Personalize SMS 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 SMS Campaigns (One-time, Periodic, and Event Triggered).

SMS Personalization

To insert personalization in the message field, enter "@" and the personalization UI opens as shown below.



User attributes, Product sets, and Content APIs can be used for personalization.

Choosing Fallback

If the attribute chosen is unavailable for the user or there is some failure in displaying the attribute, we can choose a fallback option as shown above. We can choose 'No Fallback' in which case there is no alternative to the failed attribute, we can choose not to send the SMS or we can replace the failed attribute with a text of our choice using the 'Replace text' option.



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.

Personalization for Business Event-Triggered Campaigns

In business event-triggered SMS 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.SMSPersonalization
  • 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.

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.


Click on 'Done' to add the chosen Content Block and it gets added to the message as shown below.


Personalize Content Using Auxiliary Data

You can personalize your SMS 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 Message field 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.

Personalization using Content APIs

SMS Campaigns can be personalized using Content APIs to deliver relevant and timely information to the customers. 

Adding Content APIs

Content APIs can be added to the MoEngage Dashboard in the following navigation.

Settings-> APIs-> Content API

Click on Add to add the Content API. Click here for more information.

Create a Personalized Campaign

To create an SMS campaign, follow the steps mentioned here. When you land on the second step of the campaign creation, type '@' in the Message section and add the call to the Content API.


Consider the following example: The brand wishes to target a specific set of users to receive messages about home loan interest rates and some offers on processing fees. This could be done using a Content API as shown below.


Select the schedule of the campaign in the next step of campaign creation and publish the campaign. This campaign now gets sent to the targeted users. The following image illustrates how the user will view this message on their mobile device.


For more information on personalization language, refer to Templating Language Documentation.

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