The 11 best personalization software tools

Personalization software is a no-brainer for brands that want to keep customers engaged and coming back for more. When customers expect personalized experiences but don’t get them, they’re quick to move on — especially when the experience doesn’t pass the vibe check.

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Studies show that 96% of consumers are more likely to buy from companies that offer personalized messaging, and those who engage with tailored content are 2.3x more likely to complete a purchase. Yet most teams struggle to turn customer data into meaningful action.

With so many personalization tools on the market, it’s hard to know where to start. Should you focus on AI-powered recommendations, real-time website personalization, or omnichannel customer journeys?

After analyzing dozens of platforms and reviewing real customer feedback, we’ve rounded up 11 of the best personalization software solutions to help you deliver experiences that feel personal, not pushy. Let’s dive in.

Table of Contents

• What is personalization software?
• Key Benefits of Personalization Software
• What to Look for in Personalization Software
• Top Personalization Software
• Frequently Asked Questions About Personalization Software

TL;DR: Personalization Software

• Personalization software helps businesses deliver tailored experiences to each customer by using data and automation.
• These tools can boost sales, increase engagement, and improve customer loyalty.
• The best personalization software for your business depends on your industry, goals, and existing tech stack.
• Look for solutions that offer strong integrations, AI-powered recommendations, and easy setup.
• For a quick start, compare top tools by use case (ecommerce, B2B, content, AI-powered) and focus on features that match your needs.
• Want to see how personalization can work for you? Try HubSpot's Smart Content free.

What is personalization software?

Personalization software, also known as personalization engines, are intelligent platforms that use data, automation, and machine learning to deliver tailored digital experiences to every visitor.

When marketers and salespeople are tasked with personalizing campaigns, they automatically think, “Let’s add their name!” That often means adding a token in an email, an approach that’s ordinary. Customers already see it coming.

Real personalization software elevates marketing and sales campaigns from the same boring tactics every other brand uses. Instead of relying on static, one-size-fits-all campaigns, personalization software helps brands:

• Recognize each user as an individual
• Analyze user behavior
• Adapt content, product recommendations, and messaging in real time

In practice, personalization software acts as the connective layer between customer data and the customer experience. It uses specific customer data to determine which experience will resonate most with each user, whether that’s a targeted email, a dynamic homepage banner, or a product recommendation.

Think of personalization software as a brand’s digital concierge. The moment a visitor lands on the site, the software evaluates signals such as:

• If they’re a first-time visitor or returning customer
• What pages they’ve browsed
• What they’re likely to need next

With this information, the software provides a seamless and relevant experience that enhances engagement and encourages customers to return.

How Personalization Engines Work

Most personalization engines operate through a continuous, data-driven feedback loop that connects user insights to dynamic content delivery. While every platform’s framework varies, most follow the same operations.

Here’s how it works.

1. Data Collection

Personalization software needs data. To collect it, the engine gathers customer information, like behavior, demographic information, and contextual data, from multiple sources, like:

• Websites.
• CRMs.
• Mobile apps.
• Email platforms.

2. Segmentation and profiling

The software organizes users into segments or micro-segments based on shared characteristics, interests, or behaviors. Some advanced systems use machine learning to create predictive profiles for each user.

3. Content Matching and Real-time Delivery

The personalization engine determines the most relevant content, product, or offer to display based on each user’s data profile and journey stage. Once the decision is made, personalized experiences are rendered instantly. Campaigns can run across websites, mobile apps, emails, chatbots, and ads.

4. Optimization and Learning

After delivery, AI models measure engagement and continuously refine the algorithm. Over time, this improves accuracy and ensures every new interaction feels more relevant than the last.

HubSpot pro tip: The best personalization engines integrate seamlessly with CRMs, CMS platforms, and analytics tools. Integrations easily turn customer data into a single, actionable source of truth for every marketing and sales touchpoint.

Types of Personalization

Of digital professionals, 96% agree that personalization is essential to providing a good customer experience. But not all personalization is the same. The most effective strategies combine behavioral, contextual, and predictive personalization. These approaches work together to meet users where they are and deliver relevant experiences.

