It’s a very good idea to break formalities in email marketing.
The one who holds on to it at the mercy of colloquialism does himself a great disservice.
When you read a message from a “Friend” it never fails to warm your heart;
But a message from your boss puts you on edge. Thoughts like “What does he want this time?” “Can’t I ever take a break?” come up.
Its human nature—and it seeps into email marketing too.
Acknowledging that speaking conversationally to your customer is as important as it is, makes a whole world of difference.