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Personalization is the process of customizing an experience or communication for a customer based on information such as name, location, interests, etc. Personalized communication can improve engagement and drive more sales. Marketers often send personalized emails that include the customer's name in the subject line to grab their attention, and recommend products based on the customer's interests or past purchases.

What Small and Midsize Businesses Need to Know About Personalization

SMBs often use personalization in marketing emails to boost conversions and click-through rates (when customers clicks on a link in an email). SMBs can also use personalization on their websites to try and increase the amount of time customers spend on the site.

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