Personalize HubSpot Emails: A Step-by-Step Guide

How to Personalize Emails in HubSpot

Personalizing emails in HubSpot can significantly enhance your engagement with your audience by making each recipient feel uniquely valued. HubSpot allows for personalization through the use of personalization tokens, smart content, and coded templates. Here's how you can leverage these features to create more personalized and impactful email campaigns.

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Using Personalization Tokens

Personalization tokens in HubSpot represent property values for CRM objects like contacts or companies. To insert a personalization token into your email:

1. Navigate to Marketing > Email in your HubSpot account and select the email you wish to edit or create a new one.
2. In the email editor, click a rich text module where you want to insert the personalization token.
3. Click the Personalize dropdown menu in the rich text toolbar and select a Token.
4. Choose a property from the dropdown menu to use as your token. If necessary, select a User property for properties related to the contact or company owner.
5. Set a default value for the token, which will be used if the contact does not have a value for that specific property.
6. Click Insert to add the token to your email content.

Implementing Smart Content

Smart content allows you to customize your emails based on specific criteria such as lifecycle stage, list membership, device type, country, preferred language, or referral source. To use smart content in your emails:

1. Create or edit an email and navigate to the Settings tab of the email editor.
2. Under the subject line field, click Add a smart rule to create targeted content based on your chosen segments.
3. For the email body, in any rich text module, create smart rules to target contacts based on list membership or lifecycle stage.

Adding Personalization to a Coded Template

For those using custom coded templates in HubSpot, personalization tokens can be manually added to the template. Include the supported variable along with the contact property name you wish to use for personalization. For example, to personalize using the First Name contact property, the token in your coded template would look something like this:

'{{ contact.firstname }}'

Ensure you manage the default values for any personalization tokens used in your settings to maintain consistency across your emails.

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By combining the use of personalization tokens, smart content, and coded templates, you can significantly enhance the personalization of your emails in HubSpot, leading to better engagement and stronger relationships with your audience.

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