Some library Campaigns will include contact list header information in the message.  See below for an example:

When creating a Campaign, you may include contact list information in your message. In your contact list, you will need to make sure that you have assigned headings. See the Creating Campaign Contact Lists article for more information. 

By typing # plus the machine name of the column heading, you can select from the dropdown the heading name in your message to further personalize the message.