Email personalization means including specific customer details and tailored content in email correspondence. And this customized marketing approach has quickly become an expectation, rather than a new technique. In fact, two-thirds of customers now expect companies to understand their unique wants and needs.

Take, for instance, this example of a personalized marketing campaign that takes full advantage of their customer's information to make a direct connection.

When you consider that 74% of marketing leaders struggle to scale their personalization efforts, this tactic may seem out of reach for entrepreneurs and small businesses who have even more limited resources. However, with the rise of email automation, personalized email marketing is more accessible than ever.

Email automation software helps you respond quickly to inquiries, introduce your business to newcomers, and consistently communicate with prospects over weeks or months to nurture a lead into a sale. Plus, automation can actually make emails feel more personal, as software ensures that you send the right message to the right customer at the right time, every time.