<!--- we are defining a query here with 3 columns num,email,direction --->
<cfset q = QueryNew("num,email,direction")>
<!--- row 1 num=1, email=your@address.com, direction=North  --->
<cfset r = QueryAddRow(q)>
<cfset QuerySetCell(q, "num", 1, r)>
<cfset QuerySetCell(q, "email", "your@address.com", r)>
<cfset QuerySetCell(q, "direction", "North", r)>
<!--- row 2 num=2, email=your@address.com, direction=South  --->
<cfset r = QueryAddRow(q)>
<cfset QuerySetCell(q, "num", 2, r)>
<cfset QuerySetCell(q, "email", "your@address.com", r)>
<cfset QuerySetCell(q, "direction", "South", r)>
<!--- lets see what the query looks like --->
<cfdump var="#q#">
<!--- we could have also done something like this --->
<!---
<cfquery datasource="ds" name="q">
 SELECT Num, Email, Direction FROM table
</cfquery>
--->

<!--- now we have a query defined lets loop through and generate personalized content --->
<!--- the content is stored in an array that corresponds to the query row numbers --->
<cfset contentArray = ArrayNew(1)>
<cfoutput query="q">
 <cfsavecontent variable="personalContent">
  <cfif q.direction IS "North">
   <p><b>North</b> is the better direction to go here. 
   I'm glad you picked north.</p>
  <cfelseif q.direction IS "South">
   <p><b>South</b> is much better than North.</p>
  </cfif>
  Your number is #q.num#
 </cfsavecontent>
 <cfset contentArray[q.currentRow] = personalContent>
</cfoutput>
<cfset QueryAddColumn(q, "content", contentArray)>
<!--- now lets see what the query looks like --->
<br>
<cfdump var="#q#">

<cf_mail 
 query="q" 
 tokens="1" 
 sendmode="query" 
 to="email" 
 from="your@address.com" 
 subject="^direction^ is the way to go!" 
 tokenchar="^" 
 type="html">
 ^content^ 
 
 <p>
 Email: ^email^<br>
 Num: ^num^<br>
 </p>
 personalizedMessage.cfm
</cf_mail>