Technology makes it easier to target prospects and personalize marketing materials. As you’ve probably learned with your financial planning software, and CRM systems nothing is perfect. You can’t let the technology do the work for you, until you’ve double and triple checked the inputs.
The risk of offending a prospect is greater with personalized marketing than it is with generic marketing.
The reader’s eyes skip right over “Dear Valued Customer,” but if you say “Dear Jeffrey” in a letter or e-mail that goes to Sue … well, she just won’t forget it.