Personalized Bulk Email
Personalized messages are sent independently of each other and are indistinguishable from regular non-bulk email.
The huge advantage of personalized email is that every message may be individually crafted for the recipient. It is not just the ability to insert the recipient's name - it is full control over the message content.
People generally feel better when they receive personalized messages, especially when they're greeted with their name, not with "Dear Customer", and it is nice to personalize messages to show respect to your recipients.
Unfortunately, personalized email is slow because your bulk email software has to transfer the whole text of every message.