He shared an email he received from a UK company called Decathlon.

The subject line was: first name, come run with us

Uh oh, looks like the folks at Decathlon started running before checking that the personalization function was properly configured.

But hey, mistakes happen. That’s just the nature of publishing content.

Which means you have two options:

Option #1: Never publish and guarantee that you will never make a mistake, say something others disagree with, or otherwise look foolish. 

Option #2: Do your best to be careful, but understand that sooner or later, a misteak is bound to happen. Then publish anyway.

Option 1 is how you stay safe. Option 2 is how you get clients.