Personalization in ActiveCampaign

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Using simplified personal field insertion into your ActiveCampaign newsletters can increase open rates by 18%! Once the email is sent to the contact, the tag you inserted will be replaced by a value specific to that recipient.

How personalization tags work

We automatically generate personalization tags for system fields and every custom field you create. This includes custom contact fields and custom deal fields. In addition, your account comes with a list of standard personalization tags. Each of these tags can be inserted into your communications.

When a personalization tag is used in a campaign or automation email, the value of that tag will automatically be inserted once the communication is sent to a contact. When the contact opens the communication, they will see the value for that tag and not the tag itself.

For example, if you wanted to address contacts by their first name in an email, you would insert the following personalization tag:


When a contact receives your email, they will see their own name populated in the message.

Ways to use personalization tags

Personalization tags can be used to insert dynamic content into the following:

Personalize an email created with the Campaign Designer

The Campaign Designer gives you a drag-and-drop interface that you can use to create your campaign or automation email.

  1. From your campaign or automation email, locate where you would like to insert a personalization tag.
  2. A modal toolbar will appear. Click the “Personalize” button.
  3. Click the personalization tag you wish to insert. In this example, we’re going to insert the First Name personalization tag.

The personalization tag will be added to your email.

How to modify personalization tags

Modifiers allow you to change the capitalization of your data when inserted into your campaign. This is useful for ensuring that proper nouns, such as names, are capitalized and common nouns, such as objects, aren’t, for example.

Modifiers are placed after a pipe symbol ( | ). So a first name personalization tag including a modifier to capitalize the first letter would look like this:


List of modifiers:

  • UPPER (converts entire tag to all uppercase letters)
  • UPPERFIRST (converts first letter to uppercase)
  • UPPERWORDS (capitalizes the first letter of every word)
  • TITLECASE (capitalizes the first letter of every word, and forces all other letters to be lowercase)
  • LOWER (converts entire tag to lowercase letters)
  • LOWERFIRST (changes the first letter of the text to lowercase)
  • LOWERWORDS (changes the first letter of every word to lowercase)

For more information visit the ActiveCampaign Help Page.