To each contact added to the Audience you can (but don’t have to) assign a personalized greeting (Greetings) depending on the relationship you have with this contact. This may be, for example: Hi Tom, Good morning Mrs. Barbara or Dear Editor-in-chief. Thanks to this, your mailing lists look exactly as if they were sent straight from an email client and are personalized.
To add a personalized greeting to a single contact, click the contact, and change the Greetings field. If you want to add a greeting to multiple contacts as you import them to the Audience, the best way is to create a separate greetings column in the file to be imported.