Personalization

Email personalization uses information about a recipient or an event to change the message they receive. That can mean a greeting, a plan name, a relevant setup step, or the details of an action they just took.

For SaaS email, start with information that helps the reader act. A correct project name and a link to the right screen can be more useful than a first name in every subject line.

Match the data to the email

Loops campaigns can use contact properties. Workflow emails can use contact properties and properties from the triggering event. Transactional emails use data variables supplied with the send request. The personalization documentation explains how to insert each type.

For example, a workflow triggered when someone creates a project could include its name in the next-step email. If your application sends an event property named projectName, its dynamic tag is {EVENT_PROPERTY:projectName}. Define that property in your integration and send it with the event. A contact property named plan can instead describe the customer’s current subscription across future messages.

Write the missing-data version too

An illustrative greeting is “Hi {firstName}” with “there” configured as the fallback in the Loops editor. A contact without a name then receives “Hi there”. Set the fallback in the editor panel rather than typing fallback syntax into the tag.

Missing dynamic values without fallbacks can prevent campaign or workflow emails from sending. Test a populated value, a missing value, and a long value before enabling the email. If a missing project name makes the whole message misleading, correct the data or send a more general message instead of inserting a plausible guess.

Keep the content and destination consistent

A message about a customer’s current plan should link to the relevant account screen. Check that another signed-in user cannot access private account information through that link. Avoid putting sensitive details in a subject line that can appear on a lock screen.

Personalization also depends on list segmentation: the right sentence still fails if it reaches the wrong audience. Review the chosen group, the rendered copy and the destination together. Measure the intended action, such as completing setup, before concluding that personalized copy improved results.

Related reading

List segmentation · Email automation · Subject line · Lead nurturing