Personalize Email Content

Overview

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

  • User attributes such as Name, Location, or other attributes (for both general & smart trigger emails)
  • Event attributes such as Product Image, Product Price, Product Name, and so on of an event- Added to Cart (only for smart trigger emails)

Before you start with personalization, make sure you have configured Email Settings and read about how to create email campaigns.

Personalization is supported in:

  • Email Subject
  • Email Content

Along with Email Text personalization, we also support the following:

Inserting Personalization

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

Personlization.png

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

 

When Fallback Mechanism is not available via UI option, you can define fallback using Jinja.
EX. Dear {{UserAttribute['u_fn']|default('MOE_NOT_SEND')}} OR Dear {{UserAttribute['u_fn']|default('Guest')}}

default('MOE_NOT_SEND') will suppress the message from going out

default('Guest') will use 'Guest' when the value for the personalization attribute is not available.

Fallback Mechanism

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

Personlization02.png

You can select one among the following fallback options -

  • No Fallback text: The user attribute will be removed, if not present/resolved for that user
  • 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 and Content Blocks.

Personalization 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

Adding a Content Block

To add a content block, type @ in the message section and navigate to the content blocks tab in the personalization screen that pops up.

Email_CB_Text.png

Both HTML and Text type content blocks can be added when personalizing content for email campaigns.

Click on 'Done' to insert the chosen content block. View the added content block in the preview section.

Preview of an email message that contains a Content Block

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

Email_CB_Preview.png

Personalizing Images

Image personalization will help you to insert contextual images in emails - mainly useful for cart abandonment emails. 

Image Personalization using the Drag Drop Editor

  • Select the "Cart Abandonment" template in the "Content" section or use your own email template.ComposeEmail.png
  • Drag and drop the 'Dynamic Content' icon from the content tab into the template.
  • Click on the Dynamic Content inside the template. There is an 'Add' button in the content tab that lets you personalize the image.DragDropEditor_DynamicContent.png
  • Click on the 'Add' button and the following screen opens.Email_PersonalizeImages.png
  • Enter the image URL and personalize using "@". If you are tracking the entire image URL as an attribute, you can directly just 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 to not send the email if the image is not personalized.
  • Click on 'Add' to get the personalized image added to the template.

Image Personalization using the Custom HTML Editor

Click on the Custom HTML Editor in the Content Section and choose the 'Edit/Paste HTML Template' option. The following screen opens.

Email_CustomHTMLEditor.png

Click on the Image Personalization button on the top pane. The following screen opens.

Email_ImagePersonalization.png

Enter the image URL and personalize using "@". If you are tracking the entire image URL as an attribute, you can directly just refer to that attribute using "@".

You will then be asked to 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 either enter a fallback image (this will be shown if personalization fails) or decide to not send the email if the image is not personalized.

FallbackDetails_ImagePersonalization.png

 

Click on 'Copy and Close' to copy the 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.

Cick on the  AddPersonalizedImage_Icon.png icon in the custom HTML editor to insert the personalized image.

CustomHTMLEditor_AddPersonalizedImage.png

You have two options now - replace the existing image or insert a new image in the template.

Replace an existing image in the template - Select the image and click on Replace.

Enter the personalized URL under the Image Personalization tab and click on Replace button. 

Inserting a new image in the template - Click on "Insert Image" in the top bar of the editor

Enter the personalized URL under the Image Personalization tab and click on the Insert button.

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

Personalizing URLs

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

  • Click on the Link button as shown below

  • Create the personalized URL in the dialog box that opens.

  • You can then copy this link & paste it while inserting a link wherever required in the content

Note: If the personalized URL fails to find/resolve the user attribute, the email will not be sent to the user. There is no fallback mechanism for personalized URLs.

If you have any issues creating personalized email campaigns, you can reach out to us at support@moengage.com 

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