- 08 May
Customers Prefer Your Knowing Their Needs Over Your Knowing Their Names
by Giles House
We’ve all received direct mail marketing offers and emails from businesses that believe they’re on a first-name basis with us. Most of the time, the greeting might as well say, “Dear INSERT YOUR NAME HERE,” because it’s clear from the context that the company just purchased data from a third party and has no idea who we are or what we need.
Personalization—including use of a prospect’s name in a marketing pitch—is a well-established tactic used by millions of marketers… but does it work? Research suggests not. A study at Temple University’s Fox School of Business revealed that adding a prospect’s name to a greeting was more likely to be perceived as a turn-off than to create a warm lead. More than 95% of study participants reacted negatively to being greeted by name in an email.