Journalist Colm O’Regan wrote a rant for the BBC online magazine raising the issue of what he sees as overly familiar email and website text. In the article he raises umbrage with the overuse of his first name and copy which adopts an overly familiar tone.
For some time now online marketers have been stressing the importance of ‘personalisation’ when communicating with customers because people tend to respond better to messages directed specifically at them. However based on O’Regan’s experiences, it would appear some copywriters have taken the concept too far.
Over familiarity can be threatening
We all know that our every online move is tracked by various advertisers with ...Read More