One of the most effective ways of communicating with your subscribers is by personalizing your messages. Personalization allows you to reach out to your subscribers on a more personal level. It helps you in having a more focused and relevant approach to your Email Marketing strategy. The benefit, usually, is that you gain better interaction rates (opens, clicks, etc.), which, in turn, leads to conversion which increases your ROI (Return On Investment).
ActiveCampaign has provided you with an easy way of personalizing your message. This can be done through Personalization Tags.
If you’ve ever worked with MS Office, you are probably familiar with with a feature called Mail Merge. Mail Merge gives you the ability to place a “tag” in your document. This “tag” is connected to actual fields in your contact list. When you print your document, this tag will be replaced by actual value connected to your contact. For Example, if you have a tag for Name, the tag will be replaced with the contact name. Mail Merge, essentially, allows you to personalize the document you created.
Personalization Tags in ActiveCampaign work in under the same idea. You have “tags” related to fields in your list. You place the tags in your message and they get replaced by the actual value when you send the message. Basically, Personalization Tags personalizes your message by placing relevant information about your recipients. For example, you can address your subscribers by their first name. This is the most common use of Personalization Tags, by pulling information from fields within a subscriber’s profile. This is probably something that you already know and use in your campaigns. However, did you know that there is another feature in ActiveCampaign that makes great use of Personalization Tags? Yes, it’s called Message Variables.
Message Variables work differently by allowing you to create any message and assign a Personalization Tag to that. It is not attached to a specific field or a specific subscriber. It is a stand alone message that uses it’s own tag.
To create a message variable, you should go to Campaigns –> Message Variables. Then click the Add button. You’re now ready to add your Message Variable.
Above, you’ll see an example of how we can use Message Variables. Here, we created a signature for one of our Users. You’ll see above that the Message is not limited to just text. You can also add images like we did above. I actually added a Facebook, Twitter, and LinkedIN link to this signature so that, when clicked, our subscribers would be taken directly to our pages on these Social Sharing sites. You could see here that, for example, if we have accounts that are handled by multiple representatives, we can create different signatures for each representative in order to personalize the message.
Before saving your Message Variable, make sure to give a name to this Message Variable (use something that is easily recognizable). You should also assign a personalization tag for this that you can use. Again, make it something easily memorable and recognizable so that you don’t have to constantly go back to the Message Variable page to get the tag. Here, you’ll see that we used SIGN as our tag. So, it would be really easy for us when we use it on our message. All we have to do is add %SIGN% anywhere on our message.
We hope that this article will be helpful to you and your Email Marketing efforts. Message Variables is a really powerful feature that is readily available to you. Through Message Variable and Personalization Tags you’ll be able to personalize and focus for a more relevant campaign.
BTW, if you want to learn more about other advanced features of ActiveCampaign, we have just added an Advanced Guide Webinar to our Webinar offerings. Be sure to register if you’re interested.