Personalise your marketing.
In a crowded bar with dozens of voices, when someone speaks your name from across the room, it catches your attention
That is the theory behind direct marketing, where the persons name is implanted into the image as if it was put there originally. The technology though allows only a simple database of names to run a mail merge for this to work. Much like hearing your name in a crowded room, seeing your name in a pile of otherwise “junk” mail makes your pitch stand out.
(Click to enlarge)