Email personalization

Email personalization allows you to tailor email content to each recipient by using attributes and placeholders. This helps you create more relevant and engaging messages while reaching many customers at once.

Placeholders

Use placeholders to personalize your emails with standard and custom attributes, such as names, account numbers, or other profile data. This makes each message feel tailored to the recipient, even when sending to a large audience. Standard and custom attributes are linked to People profiles. See People to learn more about attributes and how to set them up.

When adding a link, you can also define it as a special link:

View in browser: {$browserlink}
Unsubscribe: {$unsubscribe}

Note

The View in browser feature is not automatically enabled for email traffic sent over API. To activate it, contact Support or your account manager.

Simple expressions

Simple expressions let you format and manipulate any personalization you add to an email message. The available options depend on the data type of the attribute you insert, ensuring consistent display.

Supported formatting options:

String: Proper case, lower case, upper case
Numeric: Round (down if less than X.5, up if greater than or equal to X.5), floor (always round down), format with two decimals
Date/Time: US format (yyyy-MM-dd or yyyy-MM-dd hh:mm), EU format (dd/MM/yyyy or dd/MM/yyyy hh:mm), day of year, day of week, month of date

Example:

If you insert the firstName attribute, you can format it as:

Proper case → John
Lower case → john
Upper case → JOHN

Display conditions

Display conditions let you define rules for showing or hiding content in your email. This ensures each recipient sees content tailored to their attributes or interests, even when the same message is sent to the entire audience. You can create up to 50 conditions per message.

How to create a display condition

To create a display condition:

In the Email Editor, go to the Display conditions tab.
Select Create condition.
Enter a Name and Description.
Select an Attribute (for example, Interest = Messaging).
To create more complex logic, use AND or OR operators (for example, Interest = Messaging OR Technology).
Select Save.

Assigning a condition to content

To assign a display condition to your content:

In your email design, select the row or content block.
In the property panel, select Add display condition.
Choose the condition you want to apply.
Test your conditions in Preview by using the Test placeholders tab.

Example:

If your newsletter contains multiple topics, you can use display conditions to show only the sections that match the recipient’s interests (for example, messaging or technology).

Repeat block

The repeat block feature lets you add personalized lists to your email messages, where items are dynamically loaded for each campaign or recipient. Use repeat blocks to create messages such as:

Cart abandonment reminders
Newsletters
Low stock alerts
Price drop notifications
Policy expiration reminders

A repeat block works by looping over a list (array) of data and automatically repeating a section of your template for each entry in that list. Item properties are dynamically inserted into each repeated block.

How to create a repeat block

To create a repeat block:

Create a Custom email message or open a template.
Design the layout for the content you want to display.
Select the block you want to repeat.
Select the Placeholder icon.
In the pop-up window, choose the list of items (from Catalogs or List attributes).
To refine your list, select Filter to define which items should appear.
Set the Maximum amount of items to display.

Best practice: Limit repeat blocks to 15 items per message for optimal performance and readability.

Personalization with Catalogs

If Catalogs are your source of data, you can match items to each recipient to personalize your message:

Choose the Catalog field you want to match to a People attribute. Only items that match the recipient’s attribute are shown in the email.
Add multiple match rules to tailor the list further. For example, show products from the Catalog that match the recipient’s Size and also fall under a Category they are interested in.
Use the Sort option to control the order in which items are displayed.
Under the Available placeholders section, review the data you can dynamically insert into your message.
Select Preview to test how the personalized list appears for each recipient.

Template language

The new template language introduces a more powerful, readable, and standardized syntax for dynamic email content. Use the template language within your HTML content and define placeholder values in the to parameter of your request.

Recommended syntax for new projects:

Placeholders: {$placeholder}
Expressions: {{ ... }}
Logic tags: {% ... %}

Conditions

Use the {% if %} tag to show content based on whether an expression evaluates to true.

Close every block with {% endif %}. You can extend logic with {% elseif %} and {% else %}.

Example:

Input	Output
`{% if {$firstName} == "Alex" %} Hey Alex!{% elseif {$firstName} == "Anna" %}Hey Anna!{% else %}Hi Stranger!{% endif %}`	Hey Anna!

Operators

You can use logical and comparison operators inside if statements.

Operator examples

Loops

Use {% for %} to iterate through collections such as arrays or objects. Add limit:n to restrict the number of iterations. Close every block with {% endfor %}.

Iterating over a list of elements

Input	Output
You left products in your cart: `\{% for item in \{$cart\} limit:3 %\}` `\{\{ product \}\}\{% endfor %\}`	You left products in your cart: Shirt Jeans Shoes

Iterating over a list of objects

Input	Output
You left products in your cart: `\{% for item in \{$cart\}  limit:3 %\}` `\{\{ item['name'] \}\}, \{\{ item['price'] \}\}, \{\{ item['quantity'] \}\}` `\{% endfor %\}`	You left products in your cart: Shirt, 10 EUR, 2 Jeans, 20 EUR, 1 Shoes, 50 EUR, 1

Calculate the item position in the list

You can calculate the size of your list and add rules depending on the position of the item in the list.

