Don’t Impersonalize the Personal (Part 1)
Taken from an article (Part 1 & Part 2) at http://www.thecrmdoctor.com

If you are using a Contact Manager or a CRM application to send e-mails or letters to groups of people, there is a detail you need to pay close attention to. You need to make sure there is a Nickname Field for each person and that you use it.  If there is any chance you will send correspondence to someone you know and you address them by a name they do not use, it will be more than embarrassing; it will cost you business and potentially damage the relationship. A great example of this is someone whose name is Robert, but goes by Bobby to his friends. Whenever he gets something addressed to Robert, he automatically knows it is from someone who does not know him.  He gets a letter or e-mail from you addressing him as Robert when it should be Bobby, then his whole attitude changes, especially toward you, and the letter loses all impact. The effect on someone when that happens is like fingernails running down a chalkboard: it really rubs them the wrong way

When you set up contacts in your database, make certain to pay attention to all of the details, including Nicknames. You want to be sure that you address people you know using the name they want you to use and not the name the IRS would use!