Don’t Call Them by Name; It Bores Them

Published Tuesday, July 11, 2006

“A year or two ago, everyone was putting things like ‘Jay, buy this great sweater,’ in their subject lines,” said Jay Schwedelson, corporate vice president of list firm Worldata. “Then everyone started putting names in their subject lines including spammers and pornographers. Now, so many e-mails are coming with names in their subject lines, that consumers aren’t opening them because they know it’s spam. So in some ways, personalization has become a negative in the subject line.” ...

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