As Virgin Galactic unveiled its spaceship, I reached for an old email I had received from the company five years ago and still keep neatly folded in a folder.
The letter was addressed to "Dear Future Astronaut." Me, that is. How cool is that? Not "dear subscriber". Not "dear first_name, last_name". Not "dear customer". Future astronaut.
And it was signed not by some "Head of Customer Service" or "Chief of Client Affairs". No, it was signed by the "Head of Astronaut Liaison".
When you sell someone's dream, you treat the dream with the respect it deserves. You stay in character. Even on an automated form letter.