Do you ever get those emails with your first name in the subject line? “Hey Christina – Your Valentine’s Day Outfit Inspiration Is Here!” or “It’s time to start cooking, Christina!” (Side note: Do people really have Valentine’s Day outfits?)

Well, that didn’t happen by accident. You receive emails addressed specifically to you because some way, somehow, somebody either entered your information into a specific field in an email database, or you signed up yourself.