Personalize Push Campaigns

Personalization can add that differentiation to your marketing campaign and re-create that missing connection in message broadcasts for the customer. Personalized messages are read and received well.

This article describes personalization for Push Campaigns (One-time, Periodic, Event Triggered, Device Triggered, and Location Triggered).

For personalizing your Email Campaigns, refer to this article.

Push Personalization

One can personalize one or multiple attributes in the same message. To insert personalization in any field value, enter "@" and select the user attributeWe are supporting personalization in:

  1. Message fields- message title, body, summary,
  2. Rich content - Images & Coupon Codes
  3. Click Actions - Deep-link URI & value items for Key-Value pairs for all three platforms - Android, iOS and Windows.


Before running this, please check the way you are saving names/other attribute values with MoEngage. Validate your saved data before using personalization. Also, note that personalized push notifications are not sent to iOS Inbox as of now.



Name Personalization

To address users by the first name, remind them of their last activity (viewed product, purchased product) 



Image Personalization

To send a personalized Image to user for product viewed but not bought by customer


Coupon Code Personalization

To send a unique coupon code to every user. You need to save User Level Coupon as a custom attribute and use it here. In the example, we have saved User-specific unique coupon code in an attribute named: Promo Code


Key-Value Pair Personalization

When you want to pass Unique User Attribute to the app and make a decision on basis of that. Can be used to pre-fill feedback forms or user surveys etc.




The examples have referred to sample attributes names. These names are not standard and depend on how you have saved them with MoEngage.

Fallback Messaging

There may be cases where personalization may fail due to untimely resolution of user attributes or other reasons. You can create an alternate (Fallback) to the personalization when there are failures.

  • No Fallback
    Choose the option for personalized content. The option results in no alternates when the personalization does not work.
  • Do not send In-App
    Choose the option where if the personalization does not work, In-App messages are not sent.
  • Replace Text
    Type or paste the text used when the personalization does not work.

When a push message Personalization fails and No Fallback message is set then the notification will not be sent to the user. MoEngage in turn generates an error called, Personalization Failed.

Personalization Successful Fallback Message Set Message


No No message will be sent. Error: Personalization Failed
Yes Yes A personalized message will be sent
No Yes The fallback message will be sent


Triggered Push Campaigns

In Event Triggered and Device Triggered Push Notification, for personalization, you can additionally use the event attribute for the event the "IF" trigger is set upon. Other things remain similar to things mentioned under Push Personalization above.

Personalization can create a valuable differentiation for your marketing campaigns and promotional content. For any issues or any support requirements, reach out to our team at

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