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Really love this idea. I feel like Taco Bell always has a great a marketing campaign. They're not always out there but when they are, it's always worth noticing.
I think it's really smart as well. Personalization is always popular. I did something similar when I was working for an international snacks startup that offered customers the ability to customize what was included in their monthly boxes. I used a cheesy subject line in the email promoting it ("Crafted by *FIRST NAME*") and made the CTA something a la "Build Your Masterpiece". It was one of our best performing campaigns, both in terms of open rate and CTR.