How to Personalize Email Content with CRM Data

  • Updated

Include CRM data from your CRM in your outbound messages to send dynamic and personalized emails to your contacts using our CRM Personalization feature.

Prerequisites

Instructions

Add CRM Personalized Fields From Your CRM Into Your Email Content

These instructions add personalized text sourced from your CRM data fields to the emails you send to your contacts.

In the new Email Composer:

  1. Open the email you want, & in the Design tab, add or select a content block (Personalization is available in the following content blocks: Title, Paragraph, Button, List, Table, AI Create)
  2. In the content block, place the cursor where you want to add a CRM Personalization field & from the toolbar that appears, click Personalization:

How to Personalize Email Content with CRM Data 02.png

  1. In the Personalize dialog, on the left, select CRM fields. 
  2. Search for & select the field you want, then click Next.
    Jump to step 5 below.

In the legacy email composer:

  1. Open the legacy email you want, & in the Design tab, either create or edit a Rich Text Block.
  2. Click  to edit the block & in the toolbar, click Personalization:

How to Personalize Email Content with CRM Data 01.png

  1. Select Recipient CRM Field.
  2. From the drop-down, select the CRM Personalization field you wish to display.
  1. Optional but recommended: In the Fallback text box, enter generic text for contacts missing a value in the selected CRM Personalization field. This will display an alternative text when a contact has no text to display; preventing message failures to these contacts.
  2. Click Insert. The variable text is added to your message.

Examples

  • Without fallback text:
    {{crmmodel.Account.Name}}
  • With fallback text "no revenue reported":
    {{={{crmmodel.Account.AnnualRevenue}}|no revenue reported}}

For more information on personalization, see Using Generic Text with Personalization.

Next Steps

Once you've entered all of the fields you'd like to display in the email, it's best practice to test & preview your email.

Preview

For instructions on previewing personalization in your message, see Preview Email Personalizations.

Email Testing Tips

  • To send your email to a test list or test contact, you must have generic alternative text for all fields or the message will fail to send.
  • To test a live contact with CRM data, you must send the email as a live message to a test contact imported from your CRM.

FAQs & Troubleshooting

Error message asks me to set up a recurring sync

Solution: Set up a recurring sync on the Data Management page. 

There are missing fields

First, visit the Data Management page and check the box next to every field you wish to use. You'll need to re-run the sync after you do this.

If a field is still missing, it may not be available for the following reasons:

  • The field is a lookup type (we're not able to sync these)
  • The field is not available to the connected CRM user (your CRM administrator will have to change this)
  • There is a many:1 relationship
    • These fields/objects can be used for segmentation, but we cannot use this in personalization.
    • Example: Opportunities – a contact may have many Opportunities associated, so we can't identify which specific one to use for personalization

Why did my message fail to send to some contacts?

The most common reason for this is due to empty field values. When there is no text to display, the message will fail. Generic text to display in place of the field data must be included for these contacts to receive the message.

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