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Personalization and Dynamic Content

Explains how merge fields and conditional content tailor a single Edition to each individual recipient.

In short​

Personalization lets one Edition speak to every subscriber differently. You build the Edition once, drop in placeholders that pull each subscriber's own data (first name, city, account tier), and add rules that show or hide whole sections depending on who is reading. When the Edition is sent as a Broadcast, each subscriber receives a version assembled just for them.

Two building blocks do most of the work:

  • Merge fields (personalization tags) — placeholders that are replaced with a value from the subscriber's record at send time, for example a greeting that reads "Hi Priya" instead of "Hi there".
  • Conditional (dynamic) content — rules that include or swap a block of content based on subscriber attributes, so different audiences see different offers, images, or calls to action inside the same Edition.

Why it matters​

Relevant messages earn more opens, clicks, and replies, and fewer unsubscribes. Instead of cloning an Edition for every segment, you maintain a single version and let the data drive the differences. That means less duplicated work, fewer mistakes, and one place to update when content changes.

How it works​

  1. Each subscriber has a profile of fields — some standard, some custom to your account.
  2. In the Edition you insert merge fields where personal values should appear, and wrap sections in conditional rules (for example, "show this block only when plan = premium").
  3. Always set a default (fallback) value for merge fields so a missing value never leaves a blank or a broken greeting.
  4. At Broadcast time the platform evaluates each subscriber's data, fills in merge fields, and resolves conditions to assemble that subscriber's final message.

(Confirm the exact insertion steps and available fields in your account.)

Always send yourself a test and preview as a sample subscriber before broadcasting, so you can confirm fallbacks and conditions behave as intended.

Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.