Personalizing your content helps your team deliver relevant experiences across email campaigns, website custom widgets, popups, and automated chatbot conversations. By showing each contact tailored information based on their profile attributes, past website actions, and purchase history, you build stronger customer relationships and drive engagement.
Every customer interacts with your brand in their own way, and generic, one-size-fits-all marketing rarely catches their attention. When you send blast emails or show static website banners that ignore a person's interests, contacts tune out, click through less often, or unsubscribe altogether.
Tailoring your communication creates an immediate difference in how contacts engage with your brand:
Customers expect tailored experiences: 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this does not happen.
Higher sales and purchasing intent: 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Faster revenue growth: Fast-growing companies drive 40% more of their revenue from personalization than their slower-growing peers.
Greater email response: Segmented, personalized email campaigns generate up to 6 times higher transaction rates than non-personalized mailings.
When you greet returning contacts by name, display items they recently viewed, send timely WhatsApp or SMS reminders, or present special offers based on lifetime spend, you show your audience that you understand their needs. This relevance builds trust, keeps your brand top of mind, and helps your marketing campaigns convert at a much higher rate.
Explore these methods to personalize content across your marketing channels and website.
Dynamic content tags (merge fields) let you insert values from contact profiles, company records, sender profiles, global workspace variables, or individual coupon codes directly into your text. You can add fallback values so your sentences still read naturally when a field is empty (for example, displaying "there" if a contact record has no first name).
This is the foundation of personalization. Dynamic content attribute tags are placeholders you drop into your messages. When the message sends, Positive User swaps the tag out for the real data saved on the recipient's profile.
To use these, you first need to collect data. As anonymous contacts browse your site, fill out forms, or when you import lists into the "Contacts” section, their profiles fill up with rich attributes.
For example:
Contact details: First name, city, or custom data your team creates, like a loyalty tier.
Company details: Industry, domain, or company size - perfect for B2B communication.
Deal and Task details: Information pulled directly from the "Sales" section, such as an active quote amount, a deal stage, or an upcoming meeting date.
Imagine sending an automated follow-up that says, "Hi John, we prepared a custom summary for the team at Acme Corp," instead of a cold "Dear Customer." It builds immediate rapport. You can always set a fallback word (like "there") just in case a contact's profile is missing that specific detail.
Where you can use this:
Emails, SMS, web and mobile push notifications, website popups, in-app messages, custom widgets on your website, and chatbot messages.
While attributes tell you who someone is, events tell you what they do. Choose a method to log actions as contacts navigate your site or interact with your apps and enrich contact profile with the following details:
Simple events: Everyday actions like downloading a pricing PDF, registering for a webinar, or clicking a specific promotional button.
Product events: E-commerce actions like viewing a specific pair of shoes, adding an item to a cart, or completing a transaction.
By inserting dynamic event tags into your content, you can trigger a message right after an action happens, enriched with the exact details of that interaction. For example, if a contact abandons their shopping cart, you can send an automated email that displays the picture, title, and price of the exact product they left behind, making it incredibly easy for them to click and complete the checkout.
Where you can use this:
Automated abandoned-cart emails, browse-abandonment website popups, custom widgets showing recent activity, and WhatsApp or push notification reminders.
Instead of guessing what your contacts want to buy, let our algorithms do the heavy lifting. Product recommendation engines analyze the browsing habits and purchasing history of your audience to predict what they will be most interested in next.
You do not have to manually pick items for your weekly newsletter. You simply drop in a recommendation block, and the engine populates it uniquely for every single reader.
Consider adding a dynamic recommendation grid to your monthly newsletter that automatically shows each subscriber items matching the categories they explored most often during previous visits.
Where you can use this:
Automated recommendation emails, pop-ups with suggestions on a cart page, custom widgets showing best sellers on a main page.
Sometimes you need to personalize content based on your own company's changing data, not just the contact's data. Global variables are custom values you define once in your workspace settings.
Think about seasonal promo codes, your support phone number, or pricing links. Instead of hard-coding "SUMMER26" into 50 different emails and popups, you insert a global variable tag. When autumn arrives, you update the variable once in your settings, and every active campaign updates automatically. You can even set global variables to change based on the contact's language, ensuring everyone gets the right localized link or text.
Where you can use this:
Across all messaging channels, including emails, SMS, website popups, custom widgets, and live chat.
Personalization is not just about swapping words; sometimes you need to swap entire sections of a message. Conditional blocks let you create up to 20 different versions of a single layout row inside the drag-and-drop email builder.
Let's say you want to send a newsletter to your entire database. With conditional blocks, you can set a rule to show a "10% off your first order" banner to new subscribers, while your VIP customers see an exclusive "Early Access" invitation in that exact same spot. You save hours of work because you only have to build and send one campaign instead of managing multiple lists and drafts.
Where you can use this:
Directly inside the drag-and-drop builder for email campaigns and automations.
Custom Widgets let you bring all of the personalization methods mentioned above directly to your website. While emails reach people in their inbox, custom widgets personalize the live, on-page experience while contacts browse.
When a known contact lands on your homepage, a custom widget can greet them by name using attribute tags, display the items they left in their cart using event tags, and suggest new items using the product recommendation engine. It turns a static web page into a highly personalized, dynamic storefront tailored specifically to the person viewing it.
Where you can use this:
Created in "Website Experience" and embedded on any page of your website where your tracking code is active.
Cart Recovery Campaigns: Display the exact items an individual contact left in their cart inside an automated email or exit-intent popup, paired with an individual coupon code to motivate checkout.
Dynamic Website Experiences: Use custom widgets on your website to greet returning contacts by name and feature catalog items matching categories they recently viewed.
Chatbot VIP Greetings: In automated conversations, route contacts and tailor chatbot welcome messages based on calculated attributes, such as lifetime spend or membership status.
Targeted Popup Upsells: Display a website popup presenting related catalog items filtered by category when an anonymous contact or known contact browses a specific product page.
