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When it comes to personalization, most marketers don’t get it right. They either do too little—e.g., indiscriminately blasting the same message and offer to everyone—or they go way too far, making people feel spied upon.
Think about it this way: We call people creepy when they get closer to you than you want them to be. It gets worse when they seem to know a lot about you and proceed to act like a stalker.
People can detect manufactured friendliness from miles away.