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Let’s face it—collecting more data on your email subscribers can feel like pulling teeth. We all know that having a subscriber’s first name can make our emails more personal and engaging, but getting people to fill out those preference forms? That’s the real grind.

Over the past six months, I decided to tackle this challenge with a little creativity and a lot of humor. Instead of using the typical “Dear Friend” or “Hello Valued Subscriber” placeholders for subscribers who hadn’t shared their name, I started experimenting with something completely different: quirky, playful alternatives.

And guess what? It worked. Not only did it bring a smile to my audience, but it also gave me the data I needed to personalize future campaigns. In this post, I’m going to share how this simple tweak led to a 28% completion rate for my preference center—up from just 8%—and even turned into a mini “easter egg” hunt for some of my subscribers.

Let’s dive in!

The Problem with Traditional Placeholders

We’ve all seen (and probably used) the standard placeholders for emails when a subscriber hasn’t shared their first name. “Dear Friend,” “Hello Valued Customer,” or even a generic “Hi there” might seem harmless enough. But let’s be honest—they’re also forgettable. Worse yet, they can make your email feel impersonal like it’s coming from a faceless corporation instead of a human.

For years, I stuck to the safe route, relying on these placeholders to avoid the dreaded [First Name] mistake (you know, where the email accidentally says “Hello [First Name]” instead of an actual name). But the more I thought about it, the more I realized that these generic greetings weren’t just neutral—they were a missed opportunity.

If subscribers haven’t shared their name, it’s often because they don’t see a compelling reason to. So, what if the placeholder text itself became the reason? What if it was engaging enough to make someone want to update their preferences? That’s when I decided to ditch the safe, boring route and try something completely different.

A Fun Workaround: Turning Placeholders into a Game

Instead of settling for the usual “Dear Friend,” I decided to inject a little personality (and a lot of humor) into my email placeholders. For subscribers who hadn’t shared their first name, I started using quirky, playful alternatives. Each one was designed to catch their attention and, more importantly, give them a laugh.

Here are a few of my favorite placeholders from the past six months:

• Spooky Faceless Person (a Halloween favorite)
• Have you considered telling us your name?
• No-Name Nigel
• Mysterious Stranger

The secret sauce? Each placeholder was hyperlinked to my preference center, making it super easy for subscribers to click through and fill out their details if they felt inspired. This approach turned a static piece of email real estate into an interactive (and amusing) touchpoint.

I’ll admit, it felt a little risky at first. Would subscribers find it too silly? Would they even notice? But as soon as the first campaign went out, I knew I was onto something. Not only did I see an uptick in preference center completions, but I also started getting replies. Real, responses from subscribers telling me how much they enjoyed the nicknames and how it made them want to engage more with my emails.

The Results: Humor Drives Engagement (and Data)

The results of this playful experiment were nothing short of exciting. Before introducing these quirky placeholders, my preference center completion rate hovered around 8%. After implementing the new strategy, that number shot up to an impressive 28%. That’s more than triple the engagement!

But it wasn’t just about the numbers. The real magic came from the feedback I started receiving. Subscribers began replying to my emails, telling me how much they loved the creative placeholders. Some even confessed that they purposely avoided filling out their preferences just so they could see what nickname would pop up next.

One subscriber wrote, “I live for these names! Spooky Faceless Person made me laugh so hard I almost spit out my coffee. Now I’m curious—what’s next?” It was at that moment that I realized this wasn’t just a fun tactic; it had become a mini “easter egg” for my audience. They were genuinely looking forward to these little surprises, and that anticipation deepened their connection to my emails.

Beyond the laughs and engagement, the real value came from the data I was collecting. By nudging subscribers to complete their profiles, I now had more first names to use for personalization and better insights for future segmentation. It was a win-win: my subscribers got a good chuckle, and I got the tools to make my campaigns more effective.

