I strongly agree with Lynn on both of her entries. In order to get a positive response from the audience you have to provide information as to how it is beneficial to them. Also, readers tend to pay more attention when it is a positive-based approach opposed to a negative approach.

Personalizing mass mailings is a wonderful idea. You let the reader know that you truly care by taking the time to find out about his/her current situation. Not only do you address it to the specific audience member, but you add specific information that is focused specifically on this one members business with the company. That lets the reader know that you truly do care about their business. I have had the opportunity to use personalized mass mailings at my current employment. We send out letters every year for our annual charity event and instead of using “To Whom This May Concern” or “Valued Sponsor”, we address it to each individual specifically. After the event, we address each sponsor in our follow-up letter and include information based off of each sponsors specific donation. We currently use publisher for our personalized mass mailings.