The email I got from my dog’s veterinarian promised me a personalized message.
The word PERSONALIZED was everywhere on that email. Honestly? If it hadn’t been, I wouldn’t have opened it.
So I sat back, prepared to get all weepy with joy at the prospect of seeing my Charlie in an email, maybe even a video.
But it was just a generic, animated email message from someone in the corporate office. The name “Charlie” showed up once, if I recall, but it was clearly just inserted, reminding me of a mail-merge letter from back in the day.
When I see “Personalized,” I have high expectations. Maybe it’s because I know what can be done. The boarding hospital where Charlie was a guest for a week has all of his “data” – like his medical history, date of birth, address, owner’s name (moi), brand of preferred dog food, and best of all, tons of photos and opportunities to have videotaped him during his “vacation” there.
So with taste (and probably some obtained permission from me ahead of time), they could have concocted a truly personalized thank you message after his stay. One I would have saved. One I definitely would have shared.
Don’t throw the term “personalized” around loosely. People will respond favorably if your communication relates to them, but you could lose a lot of mileage if you blow it.