Jackie is correct -- but I'd just like to point out dangers in doing any personalization exercise:
make sure your data is complete
Use a default value in your token if you fear you may have missing names; ie: {{lead.First Name:default=there}} -- nothing worse than saying "Hi " or "Dear " with nothing following... I always default to the "Hi {{there}}" as my token value.
It's always good to either run a health-check to see if people are properly Title-Casing their name... for instance, any email that comes to "Hi jd" I know if fake -- whereas my name is JD. (This exercise has it's own process to make sure you don't also ruin what people types in, a la "Hi Jd" which is also wrong)
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