How do I decide whether personalization adds value?
Before you personalize a message, write down what changes for the person receiving it. The Oreo representative questioned whether every possible layer of personalization helps a consumer, and the point was relevance more than technical capability.
Check whether the extra information helps them choose a relevant session, understand a product or finish a task. If the only reason is that the message includes something you know about them, reconsider it.
A beginner gets pointed to the right level
Directing a beginner to the correct workshop level makes a message easier to use. Adding unrelated personal details to show how much data you hold doesn't explain the offer any better. Start with the minimum information needed for the useful difference.
Follow your organization's requirements for data use, and bring in the appropriate owner when you're unsure whether information may be used for that purpose.
Then compare the personalized version with a clear general one. Ask a reviewer to say what the extra detail helps them do.