Thanks for these tips! But - I suspect there’s something of a tension in your advice between ‘wanting to treat people like humans’ and ‘wanting to scale communications to achieve business goals’- that you haven’t resolved. I’m not going to feel more connected with your product/ firm because you sent me an email tailored to the middle-aged somewhat overweight bloke segment, for example. There’s nothing wrong with announcing your fantastic new product to a million (segmented!) folk in the hope that 1,000 of them will be interested enough to take a look. But that’s a different thing entirely from genuine connection, no?