I strongly agree with Lynn. In this day and age, not using personalized communication when it is relatively easy to employ seems foolish and downright lazy. There is substantial competition for consumers and getting their attention can be difficult, their loyalty even more so. A message that lacks a personalized salutation or is written using boring technical terms and negative tones is more likely to be headed to the trash bin. In that case, the message or communication is reduced to a wasted effort.