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In this tutorial, Kevin explains how to perform a mail merge using Gmail and Google Sheets, highlighting that the process is free. Mail merge allows you to send personalized bulk emails, making each message unique. For instance, if Kevin wanted to send holiday greetings to his 50 employees, he could manually write each email, but that would be time-consuming. Instead, he demonstrates how to use technology to automate this task, creating customized messages for each recipient efficiently. Kevin compares this process to receiving personalized bills from utilities companies, which utilize similar methods to customize communications.