Hyper-personalisation 'has dangers for email marketers'

Businesses should recognise the potential dangers of using click-stream data to target customers, it has been suggested.

Writing for ClickZ, ecommerce expert Jeanne Jennings said that while firms can use knowledge they possess on individual browsing habits to target people with relevant email marketing, they can also scare some potential buyers away.

She claimed that while it is fine to contact a customer who has been looking at products on a particular site, it is important that the customer does not feel as if they are being spied upon.

Ms Jennings continued: "If you tell me in an email that you know I was looking at dresses on your site yesterday, and that you know I didn't buy, that starts getting a bit creepy.

"There's a fine line between using what we know to market effectively and turning people off. You have to know your audience and use your best judgment."

Marketing expert Alexandra English recently told Fresh Business Thinking that targeting messages effectively is important if firms wish to avoid a backlash from disgruntled consumers.

Written by Mark Hainsby