data side:
 
I am a subscriber to the print edition of Super Cool Business Magazine, although I have not activated or created an online profile with the companion website.  My subscription to the magazine was offered to me via direct mail, and I responded (and paid) via the web, and this is not the only title from the publisher to which I subscribe.  So – let’s recap.  The publisher has my name and postal address, as well as information about other magazine titles they offer to which I also subscribe.  They have my personal email address derived from the online subscription activation/payment as well as online profiles associated with other titles
 
Herein lies the rub – over the last month or 2, my wife has been receiving emails from Super Cool Business Magazine and “trusted partners” personalized to me (“Dear Mark”).  Obviously they have performed some sort of email address append to their file and/or performed some data massaging to “household” my record – the result is that my wife’s personal email address is associated with my name and postal information.  I say to her – “No problem – just forward me the email, and I will go online and update my communication preferences to include my email address instead of yours”.  Easier said than done.  When I clicked the link in the email to make changes to my profile, the only option was to completely unsubscribe.  So I did – too bad for this publisher – now their database is short one email address and who knows how many others experienced the same thing?  All of this results from having the right intentions (combination of marketing + technology) but with poor execution. 
 
My second example comes to us from a respected German automaker; my wife and I both drive cars from this brand and we loyaly use the local dealership for our maintenance and repair needs.  Our vehicles are both model year 2004 sedans, but different models.  The dealership’s use of email as a CRM extension and marketing tool has been sporadic at best.  The various emails we receive related to marketing promotions, coupons, and service appt reminders all seem to be coming from different systems – to the point that the email templates (colors, logos, fonts) seem to have no cohesive design elements connecting them. 
 
Herein lies the rub – the dealership cannot seem to get my email address associated with me and my vehicle, and my wife’s email address associated with her and her vehicle.  They will personalize a marketing message with “Dear Mark”   and reference my Model/VIN# in an email to my wife and vice-versa.  Sometimes, the emails will have her name and my VIN# to my email address.  There does not seem to be any rhyme or reason.  To add insult to injury, there is no way to go online and self-police the data in a communication preference center – again, the only option is to unsubcribe, and the unsubscribe page for each email is different.  We have even made calls to the dealership providing updated information to no avail – it appears that the dealer marketing system, the dealer service scheduling system, and the corporate marketing database are not synchronized. 
 
So what’s the lesson?  Don’t take shortcuts and make sure your data is in order before personalizing communications or at least offer a 2-way dialogue that enables consumers to contribute to the conversation.  Here is a great article on personalizing email communications from MediaPost:
 
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About markdonatelli
I am a Marketing Technology Evangelist with a passion for combining common sense with a sprinkle of technology to solve today's marketing challenges.

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