Incorporating personalization, or adding content that makes it appear as though the message was created specifically for an individual recipient, is a great way to connect with recipients, keep them engaged and, hopefully, drive results in the process. The types of personalization vary, but long gone are the days of blasting the same email message to your entire database. We all know better than that. And we know that customers and prospects expect tailored email communications. If you aren't giving them what they want, you might be missing out, too.
Regardless of the approach, personalization can be a win-win for both you and your subscribers. And assuming you have the right data handy, it can be relatively easy.