Use Personalization Tags
Using our personalization tags is a great way of starting a more in depth one to one discussion with your subscriber base. By including the information you have about your subscribers into your email / landing page templates, you will start a more meaningful dialogue with prospective customers, increase results and capture more useful reporting intelligence from your activities.
To include personalization tags for the standard fields into your email, simply make use of the “insert personalization” button in the text editor, inside the email and landing page designers.
To use personalization tags for your custom fields, it’s a little more complex, so just follow these steps, as outlined below:
Step 1: If you have not done so already, navigate to the List Management page and view the lists you plan to use for the campaign.
Step 2: Scroll over to the 4th Tab entitled “Personalization Tags” and click to open up the details
Step 3: Review the fields available and make your choices as to which personalization tags you wish to include
Step 4 (Optional): Edit your merge tag text for your custom fields (if desired). This works well if you are using multiple lists where the tag created automatically is slightly different for the same field as the field name was different.
E.g. If my field is named Number of IT Users & in another list it is named IT Users, then I will write “ITUSERS” inside the merge tag box, overwriting the existing tag for the first list by creating a tag of ” [*!ITUSERS!*] ” that I can use across both lists.
Step 5: Update the “default merge tag value” for your custom fields, as this usually left blank. This field represents the default option that your custom merge tag will show in the text of your campaigns when you use this tag, assuming that the field in question is blank for a particular contact record. To update this for standard fields, please visit the list settings tab instead.
Step 6: Click on the button to copy the tag to your clipboard and head into your email template / add this directly into the custom code you plan to upload (or already have) – done! This will then auto populate the relevant information from that field for each subscriber into their individual emails, or produce the fallback terms specified, if the field for that customer was blank.
Example of how to use a personalization tag effectively:
“Companies with [*!ITUSERS!*] IT users often find that..”
By including this tag in the sentence this way, it will personalize each email for each recipient creating variations such as:
“Companies with 2500 IT users often find that…”
“Companies with 100-200 IT users often find that…”
“Companies with 1000+ IT users often find that…”
Alternatively this would populate the fallback terms provided, so “any number of” / “0+” / “a lot of” or similar could be used as fallback terms and this would update the sentence to say “Companies with any number of IT users often find that…” or similar. This ensures that your personalization tag can be used across your whole list, without needing to exclude contacts where information is not available.
It’s a tricky area, but definitely one that is worth wrapping your head around in order to get the best results out of your email marketing. If you need any further advice / guidance feel free to reach out to one of our support representatives directly who will be happy to help you set up your first personalized campaign.