Email Personalization with Custom Data Field Properties

Sending personalized email at scale is part of the magic that helps drive your response rate and boost deliverability.

We allow you to personalize the subject line and the message body for each email you send. By adding any of the following tags to your message content, we will dynamically convert these personalization tokens into the data field value contained for each contact record. You could even add the name tags to the subject line of your email for a more personal touch.

Personalization tags are derived from data fields / columns that exist in your Contact Lists or CRM. We translate these data fields into personalization tags that are automatically filled-in for each recipient at the time of sending.

Default field examples

• First Name (everything up to the first space character) - [firstname]
• Last Name (everything after the last space character) - [lastname]
• Full Name - [name]
• Email Address - [email]
• Company name - [company]

Smart Fields

The first name and last name personalization tags are smart fields that are built from the recipients Full Name and the value that is stored in our default 'Name' data field. If the name data field is empty for a recipient, there will be no value first firstname or lastname.

Built-In Hygiene for Contact Names

Leadfwd will automatically sanitize [name] and [firstname] personalization to ensure a clean and consistent format:

Example:

• JOHN DOE, john doe, john Doe, etc. will automatically reformat to John Doe.
• JOHN, john, jOHN, etc. will automatically reformat to John.

Built-In Normalization and Hygiene for Company Names

Leadfwd will automatically clean up [company] personalization and strip out corporate identifiers (i.e. Inc., LLC., Corp., etc) when you use [company_clean].

Leadfwd can identify 25+ domestic and foreign corporate entity attributes. 

Example:

• Leadfwd Corp. will automatically reformat to Leadfwd
• ABC Widgets LLC. will automatically reformat to ABC Widgets.

Normalized company names help convey human-personalization that isn't system generated and is conversational. 

Fallback for Empty / Blank Data Fields

In some cases you may not have a field value for every single recipient. When this occurs you can define a fallback value to use that is static. For example:

[firstname,fallback=Friend!]

If you're missing a name value then we'll automatically fill the personalization space with 'Friend'.

Personalization using Custom Data Fields

As well as personalizing your message with variations of name and email address, you can also add any custom fields you might have set up in your Contact List or synchronized from your CRM. These custom fields can be created in the List Manager when you create/update a list or setup a CRM connector.

When adding a custom field, we'll automatically generate a personalization tag for that field. Whenever you add these tags to a message and send it to a recipient, those fields will be populated with each unique recipients data.

Using Personalization Tags

Inserting a personalization tag is very easy and it can be done in one of two ways. You can either manually enter the personalization tag when creating your email or you can use our Email Compose / Personalize menu to select a personalization tag:

How to test your personalization

Once you have the personalization tags inserted into your email, you will want to send yourself a test and see them in action. 

You will see that you can choose to send a personalized version of your message to any email address. The personalization tags will be filled out using the details of a random contact from your list, so you can see the email exactly as they will when you send the message.