It is true that personalized content engages more and more audience. We have been doing some experiments regarding this and the results are quite outstanding. Personalized emails are getting more CTR upto 30% more than normal emails.
Not just emails. Content in blogs and sites can also be personalized and they just work fine too.
Everything personalized even a tweet can get more engagement.
Ask yourself this question if anyone whom you trust say something will you trust him or her more, or will you just trust a billboard?