Email personalization (i.e. personalizing email subjects and greetings) has become a widely used practice in email marketing. So it always surprises people to hear that personalizing email can actually hurt your email deliverability if not done well and carefully. Most mailing software these days will allow you to personalize email by putting someone’s name in the subject line and salutation, and, not surprisingly, most commercial emailers take advantage of this. After all, using the recipient’s name when addressing them seems like it should be a really good idea.

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