CATEGORY: DesignsCRM

Adding personalisation, custom fields information and other useful *variables* to your email message

e-shot allows users to add dynamic personalisation into your emails, this includes the actual email content or your subject line and preview text. 

 

Including personalisation in your emails content 

In your email it is possible to use any of the contact fields you have setup in e-shot as dynamic personalisation, whether they are the standard e-shot contact fields or custom one's setup by administrators. 

The most common form of personalisation used is including the contact's name in the email. This is what we will use as an example. 

To add the first name personalisation into your email, you will need to include firstname in your text. An example can be seen below. 

Upon sending the email, the contacts sent to will automatically have their first name pulled in. Now, you may not have a first name for every contact you are sending your campaign to. So, in this instance it is important you set a fallback so if the first name doesn't exist, the fullback is shown instead. Following on from the above example, the text you will need to do this is ‘*Hi *Firstname=fallback('there')*,’ which can also be seen below in an e-shot design. 

Why is personalisation important? 

Just to remind you why personalisation is so important here are some interesting personalisation facts from digital doughnut: 

• Personalised emails help to improve the conversion rates by 10% and click-through rates by 14%. 

• Personalised email campaigns help to produce almost 20% more sales opportunities when compared with the non-personalised ones. 

• Personalised CTAs help in a 42% higher conversion rate than the regular CTAs. 

• Almost 31% of the consumers are more likely to make the purchase when they are offered the tailored content. 

and last but not least - Personalised emails deliver 6x higher transaction rates. – Experian 

Profile management variables 

*unsubscribe* or (*unsubscribeURL* for direct linking): At the time of your Campaign send, this text will be replaced with the descriptive text and link that is defined in your Account settings > Settings > 'Email footer' options.  

The link that will be included, will allow the contact to access their unique and personalised Preference centre page, where they can update their details or unsubscribe.  

NB: If neither of the above two variable placeholders are present into your Design - For GDPR compliance, e-shots default unsubscribe text and link will be auto-injected to the bottom of your email. If you would like to disable unsubscribe functionality for Internal comms purposes, please contact our Customer Success team. 

*companyinfo*: Replaces with the company information defined in your Account settings > Settings > 'Email footer' options. 

 

*editprofile* (*editprofileURL* for direct linking): Similar in purpose to the *unsubscribe* variable. This should be used if you would like to repeat your unsubscribe message or link within the main content of your Design. 

 

*MyEshotURL*: Replaces with the unique and encrypted view in a web browser link for that contact, and that individual campaign. 

 

Other useful variables 

*ForwardtoFriendURL*: Replaces with the unique and encrypted forward to a friend link for that contact, and that individual campaign. (Use the text "Forward to a friend" and then insert *ForwardtoFriendURL* as a hyperlink)  
 

*date*: Replaces with the exact date the email was sent.

*SocialShareURL*: When setup in your accounts settings by an admin, the social share link allows your contacts to share your email with others easily via social channels, SMS etc and can also be used to prompt the contact who is shared the email to subscribe for future updates.