The thing is TPM, if you include enough personal data in a mail merge, it's really no different to the recipient - it just saves a lot of time for the sender. We're not talking about a "Dear Coach... love to play for 'your' team..." email. In our case, I seriously doubt coaches ever even knew it was a mail merge.
In my son's case, he contacted about 3 dozen schools, a fairly even mix of D1/D2/D3, w/ a slant towards D3. Very few D1 responses (no surprise), but about half the others, maybe a little more, have responded. Some have asked for summer schedules, some commented on his swing (he included a link to his YouTube channel), some camp invites with personal messages, some generic money-maker types.
IMHO, I think if you take the time to personalize the form letters (as much as that sounds like an oxmoron
![Smile](/static/images/graemlins/icon_smile.gif)
), I doubt coaches would know the difference. But it's much more efficient than simply typing each one from scratch (even after starting w/ a copy/paste).
Also, my son sent a few follow-ups: after he'd gotten his SAT scores, updates after showcases, mid-summer leagues' performance,... each of those didn't require any additional personal notes about how my son likes their program or success rate or whatever... so for those, it was even easier. The only variables in those emails were the coach's name and email address.