Definition

Templated marketing content where only names, numbers, or minor details change between versions. The literary equivalent of mail merge, and just as soulless.

Example Usage

Our personalization engine generates mad lib copy inserting customer names into 47 email variations that all say basically nothing.

Origin

Named after the word game, adopted by marketers in the 2000s with marketing automation growth

Fun Fact

Recipients spot mad lib copy within 2 seconds on average, immediately destroying any illusion of personalization.

Source: Email marketing and copywriting slang

Related Terms

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share of voice

Your brand's percentage of the total conversation or advertising in your category compared to competitors. Basically measuring who's yelling the loudest in a crowded room.

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customer persona

A fictional representation of your ideal customer, complete with a name, photo, and backstory, created to help marketers remember they're selling to humans and not just demographic data. It's imaginary friends for adults with marketing budgets.

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zombie account

A customer account that's technically active but generates no revenue or engagement, cluttering your metrics like digital dead weight. They're not users, they're ghosts.

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identity transference

A psychological marketing tactic where advertisers convince you that buying a product literally transforms you into a cooler, better version of yourself. It's why people name their cars and spend more on vehicle maintenance than their own healthcare. The dark art of making consumers believe they don't just own the product—they ARE the product.

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brand voice

The distinctive personality and emotional tone a brand uses in all communications, from tweets to customer service emails. It's what makes Wendy's roast people on Twitter while your bank sounds like a lawyer wrote everything—which they probably did.

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drop-off

A sudden decrease in quantity, participation, or performance, or the place where you abandon your kids/packages/passengers for someone else to deal with. In business metrics, it's that terrifying moment when your chart takes a nosedive and you need to explain to your boss why engagement fell off a cliff. Also conveniently describes what happens to New Year's gym memberships by February.

📣 Marketing / Advertising

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