The Personalization icon, 
, in the third toolbar of the WYSIWYG content editor provides options for entering user-specific information into the body of your message. Such information may include a user’s name, address, donation history, and so on. Depending on what you select, the corresponding information will be automatically updated in the message that each contact receives. Such data will be drawn from the contact database and updated for each personalization field inserted in the body of the message.
You can use personalization for the following:
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Insert the user’s name (“Welcome back, Jane!”)
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Ask users to verify their address or email
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Send a user password confirmation