The line between marketing content that says, “We know you and care about you” and being so personal that it’s uncomfortable can be a delicate one. Consumers want their communications to be relevant, but they don’t want to feel that their privacy is being violated. For example, if someone’s lease is about to expire on the family sedan and you know from third-party data that they recently had a new baby, you might want to say, “Is it time for more leg room? Check out the great new features we are offering on our 2020 minivans!” What you don’t want to say is, “Hey, it looks like your family is expanding! When your lease expires at the end of the month, why not upgrade to a bigger ride?”
Need help developing relevant communications that your customers and prospects want to hear? Let one of our brand development experts help.