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Personalization in email marketing refers to the gathering and use of personal information of a contact to customize communication and change content based on what’s most relevant.

Personalization includes using basic information like name, company name, and job title; demographic information like age, gender, height, job department, and geographic location; or specialized information like customer status, interests, site tracking data, past purchases, and content engagement to create a unique and personal customer experience for every contact.

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