Has your brand’s quest for friendship backfired?

Personalisation is common practice. But new research from Pure360 shows that buddying up to your customers can be seriously bad for your brand.

According to a recent survey of 1,000 UK consumers, more than a third went so far as to call overly-familiar emails a ‘deal breaker’, putting some brands in serious peril.

But if overly-personal emails are poison, what makes consumers click?

Pure360 explains: “The challenge for marketers is how to grab attention and produce messages that recipients look forward to receiving without straying into ‘false friendship’ territory. This means enticing customers with highly relevant information and offers they can’t resist.”

In “Forget friendship”, a new report, Pure360 argues that the right combination of clarity, temptation and relevancy can drive user engagement with marketing emails.

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