Marketers should view e-mail marketing as a valuable channel that can help build a long-term relationship with a brand-loyal customer.
The first decision a prospect makes when looking at an e-mail is whether to delete it. This is where the "From" name comes in.
During the holidays you will be sending emails regularly. If not, you should.
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.