I've had fun hosting part of the Content stage at #IntegratedLive today, which has meant listening to all sorts of fascinating talks, from advertising best practice, to interactive videos, via user-generated content. A theme that we keep returning to (and my own talk added to that noise, I confess), is the importance of handling customer data correctly.

Tony Kent from sign-up.to gave a great talk on the pros and cons of personalisation sharing some awkward examples of personalisation done wrong. The title for this Passle comes from him, as do these simple rules for email marketing:

• You need robust and accurate data - inaccurate data will damage your company's reputation
• Avoid hyper-personalising at the start of a relationship (it's creepy)
• Keep it relevant. Just because you can personalise, doesn't mean you should.