Professional email marketers know that personalization is crucial in achieving high open rates as people are more likely to spend time reading things that are relevant to them.
Seeing their name on the subject line creates that impression of relevance and prompts them to read through the email to learn about how they can benefit from the content. This is the reason why full-featured auto-responders have become so popular among online business owners and internet marketers.
Auto-responders that automatically include a recipient’s name in the subject line and main text play a very important role in any email marketing campaign. It is these tools that make it easy for online business owners to personalize their emails and consequently get better responses. However, email marketing personalization can easily backfire.