Personalize Your Emails and Texts

Personalization allows you to connect with your audience on an individual level, which can make all the difference when someone is quickly deciding between dismissing or engaging with your content. Adding personalization to subject lines, body content, and even call-to-actions can make a huge difference in connecting with your subscribers.

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How does personalization work?

Information collected about an individual is stored in fields on their contact profile (e.g., First Name). This information then becomes available for exhibition in your emails via Merge Tags. When viewed by a contact in an email, these tags automatically reference and show the information associated with the recipients’ contact profile.

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Personalizing Emails

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Supported Merge Tags

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Using Merge Tags

How to personalize your Subject Lines: A merge tag must be manually typed into a Subject Line. The easiest way to accomplish this is by copying one of the merge tags from this page and then pasting them into your subject line, as shown below. How to personalize your body content: To insert a merge tag into the body content of an email, click into a Text Box, select the Merge Tags dropdown menu from the editing toolbar, and select the desired field. How to personalize a Call-To-Action: A merge tag must be manually typed into a button. The easiest way to accomplish this is by copying one of the merge tags from this page and then pasting them into your subject line, as shown below.

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Default or Fallback Values

For any merge tag, you can add a default value to provide a placeholder if there is no information available to pull in from the recipient’s contact profile. If a default value isn’t provided and there’s no value on the contact profile, a blank space will appear instead. To include a default, manually type your merge tag into your content and use this format: {{ contact.first_name|default:'there' }}

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Product Merge Tags in Flows

When building Flow emails and SMS messages, you can personalize content with product-specific merge tags. These tags pull in product details relevant to the Flow’s trigger.

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Back in Stock

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Browse Abandonment

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Special Occasion

For Special Occasion and other date-triggered Flows, occasion data is available under the Liquid key date, using the date field you chose on the Flow trigger (for example Birthday or Wedding Anniversary) and the contact’s value for that field. There is no single merge tag for one fully formatted date—combine month, day, and year in your copy if you need a full date line.

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Custom Event Merge Tags in Flows

Flows triggered by a custom event received on the Events API can reference values from that event’s payload in email and SMS content. Values come from the specific event that started the contact’s journey through the Flow. Event tags support the same default / fallback syntax as other merge tags — for example, {{ event.score|default:'0' }}.

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Personalizing SMS

To add a personalization tag to a text message, click on the Personalization dropdown menu and select which tag you want to insert into your content:

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FAQs

What happens if there is no value associated with the personalization merge tag you chose? If a contact is missing the value that you chose for your personalization tag, a blank space will appear instead. For example, if you write Hi {{ contact.first_name }} in your Subject Line and the email is sent to a contact without a first name, the Subject Line will read Hi .