- Making sure that you follow the best practices with your email marketing is key. After all, you want to make sure that it grabs the recipients attention.
- Personalised email greetings are a great way to accomplish this, as they are the first thing that will be seen in the message. By using their name, be it first or surname, it draws the attention of the reader, making them far more likely to read on.
- The use of personalisation also helps establish a bond between your brand and the email recipient. A generic greeting would seem detached, but a directed greeting to the recipient provides a more personal touch.
Source : https://blog.hubspot.com/blog/tabid/6307/bid/23965/9-Email-Marketing-Best-Practices-to-Generate-More-Leads.aspx