You get less then one seconds for someone to scan the subject line of that email before they delete it as junk. If that line has their name and your name and they are already a legitimate customer, they will open the email. If that line has their name and your name and you are a company they've been thinking about doing business with, they will read it. If that line has their name and the name of anything they are legitimately interested in, they will read it.

Suddenly, it's not spam. It's information that matters.

Don't miss the point here. Don't miss the opportunity.