Personalization. Personalization. Personalization. “Be sure to personalize the content you create and send to customers.” We’ve heard it time and time again. But it is 2018 now, and personalization doesn’t mean what it used to ten, five, or even three years ago. There’s been a marketing evolution, and personalization has evolved into what I, and many others, call “individualization.” Say what? Individualization? What does that even....

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