1. It’s inspiring to see good examples like these. I am just amused by the fact that Amazon is the king of personalization but they open the email with “Dear Amazon.com Customer” ! I was kind of hoping to see a name… It is clear Amazon see their subscribers as somebody that brings money. I feel that could be crafted in a better way (“Dear Music lover”, etc.). Any thoughts?

  2. I agree with Dorianne. I don’t think the Amazon email is a great example of personalization. They start out calling the recipient “Amazon customer,” and make the broad generalization that, hey, since you like MUSIC you must love BOX SETS, right? Maybe if I’m a 62-year-old die-hard Eagles fan and I still have a 5-disc changer. I’d expect a company like that to dig further into my purchase history and surprise me.

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