[Morag Cuddeford-Jones:] When you're talking about personalisation, can there be too much? When people sign up, they know they are giving away their preferences so things can be tailored them, but I think there's also a creeping suspicion that companies know a lot more about us than we perhaps want. Can there be too personalisation off the back of that that frankly creeps customers out?
[Joanne Cotterell:] I mean, I guess it could do, whether you personalise a name in a subject line or maybe if you went as far as sending a birthday email if you get their date of birth when they sign up. I guess it's always a little bit scary, but I would say the best way to test it out is by testing it – test personalisation in all areas, and if it doesn't work for you and your customers, you don't have to do it.
I think people …