The article from Cordial discusses the importance of using specific data points when transitioning from traditional Email Service Providers (ESPs) to next-gen providers for effective email marketing. It emphasizes the use of explicit and implicit data, including customer names, personal context, product preferences, and preferred branding channels. The article highlights the need for personalization in marketing campaigns, reflecting the increasing demand for tailored customer experiences. It also notes the significance of understanding and utilizing customer preferences to enhance marketing strategies.