How to create a personalization tag

Requirements

You must have the Developer or Admin role to create a personalization tag. If your organization uses custom roles, your role needs the Create Personalization Tags permission to create a tag, Update Personalization Tags to edit one and Delete Personalization Tags to delete one.

This article shows you how to create a personalization tag, so the people building emails can add personalized content without writing ESP code.

A personalization tag is a named placeholder for recipient data, such as a first name. You set up the tag once with the ESP code it stands for, e.g. {{first_name}}. Anyone building an email can then insert the tag by name, and when the email is exported, EmailShepherd replaces the tag with that code.

Before you begin

If you export to more than one ESP, set up a dynamic content profile for each one first. You can then give the tag different code for each ESP.

Create a personalization tag

1. In the sidebar, click Dynamic Content, then select the Personalization Tags tab.
2. Click Add Personalization Tag.
3. In Label, enter the name people will see in the editor, e.g. “First name”.
4. In Default Value, enter the ESP code the tag exports as, e.g. {{first_name}}.
5. In Example Value, enter the value to show in test emails and previews, e.g. “Joe”.
6. If you have dynamic content profiles, under Dynamic Content Profile Values, enter the code for each profile that needs different code from the default. For example, {{first_name}} for a Klaviyo profile and *|FNAME|* for a Mailchimp profile. Leave a profile blank to use the default value.
7. Click Create Personalization Tag.

Note

The default value is used when an email is exported without a dynamic content profile, or with a profile you haven’t entered a value for.

To use the tag in an email, see How to use personalization tags in an email.

Edit or delete a personalization tag

1. In the sidebar, click Dynamic Content, then select the Personalization Tags tab.
2. Beside the tag, click the edit icon or the delete icon.
   • Edit: change the tag’s details, then click Update Personalization Tag.
   • Delete: confirm that you want to delete the tag.

Changes to a tag apply to every email that uses it the next time the email is exported.