Using Lava you can personalize content in many places, such as the HTML Content block. But you're not limited to blocks. Personalization can also be used in communications too, so feel free to personalize content within an email. There are two ways to get personalization using Lava. The first is the Personalize command. This is the most straightforward option, because all you need to do is provide the segment key or request filter key, and the content will be shown if the person/action meets the configured conditions for that segment/filter. Don't forget, this command can be used in emails! The second option is to use the PersonalizationItems Lava filter. You can use this to apply logic such that content only shows if the person is in a particular segment or request filter. See the Lava documentation using the links above for examples and details related to these items.