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In this video, Jeff explains how to use Gmail and Google Sheets to send personalized bulk emails. He shares his experience as a former account manager, where he managed over 200 clients per quarter and often needed to communicate with them en masse. Initially, he employed the BCC method for mass emails, but found it impersonal and inefficient. Jeff introduces the Google mail merge script created by Martin Hoxie as a better solution. He also mentions three practical scenarios where this technique can be immediately applied, encouraging viewers to adopt this more personalized approach to emailing.