Personalization and Templating Syntax

Personalization Tags are codes that pull information stored in Contact profiles into email and SMS messages, allowing you to personalize your content to each individual Contact.

• Insert Personalization in Email Subject Lines
• Insert Personalization in Email Content
• Insert Personalization in SMS Messages
• Create a Default Value for Personalization
• Standard Personalization
• Advanced Templating Triggers and Filters
• VAR Personalization Tags

Insert Personalization in Email Subject Lines

1. Click into the subject line where you want the personalization to appear
2. Click the tag icon
3. Select a personalization tag

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Insert Personalization in Email Content

1. Click into the email wherever you want personalization to appear
2. Click the three dot menu
3. Click the personalization icon
4. Click the Select Personalization dropdown
5. Select a personalization

If Contacts have data for the selected Custom Field, they'll see their data where the personalization tag was inserted.

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Insert Personalization in SMS Messages

1. Click into the SMS message where you want personalization to appear
2. Click the personalization icon
3. Select a personalization

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Create a Default Value for Personalization

If Contacts do not have data for the selected personalization tag, they will see a blank space where it was inserted if a default value is not specified.

To create a default value for a personalization tag:

1. Click the Audience icon
2. Click the Personalization tab
3. Click the Custom Field's tag to copy it
4. Paste the Custom Field where you want it to appear in your email or SMS
5. Add | default('') before the closing curly brackets
6. Enter the default value between the quotation marks

In the first name example used above, the final personalization tag would look like  {{ contact.first_name | default('Friend') }}

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Standard Personalization

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Advanced Templating Triggers and Filters

The following advanced templating syntax requires some knowledge of Twig and a willingness to experiment. Use the following resources to learn more about Twig:

• Twig Documentation
• StackOverflow
  
  • How do I ask a good question?
  • Questions about Twig

The following syntax will display all available options for either order or checkout data:

To see all available options:

1. Create an Automation with at least one of the qualifying triggers noted in the table above
2. Add an email node to the Automation
3. Add a text block to the email
4. Paste the order or checkout syntax in the text box
5. Click Preview
6. Review available options
7. Remove the syntax from the text block

Shopify or BigCommerce Data Syntax

The following syntax can be used in email nodes of Automations using the trigger noted in the Automation Trigger column.

Filters

Personalization tags can be modified by the filters below. In templating syntax filters are separated from personalization tags by a pipe symbol ( |). Multiple filters can be used on the same personalization tag. When multiple filters are present, they cascade from left to right.

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VAR Personalization Tags

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Troubleshooting

My Contact's Personalization Tag isn't populating with their data!

You may not see populated personalization tags for two common reasons:

1. The Contact's Profile doesn't have data in the specified field. Contact Profiles without data in Personalization Tag fields will see a blank space where that Personalization Tag is inserted in any email they receive unless you set a default value.
2. There is a typo in the personalization tag. Copy and paste personalization tags from the personalization tab of the audience page or this help doc to avoid typos.

Additional Resources

• eCommerce Academy Campaign Strategy hyper-personalization - Beyond First Name and Email
• The Ultimate Growth Hack: Hyper-Personalized Email Marketing (And How To Do it)
• Three Personalization Tips that Go Beyond a First Name
• How to Use Custom Fields to Create Hyper-Personalized Email