from mailoop page:
"A terrific asset to my business! The mail merge builds a trust with (my newsletter subscribers) which can't be achieved in any other way. It's truly the most powerful tool I have -- to be able to use a persons name wherever I want throughout my newsletter. I now have advertisers flocking to me because of the results they achieve through promotion in my newsletter. Advertising revenue this year will exceed $200,000 and a large part of that is due to the capabilities of Mailloop. What do you have planned next?"
-John Abbott
http://www.gonegambling.com
this guy is a real SE Guru. I bet many of you recognize his domain