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Kevin introduces a tutorial on using Gmail and Google Sheets for free mail merge, allowing users to send customized bulk emails efficiently. He explains that mail merge enables the creation of personalized messages for each recipient, exemplified by sending holiday greetings to 50 employees at the Kevin Cookie Company. Instead of manually composing each email, which would be time-consuming, users can automate the process, ensuring each message feels personal. Kevin compares this to how electric companies send personalized bills, highlighting the practicality and effectiveness of automated messaging.