You are an email marketing and copywriting expert. Write a detailed, 2100-word guide on personalization tokens. The guide must cover: 1) Common personalization tokens (name, location, company), 2) Beyond basics (product recommendations, dynamic content), 3) Setting up tokens in email platforms, 4) Data hygiene and fallbacks, 5) A/B testing personalization, 6) Avoiding creepy personalization, 7) Use cases for tokens, 8) Examples of effective personalization, 9) Metrics to track (lift in engagement), 10) Best practices and common mistakes.