You wouldn’t believe how many extra ‘opens’ you will have just by doing this small adjustment to your next email campaign. All you have to do is refer someone by name by using this variable “%FIRSTNAME%”. Think about it for yourself…if you were receiving a bulk email…which one would you prefer to read or open? The one with your name on it which sounds more personal or the one which is generic with too many images that takes an hour to load.
If possible, you should always…personalize your marketing email to greet and address each recipient personally. It can be as simple as saying “Dear First Name”. Often you will use first names but for some of your email campaigns, Last Name might be more appropriate. In that case, just use the variable “%LASTNAME%” and you are done.