Omnisend has a wide range of features that help you to personalize the messages sent to your readers. They can include any piece of data describing the recipient (first and last names, gender, address, etc.) or providing some insights about the order, for example, its billing and shipping information.

In this article, we will look into different pieces of data that can be added to the content of your messages and how to do this.

Contents

Before you start
How does it work?
Personalization variables

Before you start

You can use personalized data for communication in both Campaigns and Automation workflows. However, in contrast to Campaigns, Automations that are triggered by a specific event can carry information about that event (abandoned cart link in the Abandoned Cart flow or tracking link in the Shipping Confirmation one).

If you set the trigger in the Automation workflow to the Custom Event passed by 3rd party application, the personalization menu will provide an additional category with the list of the custom fields that event is carrying.

The information about your contacts can be added to all channels:

  • Email
  • SMS
  • Push Notifications
  • Facebook messenger.

How does it work?

Personalized variables can be added as a regular text or as a personalized link in various fields, as long as you have a tag option to insert it, such as:

The information can be added to the following pieces of data:

  • Email message subject line;
  • Content of the message;
  • Content Blocks in the Email message.

Once you select the personalization category and the value, Omnisend will automatically place that information in the message you want to send. Just make sure it is available to Omnisend; otherwise, the system will leave it blank, for example:

Hello [[contact.first_name]]!

If the subscriber's name is in our database, the output will be: Hello John!

If the subscriber's name is unknown, the result will be: Hello!

You can also define a specific text (AKA fallback text) that will work as an alternative for an empty value if, for example, your subscriber's name is unknown:

Hello [[contact.first_name|default:'there']]! 

If the subscriber's name is in our database, the output will be: Hello John!

If the subscriber's name is unknown, the result will be: Hello there!

Conditional personalization

You can also add a different text based on the value that each of the personalization variables has. For example, you can show different text depending on the country field value:

[% if contact.country == "France" %] Bonjour! [% else %] Hello! [% endif %]

If the subscriber's country in our database is France, the output will be: Bonjour!

If the subscriber's country is different, the output will be: Hello!

💬 If you have used personalization in the email channel before, the old syntax {{name}} will keep working, but new emails will be created using the new syntax [[contact.name]].

Personalization in the Email message Content blocks

Personalization can be added to different parts of a single Content block, including the Title, Text, and Link.

Not all of the Content blocks let you add the personalization variable:

  • Gift Box;
  • Scratch card;
  • Customer feedback.

To address this problem, you can use a combination of the Text + Gift Box Content blocks, etc.

💡 Some of the event-based Content blocks may have a personalized variable as an inherent property. In such cases, you won't find the personalization tag. For example, the Checkout button in the Abandoned Cart sequence has the abandoned cart link preset. The personalization tag shown in the screenshot would add the link to the name of the button.


Personalization variables

In the Personalization menu, you will see different categories of personalization variables, including:

  • Contact;
  • Account;
  • Date;
  • Event (for event-based Automations only).

Contact variables

The list of the default properties includes the general information taken from your contacts' profiles and custom properties.

Email
Name
Surname
City
Country
State
Phone number
Postal code
Unsubscribe link
Preference center link
>Custom properties

If you collect some custom subscriber information such as clothing size or loyalty points, you can add it to the content of the message by clicking on Personalization tag -> Contact -> Custom properties:

Custom information about your contacts can be collected with Signup forms, Subscriber Preference page, assigned manually, or by an integrated third-party app.

Account variables

Among the Account variables, you can find the information about your store that you might want to add to the message.

Name
Address
City
Zip / Postal code
Country
Website URL
Time zone
Currency

Date variables

Here, you can find the information about the date when the email was sent. Since your Automated messages can be triggered on different dates and at different times, the time and date when the email was sent will be added to the message content.

Current day
Current day name
Current month
Current month name
Current year

Event variables

Unlike other variables, Event variables can be added to the Automated workflows only. The list of the variables will also depend on the type of Event in the trigger settings. In general, those might be categorized as follows:

  • Order variables for the Order placed & Order status change triggers;
  • Abandoned Cart URL variable for Abandoned cart trigger;
  • Custom variables for Custom event trigger.

💬 Learn more about Custom events and custom fields in the corresponding article.


Have more questions? Feel free to contact our Support Team via in-app chat or at support@omnisend.com.

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