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Should I personalise with the first name?

No, when the name on the list is wrong, empty or the company’s. Yes, when the till wrote it correctly and the email is a birthday or a table already booked. Check ten names at random before switching the field on. The miss is a “Hello, null” or someone else’s name, and that email is never opened again. If the name is clean, it goes only in the greeting; if not, the subject carries the venue and the dish.

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