Input	Output
Your Policies for `\{% for item in \{$Policies\} limit:3 %\}` `\{\{ item['Name'] \}\}` `\{% if not loop.last %\}` and `\{% endif %\}` `\{% endfor %\}` expire in 10 days. Renew now on our app and get cash rebates for driving less.	Your Policies for ABC1 and ABC2 expire in 10 days. Renew now on our app and get cash rebates for driving less.

Expressions

You can include expressions inside your email templates using the expression function. For details, see Expression Language.

Expression examples

String formatting
lower	Converts a string into all lowercase.	Input: { expression('lower({$title})') }} Output: hello, dear friend!
upper	Converts a string into all uppercase.	Input: { expression('upper({$title})') }}Output: HELLO, DEAR FRIEND!
proper	Converts a string into proper case by making words start with an uppercase character and the remaining characters lowercase.	Input: { expression('proper({$title})') }} Output: Hello, Dear, Friend!
Number formatting
numberformat	Formats a decimal number. Use the "#" symbol to control how many symbols after the dot you want to show.	Input: Price is: {{ {$price} \| numberformat('#.##') }} EUROutput: Price is: 5.00 EUR
round	Returns the value of a number rounded to provided amount of digits after the decimal point.	Input: {{ expression('round({$pi}, 2)') }}Output: 3,14
floor	Returns the value of a number rounded down to the nearest integer value.	Input: {{ expression('floor({$pi}') }} Output: 3
Date formatting For more information see Pebble date filter documentation (opens in a new tab).
date	Formats the date using the provided pattern. An alternative way to use this filter is to use it on a string but then provide two arguments: the first is the desired pattern for the output, and the second is the existing format used to parse the input string.	Input: {{ expression('formatDate({$birthDate}, "dd.MM.yyyy")') }} Output: 01.05.2000 Input: {{ "May 01, 2000" \| date("yyyy-MM-dd", existingFormat="MMMM dd, yyyy") }} Output: 2000-05-01
dayOfYear	Returns the day of the year for a given date as a number from 1 to 366.	Input: {{ expression('dayOfYear({$birthDate})') }}Output: 121
dayOfMonth	Returns the day of the month for a given date as a number from 1 to 31.	Input: {{ expression('dayOfMonth({$birthDate})') }}Output: 1
dayOfWeek	Returns the day of the week for a given date as a number between 1 (Sunday) and 7 (Saturday).	Input: n{{ expression('dayOfWeek({$birthDate})') }}Output: 2
Math functions
+, -, *, /	All the regular math operators are available for use. Order of operations applies.	Input: Price without tax: {$price} EUR. With tax: {{ {$price} + ({$price} * {$taxSize}) }} EUR.Split for 4 payments (without tax): {{ {$price}/4 }} EUR. Output: Price without tax: 8 EUR. With tax: 9.04 EUR. Split for 4 payments (without tax): 2 EUR.

Editor design guidelines Preview in editor

`==`	equals	{% if {$firstName} == "Alex" %}Hey, Alex{% endif %}
`!=`	does not equal	{% if {$firstName} != "Alex" %}Hey, you!{% endif %}
`>`	greater than	{% if {$score} > 50 %}Congratulations!{% endif %}
`<`	less than	{% if {$score} < 50 %}I'm sorry, but you lost{% endif %}
`>=`	greater than or equal to	{% if {$grade} >= 95 %} Congratulation, you passed! {% endif %}
`<=`	less than or equal to	{% if {$grade} <= 30 %} You failed {% endif %}
`or`	logical or	{% if {$season} == “Summer” or {$weather} == “Hot” %} It’s time for ice cream! {% endif %}
`and`	logical and	{% if {$gender} == “Female” and {$married} == “yes” %} Hello, Mrs. {$lastName}! {% endif %}
`not`	logical not Negates a boolean expression	{% if not {$hasAccount} %}Please, register!{%else%}Hello, customer!{% endif %}
`contains`	Checks for the presence of a substring inside a stringCan also check for the presence of a string in an array of strings.	{% if {$productTile} contains “Jeans” %} This product’s title contains the word Jeans. {% endif %} {% if {$products}[0] contains 'title' %}You have {{ {$product}[0].title }} in your cart.`{%endif%}`
`even`	Checks if number is even	{% if {$number} is even %}4 is even!{% endif %}
`odd`	Checks if number is odd	{% if {$number} is odd %}5 is odd!{% endif %}

Email personalization

Placeholders

Simple expressions

Display conditions

How to create a display condition

Assigning a condition to content

Repeat block

How to create a repeat block

Personalization with Catalogs

Template language

Tags

Conditions

Operators

Loops

Iterating over a list of elements

Iterating over a list of elements

Iterating over a list of objects

Calculate the item position in the list

Expressions