May 19, 2015

Dear Subscriber

The reason for adding a subscriber's name as a form field to your messages is to make a closer connection with them. So what happens when you get something like "Dear {Subscriber}"? The exact opposite, right?

Unless you're prepared to spend time maintaining your mailing list, I usually recommend not to use form fields to insert subscribers' names into emails.

First you have to get the name. Asking for a subscriber's name on your sign-up form is possible, but also not a good practice because the more info you ask for at sign-up, the less likely people will be to sign up.

You could, instead, use another tactic to get the name of your subscriber. This is an example that came at the top of an email from Swiss Chalet:


The only thing wrong with this is it arrived 5 days after Mother's Day.

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