• by Gavin O'Malley , Staff Writer @mp_gavin, December 13, 2013

Hey, you. Yeah, you! Let’s get on a first name basis, stat, and converse as if we go back like big crayons and coloring books. At the risk of weirding out a few customers, that’s the tone brands should take in their marketing and transactional emails, according to Matt Byrd, Senior Email Marketing Manager at WeddingWire. “Get personal,” Byrd told attendees at OMMA’s Email Insider Summit on Friday. It’s about “mimicking” the one-on-one exchanges that we all have with friends and family via email, he said. And, it works. Such efforts have resulted in click rates increasing by as much as 30%, Byrd said. And, it’s all thanks to you!