I personally disagree with Lynn Gaertner-Johnston. Her two articles, "Help Customers Think Positively" and "Personalizing a Mass Mailing- Yes You Can!", make it sound like personalizing a message is quick, simple, and easy, when it is really the opposite.
The email she received from IX Web Hosting is, in my opinion, a poorly personalized message. Phrases that Gaertner-Johnston considers customer-oriented, such as "sincerely delighted" and "always happy to hear what you have to say," sound like overly done, fake emotions a company tells every customer to make them feel appreciated, when they really couldn't care less.
I believe that to make a truly effective personalized message, a company would have to get to personally know their customers. Without this element, it is exactly as the students in Lynn Gaertner-Johnston's business writing classes said, "...it is virtually impossible to personalize their mass mailings."
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