Using a recipient's last name can add a layer of formality and respect, especially in B2B communications. It can also help in creating a more professional tone. Here are some key reasons:
1. Personalization: Personalizing emails with a recipient's last name can make the email feel tailor-made for them. 2. Professionalism: Using last names can add a touch of formality, which is crucial in certain industries. 3. Brand Trust: Personalized emails can build trust and credibility with your audience.