Here’s what that looks like.

1. Behavioral Personalization

Behavioral personalization uses actions to inform what content or offer a user sees next. Behaviors might include:

• Browsing patterns.
• Purchase history.
• Email engagement.

Example of personalization in action: A shopper who views a specific product category might later receive a targeted email or homepage banner featuring similar items.

2. Demographic Personalization

Demographic personalization customizes experiences using identifiable characteristics like:

• Job title.
• Age.
• Gender.
• Industry.

Example of demographic personalization in action: A B2B SaaS company might tailor its case studies by industry so enterprise visitors see relevant customer success stories.

3. Contextual Personalization

Contextual personalization adjusts content based on real-time context, such as:

• Device type.
• Weather.
• Referral source.

Example of contextual personalization in action: A travel brand might feature tropical getaways to users browsing from cold regions.

4. Predictive Personalization

Predictive personalization leverages machine learning and predictive analytics to anticipate what users want next.

Example of predictive personalization in action: An ecommerce personalization engine might recommend products users didn’t know they needed — similar to how Netflix or Amazon predicts “what to watch” or “what to buy” next.

Real-World Examples of Personalization in Action

On

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Sportswear brand On uses Dynamic Yield to personalize every stage of its digital shopping experience — from homepage storytelling to cart recommendations — across 11 global regions.

Since adopting the platform, On has used server-side APIs and machine-learning recommendations to expand beyond footwear and promote apparel, accessories, and community-driven content.

• Of total online revenue, 16% now comes from personalized recommendations on product pages.
• Testing new navigation combining “Category” and “Activity” views led to higher browsing engagement and visibility for non-shoe products.
  Switching to cross-category recommendations drove a +537% lift in CTR for apparel and accessories.
• Weather-based and audience-specific banners increased click-through and conversion rates.
• Overall, On reports a 348x ROI from personalization and continues to expand its use into individualized homepages and app experiences.

By pairing advanced AI with creative storytelling, On turned personalization into both a revenue engine and a community-building strategy.

Warner Bros. Discovery

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Warner Bros. Discovery used Amazon Personalize to create a recommendation engine for unauthenticated users across its streaming brands like TBS, TNT, truTV, and Adult Swim. In just two days, the team built and deployed a proof-of-concept that delivered personalized cross-brand promotions.

• Over 25 thousand unique consumers clicked on recommended movies, shows, or site sections.
  There was a 14% total engagement lift and 12% higher cross-brand engagement versus a control group.
• Personalized promotions saw a two to three times higher response compared with generic “most-popular” content.

Convinced by the results, the team decided to expand the engine to additional properties, such as CNN, demonstrating how personalization can quickly translate into measurable engagement and cross-brand growth.

e.l.f

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Beauty brand e.l.f. Cosmetics also partnered with Dynamic Yield to bring data-driven personalization to its online store, optimizing both desktop and mobile experiences.

By integrating first-party audience data and tailoring recommendations and navigation to user behavior, the brand created faster, more relevant shopping journeys.

• e.l.f. saw a 4.2 % increase in average revenue per user after optimizing product detail page (PDP) recommendations.
• The brand has a 17.6 % lift in mobile menu clicks by personalizing navigation based on past browsing behavior.
• Product recommendations had a 23.2% higher CTR versus a competing engine.

These results demonstrate how personalization can deliver tangible ROI and turn browsing data into tailored experiences that drive engagement and, ultimately, conversions.

Why Personalization Software Matters

Of consumers, 84% prefer brands that offer a more personalized experience. And for many customers, tailored experiences are now the expectation.

According to McKinsey, personalization efforts can reduce customer acquisition costs by nearly 50% while also improving ROI by as much as 30%.

In short, personalization software is a true growth lever. By aligning customer data, content, and delivery in real time, businesses turn every interaction into an opportunity to build stronger relationships.

Key Benefits of Personalization Software

The benefits of personalization software extend far beyond surface-level customization. When done right, personalization engines help organizations increase conversion rates at every stage of the customer journey.

