There's nothing iffy about Heritage's marketing at all.
If you've purchased from a company, or signed up to a newsletter, most people don't expect an email to say "Dear Sir", "Dear Madam", "Dear Collector", "Dear Interested Newsletter Signer-upper" - they expect it to be addressed to them. Most switched-on companies follow this practise. Familiarity like this is part of the rapport between business and customer.
