Overview

MoEngage Flows are a series of cross-channel campaigns (Email, Push, SMS, and so on) you can send to users based on their actions or inactions on your app or website.

Personalized messages, like "Hey John, you left Nike Sneakers in your cart. Grab them before they are gone!" have a better click-through rate (CTR) than non-personalized messages or plain, formal messages. You can personalize your campaign messages using User Properties, User Events, Business Event attributes (applicable only for business event-triggered flows), Content Blocks, and Auxiliary Data.

For example, you can communicate with your end user by their First Name (a user property) and re-target users who have abandoned their cart by referring to the Products in their cart.

Personalization Limitations

The user event personalization is limited to:

• • The primary event used in the IF entry condition.
  • The Has Executed event in a Has Done event condition.
  • If a selected property for personalization fails (for example, a user's first name is not available), MoEngage will use the text you defined as the fallback value.

Personalize with Latest Event Data 

You can personalize your campaigns using data from a user's most recent instance of a specific event. For example, if a user adds a shirt at 10:00 AM and pants at 10:30 AM, a message personalized with {{EventAttribute['Add to Cart. Product Name']}} will display "Pant" because the 10:30 AM event is the most recent. To personalize a push notification with the Add to Cart, perform the following steps:

1. Type the @ symbol in any Message title, Message body, and Message summary box of your channel (such as a Push Notification, Email, or Connector).
2. The dialog box for that campaign's personalization appears.
3. In the Select attribute list, enter the attribute in the Search to select box. 
4. Under the EventAttribute section, select the desired attribute.
5. Click Done.
   
   The personalized message appears in the preview on the right.
   

Personalize with Trigger Event 

You can personalize the messages based on the exact event that caused a user to enter a flow (the original event that first caused the user to enter the flow), ensuring your campaign content remains consistent and relevant.

For example, a flow is triggered by the shirt added to the cart at 10:00 AM. Even if the user adds pants at 10:30 AM, a message personalized with {{EventAttribute['MOE_TRIGGER_EVENT.Add to Cart. Product Id']}} will always resolve to the shirt's ID. The MOE_TRIGGER_EVENT is used to distinguish them from the latest event attributes. This prefix ensures you are personalizing content with the data from the event that originally triggered the flow, not the most recent occurrence of that event.

To personalize a push notification with the Add to Cart trigger event data, perform the following steps:

1. Type the @ symbol in any Message title, Message body, and Message summary box of your channel (such as a Push Notification, Email, or Connector).
2. The dialog box for that campaign's personalization appears.
3. In the Select attribute list, enter the attribute in the Search to select box. 
4. Select the desired attribute from the Flow entry events section.
5. Click Done.
   
   The personalized message appears in the preview on the right.
   

Trigger Event Data vs. Latest Event Data

This option lets you choose between personalizing your messages with the most recent user data or the data from the original event that started the flow. Let's consider a flow with a trigger event of Add to Cart, and the user has performed the Add to Cart event two times with the attribute values mentioned below:

 The following table shows the expected behavior for a campaign with the content: