I have a new reason to love Instagram . . . it has provided me with my latest example of personalization gone wrong. It’s an image posted by Jim David on his Instagram account. Clearly, the emails were intended to be personalized but the marketer didn’t have a business name to insert into the name field. So Jim’s email was personalized with the default.
This is another example of how important it is to consider your default settings when you are personalizing anything. When the variable field is empty, what will go in there? How will it read once it does?
This issue is relevant to print, too, not just email. Don’t just include a default — make sure that, when it’s used, it doesn’t undermine your efforts to develop a positive relationship with your customer.
If you haven’t connected with me on Instagram, I invite you to do so, as well.