Tailoring email messages for the intended target is a tried-and-true tactic for PR pros.
Readers feel special when they read a message addressed to them, and they are more likely to open emails that speak directly to them. Technology has enabled marketers to get sophisticated with these messages, automating responses and filling in names and company identifiers.
What happens, though, when your automation goes wrong?
Most PR pros with the responsibility of pitching reporters gladly welcome resources that can make their work more efficient and effective, including media lists, pitch templates and automated email tools.
However, these handy resources should also come with a warning. Misuse can erode a potential relationship with reporter, instead of getting your organization’s news covered.
Can poor personalization erode brand trust?
A new study from BuzzStream suggests that “fake personalization” can do damage.