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This section provides conceptual and procedural information about personalization strings in email content. For conceptual and scenario information, see Personalization

What Is a Personalization String

A personalization string is a tag that lets you insert any of the attributes in your account (such as subscriber name) into your emails. Personalization strings can appear in the subject line of the email or in the email's content boxes. You may have heard personalization strings referred to as merge fields or substitution strings.

In addition to the subscriber attributes (profile and preference attributes) that you can insert into your emails by means of the personalization drop-down list tool, you can insert system data personalization strings. For example, you can label your emails with the campaign ID. Addition system personalization strings are available when building AMPscript expressions and the Contacts application inside the ExactTarget Marketing Cloud. See Using Personalization Strings with AMPscript.

The following table lists the system data personalization strings that you can insert into your email. You can type these fields into the HTML of your email body if you're creating an HTML paste email, or you can type them into the text editor of the Content-Building Wizard when you create or modify the text of a content box.

Note the following:

  • All personalization strings are case-insensitive.
  • Be sure to 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, you want 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. It's important that you define a default value for every attribute you intend to use with a personalization string.

Data About the Email

Personalization StringDescription
%%xtmonth%% Full name of the month in which the email is sent
%%xtmonthnumeric%% Current month as a number
%%xtday%% Current date of the month when the email was sent (for example, 22)
%%xtdayofweek%% Current day of the week when the email was sent (for example, Thursday)
%%xtyear%% Current year when the email was sent
%%xtshortdate%% Current date when the email was sent in short format. For example, 12/13/2010
%%xtlongdate%% Current date when the email was sent in long format. For example, Monday, December 13, 2010

However, if you use any of the personalization strings above in a landing page, they actually display the current date or time because the API call occurs at the time the page is viewed. For example, if you insert %%xtmonth%% in a landing page and publish it in June, the string will render as June. But when users view the page in July, the string will render as July. For emails, the personalization strings renders at the time of send and remains static. 

The following strings provide additional data about the email that isn't date- or time-based:

%%linkname%%

Descriptive name of a hyperlink, known as the link alias. This will populate with the value of the link's alias or the complete URL if no alias is specified at the link level. This personalization string is only available in use with the web analytics connector.  This will allow a web analytic programs to identify web activity that initiated from an individual link within the email. Link alias values generated via personalization strings, AMPScript, or SSJS will not be reflected in the %%linkname%% value.

%%emailname_%% Internal name of the email
%%_messagecontext%%

Context in which the customer is viewing the email. Resolves to the following values:

  • SEND
  • PREVIEW
  • VAWP
  • VIEWSENT
  • FTAF
  • LANDINGPAGE
  • VALIDATION
  • LINKRESOLUTION
  • SMS
  • VOICE
  • SOCIAL
  • PLATFORM
  • SITE
%%_MessageTypePreference%% Will resolve to Text or HTML according to the subscriber's email type preference
 %%_replycontent%% The body of the email you sent. This personalization string is used in triggered sends to place the body of an email into a reply email
%%_IsTestSend%%

Resolves to True if the email job is marked as a Test Send.

%%[
if _isTestSend == false then
... // this code will not run for test sends
endif
]%%

%%jobid%% Email send ID (the unique identifier associated with this send of the email, for tracking data purposes)

Data About the Recipient and Subscriber List

Personalization StringDescription
%%emailaddr%% Subscriber's email address
%%fullname_%% or %%fullname%% Value for the subscriber's full name as entered in the profile attribute Full Name.
%%firstname_%% or %%firstname%%
Value for the subscriber's first name as entered in the profile attribute Full Name. This pulls the value before the space.
%%lastname_%% or %%lastname%%
Value for the subscriber's last named as entered in the profile attribute Full Name. This pulls the value after the space.
%%comment_%% or %%comment%%
Value of the User Defined profile attribute for this subscriber
%%subscriberid%% Subscriber ID (the unique identifier for this subscriber)
%%_subscriberkey%% The unique identifier for the subscriber, if you use the subscriber key feature
%%listid%% List ID
%%list_%% List ID followed by the type of email (HTML or text). For example: 11955_HTML
%%listsubid%% The identification number associated with this subscriber's membership on this particular list (This data is rarely used)
%%_messagetypepreference%% The subscriber's text or HTML preference. Resolves to text or to HTML.
%%mobile_number%% Mobile number of the subscriber used as part of an SMS Interaction
%%short_code%% Short code associated with the response as part of an SMS Interaction
%%_listname%% The name the user gives to the list.
%%_emailid%% The email ID assigned by the system.
%%_JobSubscriberBatchID%% This value ties a Triggered Send Job or a Subscriber Key Send Job to a Subscriber to a BatchID.
%%_DataSourceName%% This value captures any audience object sent to. This covers lists, data extensions, groups, and filters.
%%_ImpressionRegionID%% Returns the active region ID or 0 if none is active.
%%_ImpressionRegionName%% Resolves to the currently active impression region or evaluates to an empty string if no impression region has been set.

