Email personalization is more than sending a plain text template. When you send a 1:1 email, you consciously have all the context of your recipient in mind. When sending email at scale, you need to replicate this context in your email tool for every recipient (hundreds, thousands, millions of them…). So scaling email personalization is a data problem. Not a marketing problem. Not a design problem. Here's the five tactics we see data-driven teams using to scale personalized email.