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Email Personalization Use Case
In Journey Builder, email personalization replaces the personalization string in the email with the matching attribute value found in journey data. This feature means that each personalization string is replaced with the specified attribute value as it exists when the contact enters the journey. Using journey data to substitute personalization strings for data values ensures that emails aren’t sent with blank or unintended data values.
For example, a credit monitoring service, Cirrus, launches an email campaign to engage customers whose scores fall below 500 points. This campaign sends emails encouraging customers to increase their credit scores. Also, emails sent by the service include the low credit score as an incentive and a reminder.
Assuming Cirrus continually updates a data extension with updated customer credit scores, the service follows this procedure to set up its journey:
- Cirrus creates a journey called Low Credit Score Email Series.
- Cirrus creates an entry event using Contact Data as the Event Type.
- Cirrus selects the Credit Scores data extension as the event source.
- Using contact data, Cirrus drags the Score attribute into the filter expression.
- To admit all customers whose credit score is below 500, Cirrus uses the is less than operator and types "500" to create its filter.
- To create its first email send, Cirrus drags an email activity onto the journey canvas.
- Cirrus selects an email with messaging that informs recipients their credit score is below 500. The email includes a personalization string that looks at the journey data Score attribute to locate each customer’s low credit score.
- Cirrus adds a 30-day wait period following this email.
- Cirrus drags a decision split onto the canvas, configuring its first path to include contacts whose credit score is now greater than 500. The marketer configures the second path to include contacts whose credit score is lower than 500.
- In each path following the decision split, the marketer drags an email activity.
- In the first path, the marketer selects an email to congratulate customers who have raised their credit score. The marketer uses a personalization string to find each customer’s previous credit score in journey data, and AMPscript to find their current score in contact data. The email includes both scores.
- In the second path, the marketer selects an email to encourage customers who haven’t yet raised their credit score. The marketer uses a personalization string to find each customer’s previous credit score in journey data, and AMPscript to find their current score in contact data. The email includes both scores.
