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    1. Emarsys
    2. Personalization
    3. Personalization

    Omnichannel personalization - Creating categories and tokens
    Updated

    Have a look at a brief and portable summary of this feature along with some relevant customer testimonies.

    With the Emarsys Personalization Service you can create tokens that are reusable across different channel campaigns. These tokens are placeholders for contact specific data. In your final content, the relevant contact will see, for example, their own name and preferred products.

    There are premade tokens available for Contact data and Emarsys Loyalty add-on based personalization. These are ready to use without further changes.

    The following personalization tokens also use personalization presets:

    • External Data
    • Relational Data
    • External Content
    • Predict

    These presets define the source of the data these tokens use and the way this data is used (for example, filter criteria).

    For the time being, the personalization service is only available to customers with both VCE and Relational Data.

    You can then group these tokens into categories to make their usage even more organized and transparent.

    Creating a token category

    The steps for creating a token are the same for all token types.

    To create a category, first click Create Token under Personalization.

    Category creation does not have a separate user interface for the time being. This means, among others, that once created, they cannot be deleted, therefore we advise to use this feature carefully to avoid confusion in the interface.

    Select any of the categories in the pop-up window.

    In the token creation window, click Create Category.

    Add a descriptive name to your category and click Create.

    This is important, since you will be using these tokens in many categories, so giving names such as "First name" or "Date of Birth" may be beneficial later while searching for your token. Do not forget that your tokens can be reused across campaigns.

    Your token category will be listed in the Personalization sidebar within the Content Creation step of the wizard.

    Creating a Contact Data token

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    Contact data token can be used to include any data entry from the Emarsys contact database into your messages. Examples include, name, salutation or date of birth.

    1. Give a descriptive name to your token to make it easier to find it while using a content editor.
    2. Select the category you want to add the token to. A single token can be used in more than one category. You can also create a new category, for more information, see Creating a token category.
    3. Select the contact information to be used. All contact database fields are available for selection.
    4. This line shows a preview of the token and the Emarsys Scripting Language (ESL) code that is used for it. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.
    5. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.
    6. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.
    7. Here, you can add the formatting details of the token.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    Predefined Contact Data tokens

    You can also access ready made personalization tokens by navigating to an editor's Personalization tab and selecting the relevant predefined token. You can drag and drop the tokens into your text blocks.

    The following image shows some of the available predefined tokens. By using these, you do not have to check the Emarsys Scripting Language code ({{contact.<Field ID>}}) each time when you want to insert a basic token.

    Please note that single-choice system fields as token will only display their Value ID (a number). To successfully use them as a source for personalization, you have to add them into your campaign as ESL snippets.

    {{ contact.label.9 }} will display the title of the contact, if this field exists for it.

    For more information on using ESL, see Emarsys Scripting Language and Using the Emarsys Scripting Language.

    Creating an External Data token

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    This type of tokens are usually used for purchase confirmation or delivery information messages and they are triggered by an external event containing some kind of information, like a purchase or an estimated delivery date.

    1. Give a descriptive name to your token to make it easier to find it while using a content editor.
    2. Select the category you want to add the token to. A single token can be used in more than one category. You can also create a new category, for more information, see Creating a token category.
    3. Select the JSON object that will be used for the token. You can select and Edit one of your previous objects or even create a New one.
      A JSON object can contain multiple key value pairs. Follow the format described in the Activate External Event Trigger.

    You do not need to save your External Data token to save your JSON Object. JSON objects are reusable among External Data, External Content and Relational Data tokens.

    4. Here, you select the field of the JSON object that will be used to populate the token.

    5. This line shows a preview of the token and the Emarsys Scripting Language code that is used for it. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.

    6. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.

    7. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.

    8. Here, you can add the formatting details of the token.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    Relational Data token

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    With Relational Data, you can use your own, business-specific data in combination with data stored by Emarsys to populate personalization variables. If you, as a pre-requisite, have added reference fields that connect your database to ours, you will be able to select the variables you have created and the fields belonging to it.

    As a pre-requisite to creating Relational data tokens, you need to have a Relational Data preset to be used.

    Creating a new Relational Data preset

    In the Create Token window, click New in the Relational Data preset line, which opens the Create RDS Preset window.

    1. Name your RDS preset. You will have to use this name to reference your present during token creation, therefore, it is worth using a descriptive name.

    2. Select the database connection.

    3. Select the desired table or view.

    4. Set the available parameters, by editing their Type and Value.

    • Contact Field:
      Use this type to match your reference field to a field in the Emarsys data base. This ensures that the right people receives the right value when the personalization token is used.
    • Constant:
      Use this type to enter a value present in your database. By entering a single value, you can filter for a category. For example, the customer database has data for all product categories, but we are only interested in data for one of them.
    • External Event:
      Use the external event parameter when you want your personalization token set by data in the JSON file of an external event. The external event parameter has the following values:
      • Event: Select the relevant event name.
      • Variable: Each JSON object can be selected as a variable.
        These JSON objects need to be created in Content > Personalization > External Data > Create Token. Send the External Events containing these JSON objects with the Activate External Event Trigger API call.
        When the external event is triggered, the received objects can be used to filter data in the selected table or connection.

