If you were standing in a crowded street, which of these would get your attention: “Hi, YOU!” or “Hi JOHN” (assuming your name is John). The power of personalisation can and should be used in your emails. In fact, by simply starting your email with “Hi [subscriber_name]” instead of the boring “Hi there”, you can increase both your reading and click-thru rates by up to 650%. Why? Put simply, it’s because your subscribers feel like they already have a relationship with you as you’ve addressed them by their first name.