What is Email Personalization?

Email personalization lets you tailor your marketing campaigns to individual recipients using information stored in their contact properties, such as their name, city, or interests. You can personalize your email content as well as your campaign's subject line and preview text.

For example, you could create an email with the following content:

Hi [[data:name]],
For our special customers in [[data:city]], we are offering a special sale on [[data:sport]] equipment.

Mailjet replaces the variables with each recipient's corresponding contact property values when the campaign is sent.

To personalize your campaign:

1. Create a contact list and match its contact properties.
2. Personalize your email content in Mailjet's Email Editor.
3. Optionally, personalize the subject line and preview text on the Campaign details page.

Create Your Contact List

From Contacts, go to Contact Lists and click Create a contact list.

Give your list a descriptive name so you can easily identify it later, then click Continue.

Choose how you want to add your contacts. You can Upload a file, Insert manually, or create an Empty list. If you have a large number of contacts, uploading a file is usually the easiest option.

After adding your contacts, match each column to the appropriate contact property, such as firstname, age, or city. You can select an existing property or create a new one. Click Continue when all the required fields have been matched.

Review the sending policy, check I certify that, then click Create list.

Your contact list is now ready for personalization.

Personalize Your Content

Once your contact properties are ready, you can use them to personalize both the email body and the sending details of your marketing campaign.

Personalize Your Email Content

In Mailjet's Email Editor, click the text block you want to personalize and position your cursor where the variable should appear. Then click Variables in the text toolbar.

Select the desired contact property, such as firstname.

In the Default value field, enter the text to display when that recipient's contact property is empty or unavailable. For example, if a contact does not have a first name, you can display Everyone! instead. Click Insert to add the variable.

The variable will appear in your email content. When you send the campaign, Mailjet will replace it with the recipient's contact property value or the configured default text.

Personalize Your Subject Line and Preview Text

You can also use contact properties in the Subject and Preview text fields of your marketing campaign. Unlike the email body, these fields are configured on the Campaign details page, rather than inside the Email Editor.

To personalize these fields:

1. Open your campaign's Campaign details page.
2. In the From / Subject Line section, click the pencil icon.
3. Find the Subject or Preview text field.
4. Click Insert variable next to the field and select the contact property you want to use.
5. Click Save to apply your changes.

The subject line supports up to 255 characters, and preview text supports up to 150 characters.

For more information, see Configure Your Campaign Metadata in the Email Editor guide.