Personalization can add differentiation to your marketing campaign and recreate that missing connection in message broadcasts for the customer. Personalized messages are read and received well. This article describes personalization for SMS and RCS Campaigns (One-time, periodic, and Event-Triggered).

The SMS & RCS content fields that can be personalized contain the placeholder text Type @ to personalize.

SMS RCS

Data Personalization

User attributes, Product Sets, and Content API can be used for personalization. To insert personalization in the message field, enter @ and the following personalization UI opens as shown below:

Choose Fallback

If the attribute chosen is unavailable for the user or there is some failure in displaying the attribute, you can choose a fallback option as shown above.

• Select No Fallback in case there is no alternative to the failed attribute. The personalized attribute will be substituted with empty string in case of personalization failure.
• Select Do not send SMS & RCS when you choose not to send the SMS & RCS in case of personalization failure.
• Select Replace text in case you choose to replace the failed attribute with a text of your choice. The personalized attribute will be replaced with the Fallback text you provide in case of personalization failure

Personalization for Business Event-Triggered Campaigns

In business event-triggered SMS & RCS campaigns, you can use the attribute of the business event that is mapped to the campaign to personalize the campaign. To do so:

1. Type @ in the content creation step to invoke the personalization editor.
2. The attributes of the Business Event mapped to the campaign are shown under the Business Event Attribute as shown below:
   
   
   
3. 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).

Personalize 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.

1. To personalize using content block, type @ in the message section and navigate to the Content blocks tab in the personalization screen that pops up.
   
2. Click Done to add the chosen Content Block and it gets added to the message as shown below.
3. Turning on the Insert only the content of the content block toggle disconnects the content from the existing content block, and any future updates to the content block will not be reflected in the campaign.

SMS RCS

Personalize Using Auxiliary Data

You can personalize your SMS & RCS 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.

Personalize Using Content APIs

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

Add Content APIs

Content APIs can be added to the MoEngage dashboard. Using the following navigation to access Content API: Settings > APIs > Content API and click Add to add the Content API. Click here for more information.

Create a Personalized Campaign using Content API

1. Type @ in the content creation step to invoke the personalization editor.
2. In the SMS and RCS personalization pop-up, navigate to the Data Personalization tab.
3. Search for Content API and select the API from the list.
   

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

Mobile User's View of SMS and RCS

The following image illustrates how the user will view SMS / RCS message on their mobile device:

SMS RCS