Personalization Strings in Marketing Cloud Engagement

A personalization string lets you insert subscriber attributes, such as subscriber name, into your emails. Personalization strings can appear in the subject line, preheader, or in the content of the email. You may hear personalization strings referred to as merge fields or substitution strings.

In addition to the subscriber attributes, you can insert system data personalization strings. Addition system personalization strings are available when building AMPscript expressions.

You can type personalization string into the HTML of your email body if you're creating an HTML paste email, or you can type them into the text editor when you create or modify text content.

• All personalization strings are case-insensitive.
• Include the two sets of double percent symbols (two percent symbols on both sides of the personalization string).
• If you're inserting a personalization string into a line with other data, include a space before and after the personalization string.
• If you insert a personalization string, and the subscriber attribute isn't populated, the string will appear blank in the email. Define a default value for every attribute you intend to use with a personalization string. For example, use this string to include default attributes for First_Name: %%[IF Empty(First_Name) == "False" THEN SET @FN = First_Name ELSE SET @FN = "Customer" ENDIF]%%Hi %%=v(@FN)=%%
• Do not include personally identifiable information, such as email address, in email links.

• Personalization Strings in Email Studio
  These tables include available personalization strings for use in Email Studio.
• Insert Personalization Strings
  Insert personalization strings in Email Studio content or content from other apps.