What is smart personalization

What is personalization

Personalization is the insertion of subscriber's data in an email to increase the relevance of the email.

With the help of email personalization, you can send content which is relevant for every subscriber.

For example, Brooks uses personalization by region to deliver a unique customer experience.

Brooks campaign personalized by region

What is smart personalization

Smart personalization is the insertion of subscriber data by some criteria. That is, depending on the content of the variables in your mailing list, different information will be sent to subscribers.

The following personalization criteria are available in the service:

  • is empty
  • equal
  • not equal
  • contains
  • does not contain
  • starts with
  • ends with
  • more than
  • equals or more than
  • less
  • equals or less than

The personalization criteria work according to IF and ELSE logic:

  • IF is used if the value of the variable matches the criteria.
  • ELSE is used if the value of the variable does not match the criteria.

You can use smart personalization in:

How to use smart personalization in a subject line

Start creating a campaign. In the "Information about campaign" step, select a mailing list. After that, the button for selecting variables in the "Subject line" field will become active.

The button for selecting variables

Click the variable selection button.

In the menu that opens, switch to the "Add criteria" tab.

Select a variable and set the criteria based on which a subject will be added into the email.

For example, if the value of the {{Name}} variable is empty, then use the text "We have good news for you!", otherwise use the text "{{Name}}, we have good news for you."

Adding criteria in a subject line

Click "Insert."

Note: If you use smart personalization in a subject line, do not type anything in the "Subject line" field. You only need to insert a condition there.

If there is data for the {{Name}} variable, the email subject will look like this in the mailbox of your recipients:

A subject line when the variable has a value

If there is no data for the {{Name}} variable, subscribers will receive an email with the subject without personalization:

A subject line when the variable does not have a value

How to use smart personalization in a text body

You can add a condition to a text body while creating a campaign. You can do this in featured templates, the template builder, and the HTML editor.

Put the cursor in the desired place in a template.

Click the "Add criteria" button in the toolbar.

Select a variable and set the criteria based on which the text will be inserted in the email.

For example, if the value of the {{City}} variable equals "New York," then use the text "Free shipping on the same day," otherwise use the text "Shipping within 5 days."

Adding criteria in a text body

Click "Ok" to add the criteria to the email template.

If the value of the {{City}} variable equals "New York," subscribers will receive the following email:

An email when the variable value is New York

And subscribers, who have any other city except New York in the value of the {{City}} variable or it is empty, will receive an email with a different text:

An email when the variable value is New York

You can also manually specify personalization criteria in an email template, but it is important to follow the order of all characters and not put extra spaces. Also, remember that the names of the variables must completely match the way they are named in the mailing list to which the campaign will be sent.

Smart personalization examples

Sending different content depending on the geographic sign of the subscriber

Offer different conditions for delivering goods to New York and other USA cities.

|[IF:{{City}}=New York]|Free shipping on the same day|[ELSE]|Shipping within 5 days|[ENDIF]|

Sending different content based on gender or gender identity

Offer your subscribers different content depending on their gender identity.

|[IF:{{gender}}=f]|Content for women|[ELSE]|Content for men|[ENDIF]|

Translation of an email for subscribers from different countries

Display the email content in a language indicated in your subscribers' data.

|[IF:{{language}}=es]|Content in Spanish| [ELSE]|Content in English|[ENDIF]|

Content instead of missing information

Insert general text if some subscribers do not have values ​​for a variable. For example, if subscribers do not have data in the {{Name}} variable, you can address them with the general “Friends.”

|[IF:{{name}}]|{{Name}}, we have good news for you!|[ELSE]|Friends, we have good news for you!|[ENDIF]|

Personalization by age/date of birth

Send different content to users of different age groups.

|[IF:{{birthday}}<=55]|New Year is approaching and it's time to prepare gifts for your children|[ELSE]|New Year is approaching and it’s time to prepare gifts for your grandchildren|[ENDIF]|

Think of your own personalization options depending on the type of your business and collected information about subscribers, and get bigger profit from your email campaigns.

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