Email marketing for SMBs  often feels like a cycle of sending newsletters that get “decent opens” and basically no sales but if that’s your experience, you’re not bad at email marketing. You’re just doing what most small businesses do: sending the same message to everyone and hoping the right people happen to be in the mood to buy. Personalized email fixes that, but not in the “Hello {FirstName}” way. Real personalization is simple: Send the right message to the right person