We all love it when we see our name. The same is true when we receive an email address to us. People that receive personalised emails feel more emotionally attached to the content they are being presented with, it’s more personal and, therefore, the customer feels it is relevant to them in some way as it’s not just blasted to thousands of other people. According to a study by Direct Marketing Association “Targeted emails generated 58% of all revenue for the marketers surveyed, and 36% of revenues were driven by emails sent to specific target selections.”
We don’t mean you should include the customer’s name in every sentence. “Hi John, We thought you’d like to know, John, that your website could be improved. John, if you want to take advantage of a free…” This just screams automated email. Write naturally and like a human.