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If I get a bulk email, it feels much less bulky if it greets me with my name. I feel more like myself, less like a number — and I'm more likely to read the message, maybe risk a click or two.
Personalize is key.
If at all possible, you should personalize your marketing mails to greet and address recipients individually with their name. Often, you will use the first name only, but for some campaigns the last name will be more appropriate.
