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Act-On Software

Inserting a Personalization Field into an Email Message

AUDIENCE: Administrators, Marketing Users, Sales Users (Salesforce only)

  • Learn how to insert personalization variables within your email messages to customize the content to your recipient and sender.
  • Learn how to personalized your message's Subject Line.
  • Learn how to add generic text.
Countless studies have shown that personalized emails have higher open rates, higher clickthru rates, and can increase transactions & revenue.


here’s a reason your inbox is filled with messages that call you by name and ask you how the weather is in your city: personalization works. In fact, according to Econsultancy, 74% of marketers say targeted personalization increases customer engagement. Personalized emails also generate up to six times the revenue per email than do non-personalized emails, according to Experian’s Email Market Study.

Act-On messages can be quickly customized according to the recipients' information found within your list. Once you identify your target list, ensure the appropriate fields are mapped properly to the Standard Field Names set up in your account. If you upload a new Marketing list, Act-On will try to map the fields to the Standard Field Names automatically.

  • Insert a new Rich Text Block, or hover over an existing Rich Text Block and click the Pencil icon to edit.
  • Click the Insert Personalization Field icon (signified by the red 'f').
  • Click the Recipient PersonalizationSender Personalization, or Header/Footer Link tab.
    • Recipient Personalization – Choose from the defined Standard Field Names or fields from a specific recipient list or segment. Optionally, you can add generic alternate text to use for contacts with missing values for this field.
    • Sender – Select a field in the drop-down menu to personalize the email sender contact information
    • Header/Footer Link – Choose from the Opt-Out link or View Message in Browser link
  • Click Insert.
  • Click Close.

Personalization Fields are great for the greeting and body of your message, but you can take it a step further and personalize the subject line of your messages as well. Using Standard Field Names like

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, Last Name, Salutation, Mailing City, Birthdate, etc. you can create a personalized subject line that can ultimately increase the success of your message.

To insert a personalization field into your message subject line:

  • First we will need to create a personalization field with some generic text if your recipient is missing the Standard Field information.
  • Click the Design tab in the new composer and click the Pencil icon on the Rich Text Block to edit.
  • Click the Insert Personalization Field Icon.
  • Create the Personalization Field then click Insert.
  • Copy the newly created Personalization Field then close the Rich Text Block (no need to save the field).
  • Click the Address tab and paste the Personalization Field into the Subject Line field.
  • I used "Howdy, ((=((First Name))|((My Friend))" so when I send a test email to myself the email will display either "Howdy, Dan" or "Howdy, My Friend" depending on if the Standard Field Name populated in the list.

The result:

Test Your Personalization Fields

  • From within the email composer, click the Address tab to identify the recipient target lists or segments.
  • Click Personalization Fields.
  • Act-On will evaluate your message and find all areas where a personalization value needs to be inserted.
  • Click Review and click the checkbox for Sample Preview.
  • Under Sample Preview, Act-On will provide a sample list of the intended recipients and allow you to view how the message will be received by those recipients.
  • Personalization variables are not displayed if generic alternate text is inserted in the message
Note: If there are duplicate records in the target Marketing list, Act-On will use the personalization fields from the first record found in the list.


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