Personalize Email Content

Overview

Personalized emails have higher open rates and 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 and event triggered emails)
  • Event attributes such as Product Image, Product Price, Product Name, and so on of an event- Added to Cart (only for event triggered emails)
  • Business Event attributes such as 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, we also support the following:

Insert Personalization

To insert personalization in the 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.

warning

Warning

When Fallback Mechanism is unavailable via the UI option, you can define fallback using Jinja.
Example:

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 unavailable.

Fallback Mechanism

The fallback mechanism is useful when personalization may fail due to that attribute not being present for the user or the 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. 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
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Note

    1. Campaign attributes cannot be edited in personalized previews.
    2. During campaign creation, if the campaign id is added for personalization, a dummy value is used in its place in the personalized preview, as the campaign id gets generated only after the campaign is created.
    3. Ensure that custom attributes do not have the same names as MoEngage's standard attributes. If a custom attribute and a standard attribute having the same name are used for personalization, it could result in incorrect personalization.

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 do so:

  • 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 head, as shown below.EmailPersonalization.png
  • 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 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

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 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 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 image size by extending/reducing the borders or by specifying a size in Resize option on selecting the image. Make sure the image size matches the actual & 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. 

          • 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
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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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