The power of names: A rose by any other name would not smell as sweet
Using a name can be a powerful motivator for a response. From multiple different settings, the effectiveness of your message and the receptiveness of the person to hear it can be greatly enhanced by using their name. Dale Carnegie said it best, the sound of their name bends their ear to hear your message.
From sending out cold call emails, greeting repeat customers, or addressing cover letters, beginning with a name can help. I often make a point of thanking returning participants, people in my group fitness class light up when I remember their name. Additionally, a manager I met highlighted that using the name of a hiring manager you are trying to reach instead of a "to whom it may concern" made a huge difference. But how is it important in marketing?
Beginning communications with a name, especially if these communications are not automated, can demonstrate the extra effort taken to personalize a communication. Names make your customers and recipients feel valued.
However, with email marketing, automation software makes it easy to display at the name at the beginning of an email. However, marketers can increase the likelihood of the email being opened by having an interesting title from a named sender. Having an email from Susie at HubSpot, is likely to be more effective than just HubSpot.
Personalization of marketing communication and micro-marketing have taken off with the advent of databases of consumer information. Using database learnings to differentiate their brand, marketers can also be more effectively target by segmenting the database, surveying subscribers for subjects of interest and then relaying relevant information. Some companies, like Amazon and Netflix, generate user preferences and then recommend additional items of interest which creates another layer of customization and value.