We highly recommend that you personalize your review invitations as much as possible, as this drives conversions for your customers to review you. As an example, a customer who sees an email with their name in the subject line is much more likely to open, read and follow through on leaving you their review than a more generic subject line.

Your ability to personalize your invitations is dependent on the channel used, but you are able to send us custom variables which are injected into the content of whichever channel you choose. When you send a review invitation via API for example, you can set custom variables in the payload which are injected into the invitation sent to the customer.
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