HOW TO TELL IF YOUR PERSONALIZATION IS OVER THE LINE

Summary from the TLDR Marketing newsletter

Personalization crosses the line when a company reacts more aggressively than a customer's actual behavior justifies. One browsing session for a single product followed the author across Instagram, other sites' ad inventory, and their inbox within hours. That reach is exactly what over-personalization feels like from the customer's side. The fix is to run every tactic through three tests: would a customer expect it, does the data meaningfully improve their experience, and is the value worth how sensitive it feels? A purchase or an explicit preference justifies a stronger response than a few seconds of browsing ever should.