Content personalization has become a key marketing strategy for engaging customers. By tailoring content to individual preferences and needs, companies can significantly increase audience engagement, support lead generation, close transactions, and retain customers.
HubSpot, a leading customer relationship management (CRM) platform, supports personalization and offers a robust set of features to help achieve it. In this article, I will explain how you can use personalization tokens and smart content rules in HubSpot to create more effective and engaging experiences for your contacts.
Personalization tokens in HubSpot enable the display of personalized content based on data stored in the CRM. Whether you're creating web pages, landing pages, or email campaigns, personalization tokens allow for the dynamic insertion of recipient-specific information. By utilizing default contact properties or custom properties you have defined, you can create customized experiences for each user.
To start personalizing content using tokens, navigate to the content you want to personalize. You can do this as follows:
Find the content you want to edit or create new content by selecting the appropriate option.
In the editor, click on the "rich text module" to insert a personalization token. Place the cursor where you want to insert the token, then click the "Personalize" button on the rich text toolbar. Click the "Token" dropdown menu and search for the desired token type based on the specific data object. Select the appropriate data field from the dropdown menu to use that information as the token.
Also, set a default token value to be used when a contact does not have any value in the selected data field. HubSpot can use the entered default value globally or for a specific personalization. If this field is left blank and the contact does not have the relevant data collected yet, HubSpot will skip displaying the personalization.
In the final step, click "Insert token" to add the token to the content.
You can preview personalization on landing pages and website pages. To do this, click "Preview" in the top right corner of the editor. You can also preview the page for a specific contact by selecting them from the dropdown menu.
To preview an email message, click the "Actions" dropdown menu and select "Preview." Similar to the page preview, you can preview the email message for a specific contact by choosing the contact from the dropdown menu.
In addition to personalization tokens, HubSpot offers the ability to apply smart content rules. These rules allow for displaying different versions of content blocks based on specific user criteria. Smart content modules can be used in email messages, blog posts, templates, and website pages. With smart rules, you can create personalized experiences for different audience segments.
Smart rules can customize content for a user based on the following categories:
Subscribers of Marketing Hub Professional and Enterprise can add smart rules to the subject line and modules within email messages.
To add a smart subject line:
The categories you can use when adding a rule to the email subject line are:
Adding smart content rules to blog posts or website pages
To add a smart rule to a content module within a blog post or website page:
Once the rule is created, a new field will appear, allowing you to enter the text to be applied if the contact meets the rule's criteria. From this point, you can also add, remove, or modify rules.
By leveraging personalization tokens and smart content rules in HubSpot, you can create content that better aligns with the needs of your audience, target specific audience groups, or individual visitor parameters on your site. Delivering personalized experiences based on unique properties, locations, and behaviors of visitors helps drive greater engagement and achieve better results. Start using personalization and smart content in HubSpot today to unleash the full potential of your marketing strategies.