Why This Works for Both B2B and B2C Audiences

While this tactic was born out of my love for playful, audience-centric email marketing, it’s far from being limited to one niche. In fact, this approach has the potential to work just as well in B2B as it does in B2C—though the tone and execution might vary slightly.

For B2B audiences, a touch of humor can be a welcome break from the monotony of formal, corporate communications. Imagine receiving an email addressed to “The Mysterious Key Decision-Maker” or “Champion of All Things Budget.” It’s clever without being unprofessional, and it sets the tone for a more approachable brand identity. Plus, it can help cut through the noise of a crowded inbox, making your emails stand out in a sea of sameness.

In B2C, the possibilities are practically endless. From seasonal references (like “Spooky Faceless Person” for Halloween) to completely absurd nicknames (I’m looking at you, “No-Name Nigel”), playful placeholders can tap into the lighthearted, casual vibe that consumers often appreciate. The goal here is to create a memorable moment—something that not only encourages action but also makes your brand feel human.

No matter your audience, the key is knowing your subscribers well enough to strike the right balance. A quirky approach works because it’s unexpected, but it also needs to align with your brand’s voice and the preferences of your readers. For me, it worked because my audience is made up of email geeks who love a little creative flair. For you, it might mean dialing up the wit or choosing placeholders that tie into your industry.

Making It Your Own: Adapting the Tactic for Your Brand

If you’re intrigued by the idea of using playful placeholders, the good news is that it’s easy to adapt this strategy to fit your brand and audience. Here are a few tips to help you get started:

1. Know Your Audience’s Sense of Humor
   Humor is subjective, so tailor your placeholders to match what your audience will appreciate. If your brand is more formal, you might go for clever or witty placeholders like “Future VIP” or “Name TBD.” For a casual, fun-loving audience, don’t be afraid to get silly or even a little absurd.
2. Keep It On-Brand
   Your placeholders should reflect your brand’s personality. For example, a tech company might use placeholders like “Innovator Extraordinaire,” while a foodie brand could go with “Taste Tester in Chief.” Make sure the tone aligns with your overall messaging.
3. Tie It to the Action You Want
   Don’t just make placeholders funny—make them functional. Linking them directly to your preference center (or another data collection form) makes it easy for subscribers to take action without hunting for the right link.
4. Test and Iterate
   Start with a small segment of your audience and track the results. Are more people completing your preference center? Are you seeing replies or engagement increase? Use this feedback to refine your approach and keep experimenting.
5. Celebrate the Unexpected
   Don’t underestimate how much fun your subscribers can have with this. If your audience responds positively, lean into it! Consider switching up placeholders seasonally or thematically to keep things fresh and engaging.

By making the tactic your own, you can use it to build a deeper connection with your subscribers, collect valuable data, and even give your emails a reputation for being delightful to open.

Wrapping It Up: Creativity Drives Connection

What started as a fun experiment turned into a surprisingly effective strategy. By swapping out bland, generic placeholders for quirky and memorable ones, I not only encouraged subscribers to update their preferences but also deepened their connection to my brand. The playful tone brought smiles, sparked conversations, and, most importantly, gave me the data I needed to personalize my campaigns.

This approach isn’t about being funny for the sake of it—it’s about creating a moment that stands out in a crowded inbox. It’s about showing subscribers that you’re willing to go the extra mile to make your emails enjoyable. Whether you’re in B2B or B2C, this kind of creativity can help you build a stronger relationship with your audience and drive meaningful engagement.

So, what do you think? Is this a tactic you could see working for your audience? If you’ve tried something similar, I’d love to hear about your experience. And if you haven’t, now’s the perfect time to start experimenting! Who knows—your next placeholder could be the spark that turns a subscriber into a lifelong fan.

P.S. If you’re looking for more inspiration, make sure to sign up for curated email tips and ideas from Email Love. There’s always room for a little more creativity in your inbox!

Much love,
Andy

Email: [email protected]
Twitter: @emaillove