The more you know about someone, the easier it is to talk to them. As you get to know someone’s likes and dislikes, habits and preferences, needs and wants, you can begin to provide them with answers, suggestions and solutions that are a best fit for them. This is modern email personalization in a nutshell! 
Where the goal was once to create a deal or an offer so good it prompted people to buy, today’s email personalization is more about understanding people, to bring them what they want and need, versus just something that’s appealing. The way to do this is with data. By speaking directly to someone in a specific sense, you’re able to make a connection that more often than not results in a positive reaction—be it a click, sale or something else.
