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These figures can’t be ignored. But, in the rush to personalise, many businesses drop the ball. Data silos, outdated technology, and a lack of coordination across workflows make it harder for businesses to connect with customers on a one-to-one level. This leads to a number of common mistakes. From personalisation that’s too broad and lacks meaning, to over-personalisation that leaves customers feeling overwhelmed and irritated.

When marketers do drop the ball and their efforts to personalise miss the mark, customers are willing to walk away. Gartner found that in a survey of 2,500 customers, over half report they’ll unsubscribe from a company’s communications, and 38% say they’ll stop doing business with a company, if they find personalisation efforts to be “creepy.”

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