We have long championed the use of personalisation in direct mail, print, email marketing and of course websites and landing pages.

However, in the run up to last week’s election, the leaders of each political party were very keen on responding to TV audience questions, using people’s first names. In fact Cameron, Milliband and Clegg went out of their way to find out a questioner’s name and then deliver a very personalised response.

So it looks like political parties have embraced personalisation to maximise engagement and hence their chances of success.