For the most part: no, it definitely isn’t. But the answer to the overhanging question of this post is certainly one that bears nuance.
There still appears to be an ongoing sea change in attitudes to personalisation from marketers, customers, and the internet’s main gatekeepers.
Some marketers may have to completely transform their strategy based on these revelations, while some may need to assess whether what they’re doing is worth what they’re investing in it. Others may just need to take a step back and remember that any equipment in a marketer’s arsenal is only as effective as the principles that drive it. For those that believe sending an email blast with the subject line "How we’re supporting our customers during COVID-19" to their entire subscriber list – irrespective of how engaged they are or when they last interacted with your business – is an effective use of personalisation, maybe personalisation is in fact dead in the water.
