Consumers love personalization. Whether it’s a perfectly tailored suit, a one-of-a-kind car color, or a bartender calling a patron by their first name from the moment they sit down – it’s hard to say no during a personalized experience.As a result, personalization is now a cornerstone of digital marketing that’s being adopted by brands and companies of every size. According to a report from Forrester Research, approximately 83% of all digital marketing professional have been using personalization techniques for at least a year. And the reason is obvious. An audience that receives personalized messages has greater engagement.Gathering enough personal information of current customers and prospective clients might seem like a daunting task, but that couldn’t be further from the truth. Marketing Tech recommends allowing recipients to opt into your emails is the best place to start, and you can add an additional layer of personalization by letting them select the types of content they want to receive. For example, one consumer may prefer discount codes while another might be looking for product recommendations. Giving customers access to the driver seat means they’ll likely engage with the content.