    5. Confirm with the icon when you are ready with each parameter and click Continue when finished.

    Now, you are ready to create the Relational Data token.

    Creating a Relational Data token

    1. Give a descriptive name to your token to make it easier to find it while using a content editor.
    2. Select the category you want to add the token to. A single token can be used in more than one category. You can also create a new category, for more information, see Creating a token category.
    3. Select the Relational data preset that will be used for the token. You can select and Edit one of your previous presets or even create a New one. Use one of your existing connections and select a table or a view. Continue with setting the parameters available for the connection and the table/view.
    4. Select the field of the preset that will be used to populate the token.
    5. This line shows a preview of the token and the Emarsys Scripting Language code that is used for it. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.
    6. The item index selects the item to be used from the array. Please note that the list starts with "0", so this means the first item, "1" denotes the second, "2" the third and so on. Use this option to choose from the values, when your database return multiple results to query.
    7. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.
    8. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.
    9. Here, you can add the formatting details of the token.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    External Content token

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    External Content tokens enable you to personalize your messages using externally stored data, for example, your website. The location of the data is not decisive. Your data can be stored in a database or handled by an application, but it has to be presented to Emarsys through an API in the required format.

    External Content personalization requires a configured External Content connection and preset.

    Creating an External Content preset

    In the Create Token window, click New in the External Content preset line, which opens the Create External Content Preset window.

    1. Name your External Content preset. You will have to use this name to reference your present during token creation, therefore, it is worth using a descriptive name.

    2. Select the External Content connection.

    Under Set parameters, the previously defined reference fields appear.

    3. Set the available parameters, by editing their Type and Value. For more information on the uses of parameters, see Before you start personalizing with External Content.

    The following types are available:

    • Contact Field:
      Use this type to match your reference field to a field in the Emarsys contact database. This ensures that the right people receive the right value when the personalization token is used.
    • Constant:
      Use this type to enter a value present in your data sources. By entering a single value, you can filter for that value. In the current example, the customer database has rows for all seasons, but we are only interested in rows with "spring". Therefore, everyone will receive the url corresponding to the “spring” reference value.
    • External Event:
      Use the external event parameter when you want your personalization token set by data in the JSON file of an external event. The external event parameter has the following values:
      • Event: Select the relevant event name.
      • Variable: JSON objects can be selected as a variable. These JSON objects need to be created in Content > Personalization > External Data > Create Token. Send the External Events containing these JSON objects with the Activate External Event Trigger API call.
        When the external event is triggered, the received objects can be used as a reference field value.

    4. Confirm with the icon when you are ready with each parameter and click Continue when finished.

    Now, you are ready to create the External Content personalization token.

    Creating an External Content token

    1. Give a descriptive name to your token to make it easier to find it while using a content editor.
    2. Select the category you want to add the token to. A single token can be used in more than one category. You can also create a new category, for more information, see Creating a token category.
    3. Select the External Content data preset that will be used for the token.
    4. You can select and Edit one of your previous presets or even create a New one.
    5. Select the response field of the External Content connection defined in the preset that will be used to populate the token.
    6. This line shows a preview of the token and the Emarsys Scripting Language code that is used for it. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.

    The syntax is the following:

    {{ external_content.name(reference_field1,reference_field2)[index].response_field }}

    Using External Content fields with ESL also requires an already existing External Content connection, but creating an External Content token using the personalization UI is not necessary.

    1. The item index selects the item to be used from the array.
    2. Please note that the list starts with "0", so this means the first item, "1" denotes the second, "2" the third and so on. Use this option to choose from the values, when your data source return multiple results for an API call.
    3. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.
    4. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.
    5. Here, you can add the formatting details of the token.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    Predict token

    This feature is currently on Pilot release for a limited number of clients only. If you are interested in participating in the Pilot phase, please speak to your Success Manager.

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    Predict tokens make it possible to create personalization tokens using Predict's powerful recommendation logics. The available logics (or types of recommendations) are the following:

    • Personal - Delivers personalized product recommendations to email recipients based on their recent browsing activity and purchase history.
    • Abandoned Cart - Delivers the last products abandoned in the cart by the email recipient as well as product recommendations related to these.
    • Post purchase - Delivers complementary product recommendations to last purchased items.
    • Recently Viewed - Delivers the exact items last viewed by the visitor and may also use Personal product offerings to provide the required number of products.
    • Recently Purchased - Delivers the exact items last purchased by the visitor and may also use Personal product offerings to provide the required number of products.

    As a prerequisite to creating a token, you need to have at least one Predict preset.

    Creating a Predict preset

    In the Create Token window, click New in the Predict preset line, which opens the Create Predict Preset window.

    1. Name your Predict preset. You will have to use this name to reference your present during token creation, therefore, it is worth using a descriptive name.
    2. Select the availability zone, if you have set up multiple zones in your product catalog.
    3. Select the recommendation logic to be used for the preset and click Continue, when finished.

    Now, you are ready to create your Predict token.

