Personalize your content

.With personalization tokens, you can show personalized content to your contacts based on their property values. For example, you could address an email to "Dear [first name]," and pull in each contact's first name from their contact record. 

This article covers how to add personalized content to rich text modules in the content editor, marketing email editor, SMS editor, and design manager. Learn how to add personalization to email subject lines and sales email templates or snippets.

Before you get started

Before you begin working with this feature, make sure to fully understand what steps should be taken ahead of time, as well as the limitations of the feature and potential consequences of using it. 

Understand requirements

• A Marketing Hub subscriptionis required to add personalization tokens to forms, SMS messages, and marketing automation.
• A Content Hub subscription is required to add personalization tokens to website and landing pages. 
• The Marketing SMS add-on or Marketing SMS Short Code add-on is required to add personalization tokens to SMS messages. 

Understand limitations & considerations

• In order for personalization tokens to show a value, the contact viewing the token must be a tracked visitor with a contact record in your CRM and a known property value for that token.
• If you don't set a default value for a personalization token, the token will be left blank for contacts who don't have a value for that property. 
• Only contact and company personalization tokens can be tested in test emails. 
• Custom object names that contain hyphens cannot generate personalization tokens. Learn more about editing custom object names. 
• In quotes, personalization tokens should not be used for properties updated after a quote is published, such as Payment status and Payment date. These properties will not update after the quote is published. 

Add personalization to your content

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.
  • Email: In your HubSpot account, navigate to Marketing > Email.
  • SMS: In your HubSpot account, navigate to Marketing > SMS.
• Click the name of your content. 
• In the editor, click a rich text module, then click Personalize.
• Click the Type dropdown menu and select a category of personalization token. 
• Click the Token dropdown menu and select a property. You may be prompted to select additional information about your chosen property. 
• Enter a fallback value for the personalization token. The fallback value will be used when the contact does not have a value for that specific property. Learn more about setting global default values for personalization tokens.
• Click Insert. You'll see the token highlighted in the rich text module with the name of the selected property.

Review available personalization tokens

The available tokens and their associated properties depend on the type of content you're creating. 

Personalization tokens available for all content types 

• Company: these tokens use the values for the company properties associated with contacts in your HubSpot database. This includes tokens for company owner, total revenue, industry, and name. 
• Contact: these tokens use the values for any contact properties associated with contacts in your HubSpot database. This includes tokens for contact owner, first name, last name, and email.

Personalization tokens available for marketing emails

The personalization tokens available in a marketing email depend on the type of email you're creating:

• All marketing emails: if you're editing a regular marketing email or automated marketing email, you can include personalization tokens related to your office location details or email subscription type:
  
  • Office Location: these tokens are from the email footer information in your settings. This includes tokens for city, state, and zip code. 
  • Subscription type: this token uses the name of the email's subscription type.
• Automated marketing emails: if you have a Marketing Hub Professional or Enterprise account, and you have Edit access to workflows, you can insert a personalization token into an automated marketing email that matches the type of record that will be enrolled in your workflow:
  • Deal: these tokens use the values for the deal properties. This includes tokens for the deal owner, amount, and closed won date.
  • Ticket: if you have a Service Hub Starter, Professional, or Enterprise account, you can use ticket properties.
  • Custom object: if you have an Enterprise account, you can use properties from any custom objects you've created.
  • Subscription: use a property from a subscription record associated with the recipient.
  • Invoice: use a property from an enrolled invoice record.
  • Quote: use a property from an enrolled quote record.
  • Cart: use a property from an enrolled cart record. Carts can be synced from one of your ecommerce accounts using data sync:
    
    • In your HubSpot account, navigate to CRM > Contacts.
    • Click the Contacts dropdown menu, then select Carts.
    • Click Set up data sync, then follow the prompts to connect HubSpot and Shopify using data sync.
  • User: use a property from an associated user in your HubSpot account.

Preview personalization

Once you've added personalization tokens to your content, you can preview how that content would appear to a specific contact. 

Preview personalization in pages

• Navigate to your content:

  • Website Pages: In your HubSpot account, navigate to Content > Website Pages.
  • Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.
• Click the name of your page. 
• In the content editor, click Preview in the top right. 
• In the top left, click the Preview as dropdown menu and select Contact. 
• Click the second dropdown menu and select a contact. 

Preview personalization in emails

• In your HubSpot account, navigate to Marketing > Email.
• Click the name of a draft or automated email. 
• In the email editor, click the Preview dropdown menu in the top right, then select Preview as contact. 
• On the preview screen, click the Preview as a specific contact dropdown menu and select a contact. 

Preview personalization for SMS

• In your HubSpot account, navigate to Marketing > SMS.
• Click the name of a draft SMS message. 
• In the SMS editor, click the View default preview message on the right and select a contact. The preview below will update to show how the message would appear for that contact. 

Add personalization to a coded template 

You can use supported variables, HubL filters, and HubL functions to add personalization tokens to a coded template. 

• In your HubSpot account, navigate to Content > Design Manager.
• In the left column, click the name of a coded template. 
• In the code of the template, add the HubL variable surrounded by two sets of brackets where you want the personalization token to appear.
• For example, if you wanted to add the First name contact property to a coded template, you would format it like this: .
• When you've finished editing your template, click Publish changes in the top right.