1. Higher Conversion Rates

Personalization creates relevance. And relevance drives action. By showing the right message to the right person at the right time, personalization software can dramatically improve conversion outcomes. Here’s what that looks like:

• Businesses using advanced personalization see conversion rates increase by 20% or more compared to static, one-size-fits-all campaigns.
• Of consumers, 80% prefer personalized brands, and they spend up to 50% more with them.
• Personalized CTAs perform over 200% better than generic ones.

What the experts say: Nathaniel Short, chief revenue officer at Electronic Merchant Systems (EMS), says, “At EMS, we didn’t just 'add personalization.’ We used a handful of key insights to make every touch point genuinely helpful for small business owners.”

According to Short, once the brand started tailoring outreach by merchant industry, intent, and timing, inbound conversion jumped 32%. Revenue per lead improved by 19%, and the sales cycle sped up by about a week.

2. Improved Customer Engagement and Retention

HubSpot marketers using personalization through AI reported 25% higher engagement with outbound messaging. Personalization software helps brands turn passive visitors into active participants. When content feels tailored to individual needs, users are more likely to stay engaged and return.

Additionally, personalized messages can improve engagement in one-to-one outreach. When prospects are already engaged, the sales pitch is easier.

What the experts say: Short uses personalization software to help them increase response times.

He says, “After someone watched our invoice/recurring billing video, the nurture flow swapped in ACH vs. card cost comparisons and a template proposal pre-filled with their use case. AEs were alerted to call within 15 minutes of engagement, during business hours in the prospect’s time zone.”

3. Increased Marketing ROI

Personalization software delivers a measurable financial impact by improving efficiency and reducing wasted spend. When every interaction is data-informed, marketing teams can target their efforts more precisely, automate repetitive workflows, and allocate resources to high-performing campaigns.

Businesses that use personalization software typically see an increase in revenue within the first year, driven by stronger conversion rates and more relevant customer experiences.

HubSpot's Breeze AI personalization suite is a clear example. It helps teams achieve a 143% increase in web traffic and a 99% rise in inbound leads over 12 months by automating audience targeting.

What the experts say: Sahil Agrawal, founder and head of growth and marketing at Qubit Capital, uses personalization to re-engage leads.

Agrawal says, “A lead who ignored earlier emails replied within an hour when our note mentioned a product update they had posted that morning. That thread became a call the same week and an active opportunity the week after. The cost to pull the signals was tiny compared with the time we used to spend researching by hand.”

What to Look for in Personalization Software

Personalization software requires real-time personalization, omnichannel capabilities, AI-powered recommendations, easy integration, and visual editors. These capabilities ensure the platform adapts instantly to visitor behavior.

Before diving into specific tools, let's explore the features that separate great personalization platforms from mediocre ones:

Must-Have Features

When comparing personalization platforms, prioritize solutions that offer these core capabilities:

• Real-time personalization. Your software should adapt instantly as visitors browse, not just rely on historical data. Look for platforms that can change content mid-session based on behavior.
• Omnichannel capabilities. Today's customers jump between devices and channels. Choose personalization software that syncs experiences across web, mobile, email, and social.
• AI-powered recommendations. Manual rules only get you so far. The best personalization engines use machine learning to discover patterns humans might miss.
• Easy integration. Your personalization platform needs to play nice with your existing tech stack, such as your CRM, email marketing, analytics, and ecommerce platforms.
• Visual editor. Marketing teams shouldn't need developers for every change. Look for drag-and-drop interfaces and WYSIWYG editors.

Questions to Ask Vendors

Before you invest in personalization software, ask vendors these key questions. The answers to these questions will help you determine the right personalization software for your goals:

1. How does your platform integrate with our existing CRM or CDP? Integration determines how quickly your team can activate personalization and use existing data effectively.
2. What types of data does your personalization engine use? Clarify whether the system relies on first-party data, behavioral tracking, or predictive models to power recommendations.
3. Can your platform support real-time personalization at scale? Not all tools can deliver personalized content instantly. Real-time capabilities are essential for dynamic websites and high-traffic ecommerce environments.
4. What reporting and ROI tracking features are included? Double-check that the software provides transparent analytics so you can measure personalization’s impact on engagement, conversion, and revenue.
5. How flexible is your pricing and implementation model? Some vendors charge by impressions, others by users or features. Ask about the total cost of ownership and how pricing scales as your usage grows.
6. What level of technical support and onboarding is provided? A responsive support team and guided setup can make or break adoption, especially for smaller teams or first-time users.

