Fifteen or so years ago, email marketers started following in the footsteps of their direct mail predecessors by including the recipient's name at the top of the message—and often in the subject line, too. And now the practice is coming to Twitter ads.
Coca-Cola has been buying Promoted Tweets that show up in viewers' Twitter feeds and address them by their first names. The ad copy starts with: "Hey [NAME], #ShareACoke is back! Order…" You can see the full promo in the above image.
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