The old Dale Carnegie adage is true: “Remember that a person’s name is to that person the sweetest and most important sound in any language.” People thrive on personalization—the feeling that something is special and unique to them—and this is especially true in business.

While email blasts tend to go out to thousands of people, marketers still find ways to tailor communications to individuals and make them feel special. Research reveals that this strategy works: Personalized email campaigns have 29% higher open rates and 41% higher click-through rates than ordinary emails.

Beyond including a recipient’s name in your email subject line, what does personalization look like in a modern marketing context? To deliver completely customized experiences to customers and prospects, marketers need to anticipate what they need, and serve them the right content at the right…

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