8 August 2020IN MY OPINIONBy Bennett Porter, CMO, Booster FuelsIt is no secret that businesses know more about their customers than they used to. Predictive analytics have changed the game. My phone can predict who I'm about to share a photo with and where I'm going to drive next. Netflix can tell me what movie I'm going to love and OpenTable can tell me which meal I can't miss. Marketers now have access to information about their clients' identities, locations, and preferences along with their email addresses. How do we balance this out with the fact that consumers are more ­ now than ever ­ concerned about privacy. We saw the extreme cases where people were targeted and information weaponized to polarize Americans in the 2016 election. There was even a case where a voice assistant recorded a couple's private conversation and sent it to a friend. And, as our voice assistants and our search engine history merges with the advertisements we are shown, many people express growing concern that they are being stalked ­ even more by marketers.We are faced with a dilemma. Personalization is all the rage because our customers feel overwhelmed and buried in unsolicited email. We want to send the right message to the right person. And, while it may be tempting to customize marketing emails to our clients based on all of the data that we have, we also recognize that in the current climate where many people may feel spooked or even stalked by what companies know, there's a new etiquette for using personal information in email marketing campaigns, to the benefit of our customers. Marketing Email Campaigns - Personalized or Intrusive? How to know your customers without creeping them outBennett Porter
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