Overview

Personalized emails have higher open rates and conversions because they leverage the email context and are relevant. This article describes how you can personalize your email campaigns based on:

• User attributes: Name, Location, or other attributes (for both general and event-triggered emails).
• Event attributes: Product Image, Product Price, Product Name, and so on of an event- Added to Cart (only for event-triggered emails).
• Business Event attributes: Product ID, Item Code, Product Image, Price, Series Name, Genre of the Series, Case, and so on.
• Campaign attributes: Campaign Name, Campaign id, and Campaign Tags.

Before starting with personalization, ensure you have configured Email Settings and read about how to create email campaigns.

Personalization is supported in:

• Email Subject 
• Email Content
• Sender Name
• Reply-to email address

Along with Email Text personalization, MoEngage also supports the following:

• Personalized Images for Cart Abandonment, Search Drop-offs, and so on
• Personalized URLs to increase conversions by redirecting the user to the right link

Insert Personalization

To insert personalization in the Email Subject/Content Text, enter "@" and select the user/event attribute.

On selecting the attribute, you will be prompted to select the Fallback mechanism for this user attribute.

Fallback Mechanism

The fallback mechanism is useful when personalization fails due to the attribute not being present for the user or the non-resolution of the specific user attribute.

You can select one of the following fallback options:

• No Fallback text: The user attribute will be removed if not present/resolved for that user.
  Note: The No fallback option is not available for the Sender Name field.
• Enter the Fallback text: The user attribute will be replaced with the text you have entered.
• Do not send this email if personalization fails: The email will not be sent to the user if the personalized user attribute is not present/resolved for that user.

Content can also be personalized using Content APIs, Content Blocks, and Auxiliary Data.

Personalization for Business Event-Triggered Campaigns

In business event-triggered Email campaigns, you can use the attribute of the business event that is mapped to the campaign to personalize the campaign.

To personalize the campaign:

1. Type '@' in the content creation step to invoke the personalization editor.
   The attributes of the Business Event mapped to the campaign are shown under the Business Event Attribute, as shown below:
   
2. Choose the attribute to be used for personalization and customize the message.

Personalization with business events can be a huge differentiator in terms of effort and automation, as you can use one template and send multiple campaigns with it. For example, if you have to communicate information about three new web series that are being launched, you can do so with the same campaign. You can use the event attributes to personalize the message for each series by using the series name, image, cast, and air date to send the communication to your dynamic segment (that matches the user interest (say, preferred genre) to that of the genre of the series).

Personalization Content Using Content Blocks

Content Blocks are reusable content that can be used across various campaigns. These are particularly useful for headers, footers, signature blocks, terms and conditions, and so on for email campaigns.

Add a Content Block

To add a content block:

1. Type @ in the message section and navigate to the Content blocks tab that pops up on the personalization screen.
   
   Both HTML and Text type content blocks can be added when personalizing content for email campaigns.
2. Click Done to insert the chosen content block. View the added content block in the preview section.

Preview an Email Message That Contains a Content Block

The content block shown above appears as follows in the preview mode:

Personalize Content Using Auxiliary Data

You can personalize your Email content using auxiliary data by selecting the auxiliary data attributes in the personalization editor.

To personalize content using Auxiliary Data attributes:

1. Enter @ in the fields such as template, sender name, subject (wherever personalization is supported) to invoke the personalization editor.
2. Select the Aux Data tab.
3. In the Aux data drop-down list, select the Auxiliary Data file whose attribute you wish to use for personalization.
4. In the Lookup value drop-down list, select the primary key specified for the Auxiliary Data during import. This will identify the user for whom the auxiliary data is being fetched.
5. In the Attribute drop-down list, specify the attribute to be personalized using the auxiliary data.
6. Click Done. The auxiliary data Jinja will get added to the field or the editor.

For more information, refer to Personalize Campaign Content Using Auxiliary Data.

Personalize Images

Image personalization helps you insert contextual images in emails, which are mainly useful for cart abandonment emails.

Personalize Images Using the Drag and Drop Editor

• Select the "Cart Abandonment" template in the "Content" section or use your own email template.
  
• Drag and drop the 'Dynamic Content' icon from the content tab into the template.
• Click the Dynamic Content inside the template. The Add button in the content tab that lets you personalize the image.
  
• Click Add and the following screen is displayed.
  
• Enter the image URL and personalize using "@". If you are tracking the entire image URL as an attribute, you can directly refer to that attribute using "@".
• Select the fallback mechanism. This is applicable if the attribute is not correctly resolved or there is no image present at the URL after resolving the attribute. You can either enter a fallback image (this will be shown if personalization fails) or decide not to send the email if the image is not personalized.
• Click Add to get the personalized image added to the template.

Personalization Images Using the Custom HTML Editor

1. Click the Custom HTML Editor in Step 2 of the campaign creation and choose the Edit/Paste HTML Template option. The following screen is displayed.
   
2. Click Image personalization on the top pane. The following screen is displayed.
   
3. Enter the image URL and personalize using "@". If you are tracking the entire image URL as an attribute, you can directly refer to that attribute using "@".
4. You can select a fallback mechanism. This is applicable if the attribute is not correctly resolved or there is no image present at the URL after resolving the attribute. You can enter a fallback image (this will be shown if personalization fails) or decide not to send the email if the image is not personalized.
   
5. Click Copy And Close to copy and insert this image URL. This will copy the image URL to the clipboard and close the Personalization window. A URL Copied pops up at the bottom right corner near the custom HTML editor.
6. Cick  the  icon in the custom HTML editor to insert the personalized image.
   
   You can replace the existing image or insert a new image in the template.

Replace an Existing Image in the Template 

1. Select the image and click Replace.
   
2. Enter the personalized URL under the Image personalization tab and click Replace.
   

Insert a New Image in the Template

1. Click Insert Image in the top bar of the editor.
   
2. Enter the personalized URL under the Image personalization tab and click Insert.

After this personalized image is inserted/replaced, you can change the image size by extending/reducing the borders or by specifying a size in the Resize option on selecting the image. Make sure the image size matches the actual and fallback images. Otherwise, the resolution might result in image distortion.

Personalize URLs

You can also personalize the URLs or deep links where you redirect the user upon a click by the user. 

1. Click Link personalization as shown below:
   
   
   
2. Create a personalised URL in the text box that appears. Enter @ in the text box provided. 
3. In the following Email Personalization dialog box that appears, choose the attribute and click Done.
   
4. You can then copy this link and paste it wherever required, into the HTML code.