HubSpot pro tip: The best personalization platform is the one your team will actually use. Prioritize intuitive design, flexible automation, and accessible support over advanced features you may never need.

Top Personalization Software

So, how do you actually deliver those personalized experiences your customers expect? It starts with the right software. Here are some of the top personalization tools that can help you create dynamic, data-driven customer journeys — no coding required.

1. HubSpot Breeze

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The ability to personalize content is available in almost every feature of HubSpot’s Marketing Hub. From triggering behavioral pop-ups to sending time-optimized emails and optimizing your website content based on visitor characteristics and behavior, personalization is a foundational aspect of HubSpot’s platform.

HubSpot’s Breeze AI suite takes personalization even further by automating audience segmentation, message timing, and content generation across channels. It helps teams deliver dynamic, one-to-one experiences at scale, so every website visit, email, and campaign feels uniquely tailored to the individual.

Specific Features

• Pop-up Forms let you create personalized lead capture forms and trigger them based on visitor behavior (such as exit intent and scroll-triggered pop-ups).
• Personalization tokens allow you to customize the content in your email marketing messaging, and lists let you segment and send to specific audiences.
• Smart Content lets you show different website experiences and CTAs to audiences based on characteristics like lifecycle stage, device type, or referral source.

Price: Starts free, Starter Tier begins at $9/mo

What I like: I like that HubSpot’s personalization features are built directly into its CRM and CMS, making it easy to deliver consistent, data-driven experiences across the entire customer journey.

2. Optin Monster

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Optin Monster is a software that aims to help small to medium-sized businesses create personalized marketing campaigns. For as low as $9 a month, Optin Monster offers “enterprise-level” tools that help companies grow and segment their customer base.

Specific Features: Optin Monster offers personalization features such as exit-intent popups (these are the pop-up messages I used as an example in the intro) and floating header messages like the one in the example below.

Additionally, it has an “irresistible coupon” option that displays an offer customized to match the visitor's purchasing behavior. Optin Monster also offers WordPress and Shopify plugins for seamless integration with your existing website.

Price: Starts at $7/month; up to $49/month

What I like: I like that OptinMonster makes behavioral targeting simple, helping marketers personalize offers based on actions, location, or device in just a few clicks.

3. Proof

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Proof is a personalization software company that enables marketing teams to adjust their website pages to boost leads, demos, and sales. Create multiple experiences on the same URL so each audience sees hyper-relevant content.

With the software, users can swap out CTAs, text, images, and more on pages without coding. It also allows the insertion of dynamic blocks and drop-down bars onto pages using a visual page editor.

Specific features: One feature that’s notable about Proof is the ability to segment audiences for personalization by lifecycle stage, industry, company size, and more. Once an audience is created using the conditional logic builder, you can create a unique campaign to display content for a specific audience.

Price: Variable. Plans scale with the number of website visitors.

What I like: Proof combines social proof notifications with personalization tools that adapt content based on visitor behavior. This helps teams increase credibility and engagement.

4. Segment

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Segment aims to deliver personalized experiences for customers throughout the entire customer journey. It offers a free developer account where you can demo some of its core tools to determine if the product is right for you. You can even enroll in short-term trials of its premium features at no extra cost.

Specific Features: Segment's features are primarily intended to categorize and sort your customers based on their web traffic. Its identity resolution tool syncs data from visitors who navigated to your site, then analyzes the different paths and channels that led them there.

Segment then uses its trait-building tools to tag these visitors with properties that sort customers into audiences.

Price: Starts Free; up to $120/month

What I like: I like that Segment acts as the backbone of personalization, unifying behavioral data across platforms to deliver smarter, more consistent customer experiences.

