Personalised fields let you tailor your email campaigns to each individual customer by automatically replacing a token with their details. For example, displaying their first name in the subject line or email body.
Why personalisation matters
Personalising your email campaigns is one of the most effective ways to improve performance and build stronger customer relationships. When a customer sees their name in a subject line or email body, it immediately feels more relevant and less like a mass communication.
From a marketing perspective, personalisation can help you:
Increase open rates Emails with personalised subject lines are more likely to stand out in a crowded inbox.
Improve click Through rates and relevant content encourages customers to engage with your message.
Build customer loyalty, as personalised communications show customers that you value them as individuals, not just contacts in a list.
Drive conversions as a tailored message is more persuasive and more likely to prompt action, whether that's a purchase, a booking, or a visit.
🤓 Tip: Even a simple first-name personalisation in the subject line can make a significant difference to your open rates. It's one of the easiest wins in email marketing.
Before you start
Personalised fields in your campaigns are drawn from your export fields. Before adding personalisation, make sure the relevant fields are included in your export format.
📌 Note: Export fields are the dynamic fields used to personalise your campaign content. For example, first name and last name. These are configured in the Export Fields drop-down in the Create step of the Campaign Builder. By default, the pre-set export format for campaigns is StandardEmail, which includes common fields such as first name.
Add a personalised field to the subject line
The subject line is set in the Sender step of the Campaign Builder. You can insert a personalised field here so that each customer sees their own details, for example, their first name, when the email arrives in their inbox.
From the left-hand menu, click Campaigns.
Click Campaign Builder and work through the steps until you reach the Sender step.
In the Subject field, place your cursor where you want the personalised field to appear.
Click Insert Personalisation
icon.From the displayed dropdown select First Name.
📌Note: You will notice <#First Name> included; this field will later show the customer's name based on the available data. If no information is provided, the field will remain blank for customers without a first name in their profile.
Continue to the next step of your campaign creation by clicking Save & Continue.
🤓 Tip: As you fill in the Subject field, the email preview on the right-hand side automatically updates so you can see how your subject line will appear in a customer's inbox.
Add a personalised field to the email body
Personalised fields in the email body are added in the Design step of the Campaign Builder, using your chosen email template. To add this, follow the steps below:
From the left-hand menu, click Campaigns.
Click Campaign Builder and work through the steps until you reach the Design step.
Click Use by the template you want to use for your campaign.
In the template editor, click on the text block where you want to add the personalised field.
On the second line of the formatting bar, by Perso Fields, click the arrow
icon.From the displayed dropdown select First Name.
Once you're happy with the design, click Apply Design.
📌 Note: When you click Apply Design, a pop-up appears to validate your campaign. This includes a Verifying perso fields check, if any personalised fields in your design aren't correctly added, this will flag them so you can fix them before the campaign sends.