Personalization fields let you display customer-specific data on a Landing Page, helping you tailor content to each visitor. You can show a contact’s name, CRM-sourced information, or account-level details such as your company’s local address.
The Landing Page Composer supports the following types of personalization fields:
- Contact fields: Standard contact fields mapped in Lists > Standard Field Names. Learn more
- Custom account fields: Account-wide personalization values created by admins in Settings > Other Settings > Custom Account Settings > Content Personalizations. Learn more
- CRM fields: Fields sourced from your connected CRM (requires Account-Based Marketing).
This article focuses on Contact and Custom Account fields. For CRM-based personalizations, see How to Personalize Emails & Landing Pages with CRM Data .
Quick Reference (Advanced Users)
- Personalization is available in Title, Paragraph, Button, List, and Table blocks.
- Insert personalizations using the toolbar’s Personalization menu.
- Use fallback text to ensure a clean experience when a field is empty.
- Format manual fields as
{{Field Name}}or{{={{Field Name}}|Fallback}}. - Field names must match exactly.
Try it like this:
Add a greeting such as “Hi {{={{First Name}}|there}}” at the top of a content block. Visitors with a first name on file will see it, and everyone else will see “Hi there.”
Add Personalizations with the Composer
In the Landing Page Composer:
- Open the Landing Page you want and, in the Design tab, add or select a content block . Personalization is supported in Title, Paragraph, Button, List, and Table blocks.
- Place your cursor where you want the personalization field and click Personalization from the toolbar:
- Select the type of personalization field you want to use.
- Search for and select the field, then click Next.
Examples
Without fallback text:
{{First Name}}
With fallback text “Friend”:
{{={{First Name}}|Friend}}
Add Personalizations Manually
You can insert personalizations manually by enclosing the exact field name in double curly brackets:
{{First Name}}
To include fallback text, use this format:
{{={{First Name}}|Friend}}
Related to