5. Moosend

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Moosend is an email marketing and marketing automation service geared toward businesses that want to improve the customer journey through personalized experiences. From capturing your website visitors to turning them into advocates of your brand, Moosend will equip you with the tools to scale your business.

Specific Features: To personalize your customer’s experience, you need data. Moosend’s newsletter signup forms will let you expand your lists and collect valuable information about your audience to start personalizing your campaigns. Then, you can use this data to send promotional messages tailored to each potential customer through Moosend’s subscriber custom fields.

You can also use the platform to send product recommendations based on your customers' purchase behavior, upsell or cross-sell, and deliver an amazing customer experience.

Price: Starts Free; then $9/month and up, depending on the number of contacts

What I like: Moosend makes dynamic content and behavior-based automation accessible to any team — no matter the size.

6. Taboola

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Taboola helps brands and publishers deliver personalized content recommendations and native ads to the right audiences at the right time. Using predictive AI and deep contextual analysis, it surfaces relevant articles, products, and videos that match each visitor’s intent, both on your site and across Taboola’s discovery network of 9,000+ digital properties.

Specific Features: Taboola’s AI personalization engine analyzes user behavior, on-page engagement, and contextual signals (like location, device, and time of day) to recommend the most relevant content or product next.

For ecommerce brands, this means promoting products or blog content that complements what the visitor is viewing. For publishers, it ensures readers see articles that encourage them to keep exploring. Taboola also integrates with major CMS and analytics tools to track engagement and optimize performance automatically.

Price: Available Upon Request

What I like: Taboola personalizes discovery at scale, turning every page view into a tailored experience and helping brands extend personalized engagement beyond their own websites.

7. Optimizely

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Optimizely is like Taboola in how its machine learning operates, but one key differentiator is that it doesn't require you to build the filtering rules. Instead, the tool is preset to constantly improve its accuracy over time.

Specific Features: Optimizely content sequencing tool gives you the ability to not only customize your content offering, but also to personalize the timing of the delivery. For example, Optimizely can fire “triggered messages” that are automatically sent to the customer based on an engagement action.

Price: Custom pricing

What I like: Optimizely blends powerful personalization with content management. This makes it easy to tailor every page without all the heavy lifting.

8. BrightInfo

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BrightInfo makes use of the existing content on your site to engage new visitors. Based on your page‘s content, its personalization algorithm creates a set of widgets that automatically display during the visitor’s “natural browsing flow.”

Specific Features: BrightInfo‘s algorithm automatically assesses your content and then displays two types of widgets in real-time: Overlay and In-Page. Overlay widgets, like the one below, appear suddenly during the user’s visit. In-page widgets are integrated into the site's default interface and are always visible.

Price: Custom pricing

What I like: I appreciate that BrightInfo converts anonymous website traffic into personalized experiences in real-time. These real-time personalized experiences convert more visitors into leads.

9. LiveChat

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For as little as $16 a month, you can use LiveChat to integrate chat support software on your website. Chat support not only reduces product frustration for your customers but also allows for truly personalized support experiences.

Specific Features: The primary benefit of LiveChat is the proactive communication opportunity it presents. As soon as a customer opens a chat, your team can guide that visitor all the way through checkout and reduce your total number of abandoned carts.

Chat support also relieves some of the stress on your phone and email support queues, as LiveChat reports eight out of 10 chat cases are resolved during the chat.

Price: Starts at $16/month; up to $79/month; custom for enterprise

What I like: LiveChat makes personalization feel natural. It lets you greet visitors by name, recall past conversations, and offer exactly what they need in real time.

10. Coveo

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Coveo offers omnichannel personalization features that are specifically geared toward mobile devices. It segments your online, offline, and file-based data, then generates content offers that are optimized across all viewing devices and platforms.

Specific Features: As depicted below, Coveo has an "abandonment recovery" tool that can detect exit behaviors and reduce bounce rate. For visitors who do navigate elsewhere, the tool can be integrated with leading email service providers and send a follow-up email to the customer regarding the abandoned shopping cart.

