Most companies send personalized email. Addressing customers by name is great, but making a quality message—something that's actually useful to the customer—is really about drawing on your history with that person.
A Lesson from Cheers
Remember the TV show Cheers and the song that went along with it? "Where everybody knows your name..." Cheers was a TV phenomenon for 11 years in the 80s and into the early 90s, winning Emmys left and right until Seinfeld took over. The entire show took place in a bar called Cheers where regulars bantered and comedy happened - but the real key to the whole franchise was a basic human desire: we all want to have a place to go where everyone knows your name and "they're always glad you came."Read More