Check your gmail

I like the term best practice. It makes one feel like they're doing the best they can according to industry standards.

That's why I wonder why marketers sometimes confuse best practice with trends.

Take the current trend among direct digital marketers today:

Their subject lines start with a personalisation of the first name of someone they're targetting.

Yesterday I was clearing out spam from my Gmail account, and I realise that 90% of the emails there began with my first name personalised into the subject line.

90%.

When did you last check your email stats to see this?