Back in the 90s we had presentations given to us regularly about the power of direct mail. Funnily enough, the direct mail that worked best was personalised. It wasn’t revolutionary, it was just that “Dear Homeowner” was to become a thing of the past.

If the shop sign says "Irrelevant Bargains Within" the novelty soon wears off.

Of course, the un-tailored communication is still omnipresent: it still spams Continue reading “Personalisation: it’s time to put the consumer back in the driving seat”