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>> well, you know, it still does to some extent it does. and if your e-mail service provider allows you to use the person that youre sending it to, their name in that subject line, then, again, anywhere you can personalize it, you, your -- >> so if someone -- in the subject line you would put, j.j., your best tips for great skin. i feel like that makes it seem more spammy. but is it proven that people open it more if their name is in the subject? >> yeah. i mean, you want it -- this is about per...