{"id":203958,"date":"2025-12-09T18:47:55","date_gmt":"2025-12-09T17:47:55","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=203958"},"modified":"2025-12-09T18:47:56","modified_gmt":"2025-12-09T17:47:56","slug":"how-to-use-personalisation-without-being-creepy","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/how-to-use-personalisation-without-being-creepy","title":{"rendered":"How to use personalisation without making it creepy this Valentine’s Day\u00a0"},"content":{"rendered":"

Valentine’s Day is one of the most emotionally loaded moments in the marketing calendar. People either love it, ignore it or roll their eyes at it entirely. That is what makes personalisation such a delicate balancing act. Used well, it feels thoughtful and relevant. Used badly, it feels intrusive\u2026 and occasionally a bit creepy.\u00a0<\/strong><\/p>\n

Consumers are very clear about what they want from brands. The DMA’s<\/strong> Email Benchmarking Report<\/strong><\/a> shows that targeted, personalised communication outperforms generic sends across almost every metric.\u00a0<\/p>\n

At the same time, broader research indicates that 71 percent of consumers expect personalised interactions<\/a>, and 76 percent get frustrated when they receive content that is irrelevant or clearly untailored\u00a0<\/p>\n

So yes, personalisation matters. The trick for Valentine’s is to use it with the right emotional temperature.\u00a0<\/p>\n

What makes Valentine’s personalisation feel creepy?\u00a0<\/h2>\n

A few things regularly cross the line: <\/p>\n

Using overly intimate language<\/strong>\u00a0
Jumping straight to \u201cWe know you’re planning something romantic\u2026\u201d when the customer has never indicated that is a fast way to get ignored.\u00a0<\/p>\n

Over-analysing behaviour<\/strong> 
You can nudge someone who revisited a category page. What you should not do is say: 
\u201cWe noticed you looked at this gift seven times last night.\u201d<\/em> <\/p>\n

Assuming romantic status<\/strong> 
Not everyone is partnered. Not everyone wants to be. Some people are celebrating friends, family, pets or themselves. <\/p>\n

Using sensitive data<\/strong> 
Financial, health or demographic information should never play a role in Valentine\u2019s recommendations. <\/p>\n

When in doubt: keep it light, keep it respectful, and only use data your audience expects you to use. <\/p>\n

The personalisation that does<\/em> work\u00a0<\/h2>\n

There is a sweet spot between \u201ccold and generic\u201d and \u201cweirdly specific\u201d. Stick to these types of data and you\u2019ll stay safely on the right side. <\/p>\n

Name and basic profile<\/strong> 
A simple \u201cHi Sam\u201d still works. <\/p>\n

Past category engagement<\/strong> 
If someone browsed fragrance last year, show them updated options. If they shop homeware, suggest cosy night-in items. <\/p>\n

Channel preference<\/strong> 
If a segment reliably opens email but never clicks SMS, act accordingly. You can manage channel preferences smoothly using Mail+ Email Marketing<\/strong><\/a>, Mail+ SMS<\/strong><\/a> and Spotler Message for WhatsApp<\/strong><\/a>. <\/p>\n

Zero-party data<\/strong> 
If someone has explicitly told you their size, style, gifting preferences or budget, this is the safest (and most effective) data of all. Tools like Spotler Activate<\/strong><\/a> help you store and activate this responsibly. <\/p>\n

Valentine\u2019s segments worth tailoring for\u00a0<\/h2>\n

The romantics<\/strong> 
Engage every year, click gift guides, shop early. <\/p>\n

The last-minuters<\/strong> 
Browse heavily in the days before the 14th. Perfect candidates for helpful reminders and \u201corder-by\u201d messages. <\/p>\n

The self-gifters<\/strong> 
An increasingly important group. They respond well to self-care, wellness and \u201ctreat yourself\u201d messaging. <\/p>\n

The Anti-Valentine\u2019s crowd<\/strong> 
People who prefer friendship, humour and alternatives to romance. Light-hearted, inclusive content works well here. <\/p>\n

The loyal-but-quiet<\/strong> 
They may not engage with Valentine\u2019s at all, but they\u2019re valuable year-round. Keep messaging gentle and non-romantic. <\/p>\n

How to keep the tone human, not intrusive\u00a0<\/h2>\n

A few rules go a long way. <\/p>\n

Explain the why<\/strong> 
\u201cBased on what you browsed last week\u2026\u201d is more transparent and more trustworthy. <\/p>\n

Offer options\u00a0<\/strong>
Let people choose between romantic, non-romantic or general content.\u00a0
A simple preference interaction inside Mail+ Automation<\/a> can manage this seamlessly.\u00a0<\/p>\n

Keep humour light and self-aware<\/strong> 
A line like \u201cWe promise we\u2019re not reading your diary \u2013 just your clicks\u201d<\/em> can warm up a message without making it weird. <\/p>\n

Use inclusive language<\/strong> 
Avoid assuming who people love or how they celebrate. <\/p>\n

What to measure this February\u00a0<\/h2>\n

Personalisation only works if it works. To keep it healthy, track: <\/p>\n