Personalize Your Emails using Tokens and Custom Fields

Knowledge Level: 
Time: Less than 5 minutes
Suggested Skills: General
Objective: Email designs can be personalized for individual recipients by using tokens to populate custom field values. Personalized emails tend to increase response rates for email campaigns. For example, a personalized greeting (such as "Hi Allison" or "Hi Greg") is more friendly and inviting to customers than a generic greeting. The token [Contact.First Name] represents the value defined for each contact's first name. You may choose to include this token in the email design as part of the greeting: Hi [Contact.First Name]. When sending the email campaign, we substitute each recipient's first name within the token. If no information is available for a token to populate when we send the email campaign, the default value for the custom field is used. For example, if the default value for the First Name contact field is "Patron", we display "Hi Patron" in the email sent to recipients for which no first name is available.  You can add tokens in any email editor and to both HTML and plain text designs. If you are using tokens within Tessitura-integrated scheduled campaigns, please reference: Using Tokens with Tessitura.
1

Determine what information you would like to include in the email

In this example, we will add the patron’s first and last name in the email design through the Smart Email Builder.

2

Select the token into your email design from the token dropdown menu

Within the "Update Content" window, click "Select Token". Scroll down to view all of your available tokens / custom fields, and additional quick links to further customize your content. We'll select "First Name" and "Last Name" but we can also manually type the token in. Once the tokens have been inserted, and the rest of your content block is complete, click ‘Update Content'.

Don't forget! Tokens are case-sensitive.

Quick Links/Tokens

Quick Link URL/Token (case-sensitive) Details
Unsubscribe [Campaign.UnsubscribeURL] This token should be inserted where you would insert a typical URL. This will take the patron to confirm if he/she would like to unsubscribe from all of your organization's lists as set by your Subscription Management Group.
Update Preferences [Campaign.ManagePreferencesURL] This token should be inserted where you would insert a typical URL. This will take the patron to update his/her preferences rather than unsubscribe completely from all of your organization's lists as set by your Subscription Management Group.
View Online [Campaign.ViewOnlineURL] This token should be inserted where you would insert a typical URL. This will take the patron to view the email in their browser. It is different than the Share Online URL.
Company Name [Account.CompanyName] This token will populate the name you have set in Organization Settings.
Campaign ID [Campaign.Id] This token will populate the campaign ID of the email campaign. This ID is assigned by mail2.
Share Online [Campaign.ShareOnlineURL] This token will populate a link to your social campaign. The social campaign will display default values for tokens and populate all segments' content if using Dynamic Content.
Company Address [Account.CompanyAddress] This token will populate the address you have set in Organization Settings.
Contact Me Your Contact Email (you@yourorg.org) This quick link will open the email client of the patron to send an email to the email address you've set in Organization Settings.
Website Your Website Address (www.yourorg.org) This quick link will insert a link to the website you've set in Organization Settings.
Find on Facebook Your Facebook Page This quick link will insert a link to the Facebook Page you've set in Organization Settings.
Follow on Twitter Your Twitter Profile This quick link will insert a link to the Twitter profile you've set in Organization Settings.
Watch on YouTube Your YouTube Page This quick link will insert a link to the Youtube page you've set in Organization Settings.
Connect on LinkedIn Your LinkedIn Page This quick link will insert a link to the LinkedIn page you've set in Organization Settings.

General System Tokens

Token Field Definition Details
[Contact.Customer.No] 123456 Contact's Constituent ID within Tessitura*
[Contact.Source.No] 1234 If list is promoted: source number associated with promotion.*
If not promoted: m2DefaultSource in system table T_Defaults
[Contact.prefix] Mr. The prefix of name 1 on the constituent record*
[Contact.First Name] John First name of name 1 on the constituent record*
[Contact.Last Name] Smith Last name of name 1 on the constituent record*
[Contact.Email] Johnsmith@email.com Email address of recipient.*

If contact was added via Tessitura, this is determined by your email purpose, eaddress type and primary indicator settings during import.

For scheduled campaigns, mail2 searches for an email in these places (in order): 
1. an email address associated with the order
2. an email address associated with the customer_no with the default address type as defined in m2DefaultEaddressType in T_DEFAULTS
3. an email address associated with the customer_no marked as primary
4. an email address of the primary affiliate with the m2DefaultEaddressType
5. an email address associated with the primary affiliate marked as primary
[Contact.Phone] (555) 555-5555 Contact's phone number
[Contact.Fax] (555)555-5555 Contact's fax number
[Contact.Email Format] HTML/Plain Text The format the patron prefers to receive emails. If 'both' is selected on the contact record, he/she will receive emails in HTML format.
[Contact.Engagement Score] 95% A percentage of how often the contact engages with your email campaigns. 
[Contact.Rating] 1-4 A rating based on how engaged the contact is with your email campaigns. 
[System.DateTime] November 23, 2015 The date at time of send (in your timezone).
Fields marked with an asterisk are automatically imported with every Tessitura import. This is defined in the SQL stored procedure: LWP_M2_GET_EXISTING_SEGMENT. Simply add or subtract from that table to change the default standard custom fields with each import. Otherwise, simply select an output set during your import to provide additional information on a per-import basis.

Still need help? Contact Us Contact Us