Email personalization refers to the practice of tailoring email content to individual recipients based on their preferences, behaviors, or demographics. This can include using the recipient's name, recommending products based on past purchases, or sending targeted offers that align with their interests. Personalization aims to create a more engaging experience, increasing the likelihood of a positive response. By leveraging data from sources like customer relationship management (CRM) systems or website analytics, businesses can craft messages that resonate with each recipient. This approach not only enhances customer satisfaction but also improves open and click-through rates, ultimately driving better results for marketing campaigns.