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Personalizing Emails

Personalization makes your emails more relevant and engaging by tailoring content to each recipient. Brew’s editor provides powerful tools for adding dynamic content, conditional logic, and audience-specific messaging.

Merge Tags

Insert dynamic content like names, companies, and custom fields

Conditional Content

Show different content based on recipient data and behavior

Audience Targeting

Tailor messaging for different customer segments and lifecycle stages

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Merge Tags

Merge tags insert dynamic content into your emails, making each message feel personal and relevant.

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Basic Merge Tags

Contact Information:
  • {CONTACT:firstName} - Recipient’s first name
  • {CONTACT:lastName} - Recipient’s last name
  • {CONTACT:email} - Recipient’s email address
  • {CONTACT:company} - Recipient’s company name
Custom Fields:
  • {CONTACT:jobTitle} - Custom job title field
  • {CONTACT:industry} - Custom industry field
  • {CONTACT:location} - Custom location field

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Using Merge Tags

1

Insert merge tags

Use the Insert merge tag button in the editor or type them directly:
  • Click the merge tag button in the toolbar
  • Select from available contact properties
  • Or type directly: {CONTACT:firstName}
2

Add fallback values

Always provide fallback values for missing data:
  • {CONTACT:firstName|Friend} - Shows “Friend” if no first name
  • {CONTACT:company|your company} - Shows “your company” if no company
  • {CONTACT:jobTitle|colleague} - Shows “colleague” if no job title
3

Test your personalization

Preview your email with test data to ensure merge tags work correctly.

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Conditional Content

Show different content based on recipient data, behavior, or audience segment.

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Basic Conditional Logic

Show content based on subscription groups: 
{IF:CONTACT:subscriptionGroups contains "Premium"}
  Thank you for being a Premium subscriber!
{ELSE}
  Upgrade to Premium for exclusive benefits.
{/IF}
Show content based on custom fields: 
{IF:CONTACT:industry equals "Technology"}
  Here's how our solution helps tech companies...
{ELSE}
  Here's how our solution helps businesses...
{/IF}

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Advanced Conditional Logic

Multiple conditions: 
{IF:CONTACT:subscriptionGroups contains "Enterprise" AND CONTACT:location equals "US"}
  Your dedicated US account manager will contact you.
{ELSEIF:CONTACT:subscriptionGroups contains "Enterprise"}
  Your account manager will contact you.
{ELSE}
  Contact our sales team for assistance.
{/IF}

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Audience Targeting

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Subscription Group Targeting

Target content to specific subscription groups:
“Show this section only to Premium subscribers” “Add enterprise-specific benefits for Enterprise subscribers” “Include different CTAs based on subscription level”

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Lifecycle Stage Targeting

Tailor content based on customer lifecycle:
  • New subscribers - Welcome and onboarding content
  • Active users - Feature updates and tips
  • At-risk customers - Retention and re-engagement content
  • Churned customers - Win-back offers and feedback requests

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Behavioral Targeting

Target based on recipient behavior:
  • Email engagement - Different content for high vs. low engagement
  • Website activity - Content based on pages visited
  • Purchase history - Product recommendations and upsells
  • Event attendance - Follow-up content for webinar attendees

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Personalization Best Practices

Begin with basic personalization like first names and companies, then add more complex conditional logic as you get comfortable.
Always test personalization with different data scenarios to ensure content displays correctly for all recipient types.
Always include fallback content for missing data to ensure emails display properly even with incomplete contact information.
Only use personalization data that recipients have explicitly provided or that you have permission to use.

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Advanced Personalization Techniques

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Dynamic Product Recommendations

{IF:CONTACT:purchaseHistory contains "Product A"}
  Since you purchased Product A, you might like Product B...
{ELSE}
  Here are our most popular products...
{/IF}

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Location-Based Content

{IF:CONTACT:location equals "US"}
  Free shipping on orders over $50
{ELSEIF:CONTACT:location equals "EU"}
  Free shipping on orders over €45
{ELSE}
  Free shipping on orders over $75
{/IF}

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Time-Based Personalization

{IF:CONTACT:timezone equals "PST"}
  Join us at 2 PM PST for our webinar
{ELSEIF:CONTACT:timezone equals "EST"}
  Join us at 5 PM EST for our webinar
{/IF}

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Troubleshooting Personalization

Common issues:
  • Check spelling and case sensitivity
  • Ensure contact data exists
  • Verify field names match your contact properties
  • Test with sample data
Troubleshooting steps:
  • Verify condition logic is correct
  • Check that contact data matches conditions
  • Test with different data scenarios
  • Review fallback content

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Need Help?

Our team is ready to support you at every step of your journey with Brew. Choose the option that works best for you:
  • Self-Service Tools
  • Talk to Our Team

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