getting personal

Direct mail people all know this (and they’re not all that smart): Personalization lifts response.  Never send a “Dear Friend” email when you are capable of sending a “Dear Aimee” email.

Here are some recent comparative stats showing the lift one company got from personalizing subject lines.  Please note that author’s caveats re; open rates in general, and indiscriminate overuse of this technique.

If you are not personalizing your emails one way or another….shame!