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Poor Personalization Is Worse Than No Personalization: Yes Marketing Study

Back to surveys. At least this one from email company Yes Marketing is interesting. Turns out that irrelevant product recommendations are the second-most-common reason for not opening email (50%), after too many emails (55%). Over-personalization “creeps me out” (12%) outweighs lack of personalization (11%). In other words, consumer demand personalization is greatly exaggerated – and poor personalization is hurts more than no personalization at all.

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Mapp Marketing Platform Calls Itself a CDP, Calls Marketers Sheep

January 10, 2019

It’s another brutally slow news day, so I’m reduced to reporting that Mapp, the private equity-owned mashup of Blue Hornet email and several marketing products once owned by Teradata, has rebranded itself by calling marketers “sheep”. So clever. Mapp says it’s a “native CDP”, which seems to mean it has a unified customer database. It’s not clear that Mapp also meets the CDP requirement of easily sharing data with external products.

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Amazon Offers More Options for Creating Brand-Tailored Coupons

April 12, 2024

Discounts are becoming ever more important in the digital commerce space and Amazon has responded by enabling the creation of percentage or flat-rate discount coupons for tailored audiences. Brands will be able to target repeat customers, high-spend customers, recent customers or cart-abandoners. Additional audiences, such as promising customers and at-risk customers will be available in the U.S. only.

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