Data About the Sender

Personalization StringDescription
%%replyname%% Your reply name, as defined in your account settings
%%replyemailaddress%% Your reply email address
%%memberid%% Your account ID (MID)

%%member_busname%%

%%member_addr%%

%%member_city%%

%%member_state%%

%%member_postalcode%%

%%member_country%%

The data entered in the Address in Email Footer fields located in your Account Information workspace.

If you're creating an email based on a standard template, this data is included by default in the email footer.

Standard Links

Personalization StringDescription
%%view_email_url%%

If you're creating an email based on a standard template, this link is included by default in the email header.

%%ftaf_url%%

See the Forward to a Friend page

In most cases, you want to insert the Forward to a Friend graphic from your Forward to a Friend folder rather than use this personalization string.

%%subscription_center_url%%

See the Subscription Center and How to Add a Link to the Subscription Center in your Email.

If you're creating an email based on a standard template, this link is included by default in the email footer.

%%profile_center_url%%

See the Profile Center

If you're creating an email based on a standard template, this link is included by default in the email footer.

%%unsub_center_url%%

If you're creating an email based on a standard template, this link is included by default in this email footer.

Mobile Messaging

Personalization StringDescription
%%MOBILE_NUMBER%% Mobile number of the subscriber
%%SHORT_CODE%% Short code associated with the response

Microsites

Personalization StringDescription
%%microsite_base_url[default]UniqueID[/default]%%
You can enter this string value to reference a landing page. Replace UniqueID with the unique ID value for the landing page.

Analytics

The areas to enter these strings in the application are only available if you have analytics functionality enabled in your account. To enable analytics, contact your ExactTarget representative. 

For more information, see How to Include Email-Level Data with the Send Wizard and the Web Analytics Scenario.

 

Personalization StringDescription
%%AdditionalInfo_%% You can enter this string value in the Send Wizard as part of a Guided Send when the analytic connector is enabled. 

%%__AdditionalEmailAttribute1%%

%%__AdditionalEmailAttribute2%%

%%__AdditionalEmailAttribute3%%

%%__AdditionalEmailAttribute4%%

%%__AdditionalEmailAttribute5%%

These values are set in the property of the email when the analytic connector is enabled. You can have up to five AdditionalEmailAttribute fields to enter values. 

Note: If you include a date personalization string in your email, it will appear in the email in US format. You can use AMPscript to change the format if you need to.

Enterprise 1.0 Strings

To see a list of Enterprise 1.0 personalization strings, review the Personalization Strings section of the Enterprise 1.0 doc. 

Why Use Personalization Strings

Use personalization strings to provide customized content for subscribers. Personalization strings are easier to use than dynamic content and AMPscript, and they provide tracking benefits.

How to Insert Personalization Strings

You can use personalized personalization strings that fill in with the subscriber's own information when the email is delivered. You can perform this operation in the HTML version and text version of the email.

Follow these steps to insert a personalized personalization string into your text:

  1. Open the email content area or the template banner area where you want to insert the personalization strings.
  2. Place your cursor where you want the personalization string to appear in the text.
  3. Enter the personalization value:
    • In the Content Building Wizard, select the value from the Personalization menu.
    • In the text version of the email, click the Insert button.
    • In the paste-HTML email, type the personalization string.
    • In the send wizard, click the personalization value button next to the subject line.

A personalization string for that attribute is inserted at your cursor's location in the text.

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Last updated by bhobbs at 14:23, 14 Apr 2014