I'm starting to get frustrated by "personalized" e-mails from companies that don't have a clue about my personal preferences.
Take this recent example from United Airlines. My preferred airline carrier recently sent me an e-mail detailing specials on flights that leave out of Washington, D.C. and Los Angeles. After flying with the airline for several years, you would think they would finally notice that I only fly out of the New York City area.
"Personalized" e-mails such as this give off the idea that they are doing customers a favor, when it fact, it's only cluttering their inboxes. It can also make them feel frustrated to see no flight specials leaving out of their airport -- why rub it in?
The entire e-mail was of no use to me, and I was left feeling like the company (from which I spend hundreds of dollars on plane tickets each year) has no idea who I am or what I actually want.
That said, when you try to reach your customers with touches of "personalization," be sure to segment them correctly so it doesn't do more harm than good.