Study confirms: Personalization can also suck

One of the things I hate the most in the world of online is ‘personalized’ marketing communication from companies. Especially email. You know, newsletters and such. Why? Let me give a quick example.

I’m a member of SAS (Scandinavian Airlines) Eurobonus programme and have been so for years. They send me loads of ‘personalized’ newsletters, and they do whatever they can to befriend my online personae. But whenever I really need them and give them a call, they can almost never do anything for me.

I mean: Absolutely nothing. No better seating. No upgrades even though I’m willing to pay with points. And the list just goes on and on. And what is worse: It doesn’t seem they care. In other words, the ‘personalization’ from my online experience doesn’t exist in the real world. And it comes across as utterly fake.

Now a study from the University of Illinois confirms that ‘personalized’ communication considered not to be genuine and of no real value actually does more harm than good. Seems obvious to me.

It would be great if the people (and I know they are out there) who design whole regimes of ‘personalized’ communication for every occasion would sit up and take note and make sure that promises made are reflected in real life and by real behaviour. But I guarantee they won’t. The only comfort is that if this study is to be trusted, they themselves will be the ones loosing out in the end.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.