Personalize email content

Personalization can increase engagement with your email campaigns and drive traffic to your other content. You can personalize your emails with any information in customer and product fields. 

• Customer – Tags for customer field values in your database, including tags for first name, last name, and email. 
• Product – Tags for product field values in your product catalog, including the product brand, name, price, and image. 

Personalization requires a known value for the Customer and Product fields being used as a tag. If the customer does not have a known value, you see a configured default option or a blank area instead.

Add customer personalization tags in email content

1. Go to Activation > Engage.
2. Select the campaign you want to edit or create a new campaign.
3. Edit the email touchpoint you want to personalize.
4. Click the lightning icon for Subject, Preheader, or in the text body (dynamic grid) of the email to insert a personalization tag.

   If a dynamic grid is not present, you can click and drag it into your email from Elements > Layout. Place your cursor or highlight where you want to insert a personalization tag, then click the Lighting icon and select Product tag.

5. Place your cursor or highlight text (such as [BRAND NAME]) where you want to insert a personalization tag, then click the Lighting icon and select Customer Tag. In the following example, you want to personalize the greeting, "Thanks for shopping, {first name}".

   

6. Select the field you want to reference; in this case, First Name.

   Optionally set the text format and default value for the tag to use when the customer does not have a value for that field. If you have highlighted text instead of placing the cursor, the highlighted value is automatically set as the default, but you can update as needed.

   

7. Click Save. The field displays.

   

   To complete the form in this example, highlight [BRAND NAME], [ADD CODE], [OFFER], and the second [BRAND NAME], select the lightning icon for each and set the variables.

   

Preview personalized content

You can preview the personalization incorporated into your email through Preview or sending a test email.

Preview content

Use the following steps to preview the personalization in the editor:

1. Click Preview.
2. Enter the email address or customer ID of someone in the campaign's reachable audience to preview their version of the content.
3. Click Preview.

Test email content

Use the following steps to preview the personalization in your inbox: 

1. Click Test. 
2. Enter recipients (separated by commas) of the test email in Recipient Email Address.  
3. Click Render template with customer (optional) and search for the email address or name of someone in the campaign's reachable audience to preview their version of the content. Leave the field blank to preview the email as an unspecified customer.
4. Click Send.

Add to a coded template

If you build a custom-coded template, you can add personalization tags to the template. The tag needs to contain the supported variable along with your desired field name.

For example, use the First Name customer field by including the name with its appropriate variable as shown:

Hi {{ customer.first_name }},

Add a default value as a backup if you do not have a first name for all recipients:

Hi {{ customer.first_name | default: 'there' }},

You can also use a custom field called Loyalty Tier:

Thank you for being a {{ customer.loyalty_tier }} member!

You can set the "thank you" text to only show if there is a loyalty_tier value for a customer:

{% if customer.loyalty_tier %}
Thank you for being a {{ customer.loyalty_tier }} member!
{% endif %}

The ODP templating and personalization language is based on the Shopify Liquid templating language.

ODP can extend Liquid functionality for more advanced use cases.

See your customer success manager before proceeding with advanced personalization.