Price: Custom pricing

What I like: I like that Coveo uses real-time behavioral and intent data to power highly targeted product recommendations that drive measurable lifts in revenue.

11. Sailthru

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Sailthru has a "prediction manager" tool that can outline the potential revenue impact of your content delivery decisions. It uses machine learning to analyze your current content trends and assess how future changes could affect your business.

Sailthru also offers a customer retention analytics platform that can be coupled with its prediction manager to create a fully comprehensive personalization approach.

Specific Features: In addition to forecasting trends for the entire company, the prediction manager can also predict behaviors for individual users. This includes engagements such as the probability of opening a message, the likelihood of opting out, and the total price of items added to the shopping cart.

You can then analyze the results of these predictions using its fully customizable reporting tools.

Price: Custom pricing or $19.99/month, as reported by Capterra

What I like: Sailthru connects cross-channel data to deliver predictive, personalized experiences that increase engagement and customer lifetime value.

Ready to take the next Step?

If you’re ready to see what personalized marketing looks like in action, explore how HubSpot’s personalization tools help teams create dynamic website content, tailor emails, and deliver seamless customer journeys across every touchpoint — all from one connected platform.

Frequently Asked Questions About Personalization Software

What are the 4 Ds of personalization?

The 4 Ds of personalization are Data, Decisioning, Design, and Delivery. This framework helps businesses implement personalization systematically across their marketing efforts.

1. Data involves collecting and unifying customer information from all touchpoints to create a complete view of each user.
2. Decisioning involves using rules and AI to determine which content to display to each visitor based on their profile and behavior.
3. Design relates to creating personalized experiences that feel natural, not creepy.
4. Delivery requires deploying personalization across channels (web, mobile, email, ads) at the right moment.

How do personalization engines work?

Personalization engines operate like a smart filter between content and visitors. They analyze user data in real-time and match visitors to specific segments or individual profiles. From there, personalization software dynamically serves the most relevant content.

Modern personalization software utilizes machine learning to continually improve predictions, becoming smarter with every interaction.

What's the difference between personalization software and a CDP?

Personalization software delivers customized experiences using available data, while Customer Data Platforms (CDPs) collect and unify data from multiple sources. These tools serve different but complementary purposes in a marketing tech stack.

• Personalization software focuses on the activation layer, using customer data to tailor content, recommendations, and experiences across channels in real time.
• Customer Data Platforms (CDPs) specialize in the data foundation layer, collecting and unifying data from multiple sources.

Many businesses use both tools together, with the CDP serving as the data foundation and personalization software as the activation layer that delivers tailored experiences to customers.

Can small businesses benefit from personalization software?

Small businesses can benefit from personalization software. While enterprise platforms can be overkill, many personalization tools offer starter plans perfect for small businesses. Even basic personalization, like showing different CTAs, can significantly impact conversions. Start small with free tools, like HubSpot's Smart Content, then scale.

What is personalization in CMS?

CMS personalization refers to content management systems that can dynamically change what visitors see based on their characteristics. Instead of showing the same homepage to everyone, a personalized CMS might show:

• Industry-specific case studies for B2B visitors.
• Locals store information based on geography.
• Beginner vs. advanced content based on user history.
• Different languages based on browser settings.

Popular CMS platforms with built-in personalization include HubSpot CMS, WordPress with plugins, and enterprise solutions like Sitecore.

Getting Started with Personalization Software

Choosing the right personalization software starts with identifying your primary use case, auditing your current tech stack, and setting a realistic budget. Determine where personalization will have the biggest impact — whether that's ecommerce recommendations, B2B content journeys, or omnichannel campaign automation. Then map out how your website, CRM, CMS, and marketing automation systems connect to ensure smooth integration.

Request demos from two to three vendors to evaluate usability, integration capabilities, and support quality. Seeing the software in action reveals how it fits your workflows and whether it meets your team's needs.

Start with a pilot program by A/B testing personalization on a single campaign or channel. Gather data, optimize based on results, and expand once you see a measurable impact. This approach builds momentum while minimizing risk.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.