Personalizing Your Copy
The most important word in direct mail copy (aside from free, of course) is not "you," as many of the textbooks would have it, but "I." What makes a letter seem personal is not seeing your own name printed dozens of times across the page or even being battered to death with a never-ending attack of "you's." It is, rather, the sense you get of being in the presence of the writer - that a real person sat down and wrote you a real letter. A heavily computerized letter, by contrast, seems less personal. Direct mail recipients, after all, don't need to be reminded that they are real human beings with real names. To the contrary, they need to be assured that the letter they are reading comes from a human being, not a computer and not a committee.
(Taken from 2,239 Tested Secrets for Direct Marketing Success, by Denny Hatch and Don Jackson).