Personalized messages have greater effect than non-personalized, because recipient gets the impression the sender realy devoted some of his time to personaly compose the message for him. But when you are doing email marketing, you are addressing a number of contacts. And such approach is not practical. That is why SquizMAIL has email personalization feature that allow you to simply add a special field to the message – e.g. Dear {##Name##} {##Surname##}: Dear Mr. Jon Doe. Converting that field to real data is done by SquizMAIL before emails are send out.