Step away from the analytics tool

I love analytics. Show me a graph or chart of how a particular campaign, site, or any type of effort is performing over time and I'm happy. I also love personalization. At this point, I think we all expect a certain level of customization with targeted marketing efforts. These are good, useful tools that can help build relationships... unless they fall into the wrong hands.

A few days ago, I received a solicitation from a company offering some type of service that I didn't quite understand from the description. So, I moved on. Today, though, I got this message (details on the company removed because, well, that would be mean):

Follow Up

I noticed that you had looked at the email that I sent you.

We you able to go to our site, xxxxx and have a look around?
Was there something that turned you away?

If you have any questions about what we do or how we can help you please let me know.

Thanks

Ick.

"I noticed that you had looked at the email that I sent you." This is a textbook violation of the creepy rule. There's a fine line in the personalization world between "I know you" and "I'm watching you." People want to feel respected as individuals, particularly after they've shared information with by filling out a form or making an inquiry.

Following up based on what your stats package is telling you is a good idea, and the text should recognize that you're making a fresh contact -- but it has to be done in a way that still asks permission since there hasn't been any kind of positive response yet. Going beyond that crosses a line.

Use the tools wisely, young marketer.