    Creating a Predict token

    1. Give a descriptive name to your token to make it easier to find it while using a content editor.
    2. Select the category you want to add the token to. As you can see, a single token can be used in more than one category. You can also create a new category, for more info, see Creating a token category.
    3. Select the Predict preset that will be used for the token. You can select and Edit one of your previous presets or even create a New one by using one of your existing connections and by setting the parameters available for the connection.
    4. Select the Predict field of the preset that will be used to populate the token.
    5. This line shows a preview of the token and the Emarsys Scripting Language (ESL) code that is used for it. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.
    6. The item index selects the item to be used from the array. Please note that the list starts with "0", so this means the first item, "1" denotes the second, "2" the third and so on.
    7. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.
    8. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.
    9. Add the formatting details of the token.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    Voucher token

    After clicking Create Token, a window appears, where you can select the type of token to be created.

    With Voucher tokens you can use your existing voucher pools to create tokens that can be used across channels. These tokens will display a code for your customers until the voucher pool runs out.

    First you need to create a voucher pool to be able to use them for token creation.

    Creating a voucher pool

    To create a voucher pool, proceed as follows:

    In the Add-ons menu, click Voucher Management and click Add New Pool.

    1. Enter a name for the pool.
    2. Browse your voucher file. For more information, see Preparing your voucher file.
    3. Click Upload.
    4. If this is checked, each contact will receive a new code from this pool every time you include this voucher pool in a message. If not checked, each contact receives the same code that was assigned to them for the first time.
      Be careful when enabling this option with Web Channel campaigns as it can consume your pool pretty quickly.
    5. Set up when to receive a notification if the pool is running out of codes.
    6. Provide email addresses for the notifications.
    7. Block message sending if this voucher pool is used and there are no codes left in pool.
    8. Provide a default code or text to be sent when the pool is empty. This setting overrides the Field content is a requirement for sending checkbox.
      (When both this setting and the token fallback text is used, the pool default code or text is displayed when the voucher pool runs out of codes.)
    9. Click Save. Your pool is ready to be used in campaigns.

    Creating a voucher token

    1. Give your token a descriptive name.
    2. Select the category you want to add the token to. As you can see, a single token can be used in more than one category. You can also create a new category, for more info, see Creating a token category.
    3. Choose a voucher pool. You should find your previously created voucher pool in this drop down menu. This code can be copied and inserted into blocks, too. For more information on ESL, see Emarsys Scripting Language.
    4. Check this box if you want to make sure that the message is not sent out if the personalization token cannot be populated.
    5. Add a fallback text that will be displayed if the value of the field cannot be obtained for some reason. Using a fallback text and marking the field as a requirement for sending are mutually exclusive.
    6. This is the ESL code of your voucher token.
    7. Add the formatting details of the token.

    You can use this code on channels where there is no UI support for Omni-channel Personalization.

    Note the information box about display settings override: this means that the settings you make here can be later overridden if needed at campaign-level.

    Voucher codes created under Content > Voucher Management can be added to emails as ESL Snippets as well. Write the Field ID of the voucher pool into as the following: {{contact.field_ID}} .

    The Field ID can be checked under Management > Field Editor > Voucher fields.

    Note, that voucher tokens prepared under Content > Voucher Management may encounter issues in web channel campaigns. Before including such voucher tokens in web channel campaigns, send them in email campaigns first.
    Alternatively, try the updated pilot version of Vouchers under Add-ons with new tokens. For more information, contact your Client Success Manager.

    Predefined Loyalty add-on tokens

    You can also access ready made personalization tokens by navigating to an editor's Personalization tab and selecting the relevant predefined token. You can drag and drop the tokens into your text blocks.

    The following image shows some of the available predefined tokens. Next to the default Loyalty Status tokens, these are defined by the Loyalty actions (Promotions,  Engagement actions and Events) for your Loyalty Plan in ready-to-use status.

    Using tokens in different channels

    Tokens in Email channel

    The easiest way to add your tokens is to drag them from the Personalization tab into your content editor window.

    You can find your token quickly by simply typing its name into the search bar.

    • Voucher codes are not displayed in the initial Contact Preview nor in a Testmail. Testmails sent with manually entered email addresses are canceled if a voucher is used with personalisation, regardless of unchecking the required box.
    • The promo code for vouchers are only generated for contact lists and segments.
    • Send test emails to contact lists and segments only.

    At the bottom of the Personalization tab, you can start token creation as seen in the previous sections by clicking Create custom token. Alternatively, you can check all your previously created tokens by clicking Go to Personalization.

    Alternatively, you can click in your text content blocks, and click the icon.

    In the resulting window, type in the name of your contact token (contact field based voucher tokens are also handled here) to search for them quickly.

    Non-contact field based tokens are available via their respective tabs.

    When your token is selected, click it to insert it into the editor.

    Using URL based tokens

    It is possible to copy and paste the Emarsys Scripting Language content of URL based tokens to use them as links on text or images.

    Click the icon on an already inserted personalization token to open the Update Personalization Token window.

    Copy and paste the ESL code at the bottom into the URL field of an image for example.

    Alternatively, you can click the icon to access the list of available personalization tokens. By typing in the name of the token, you can jump to a specific token. By selecting a token, its URL is automatically inserted.

    Tokens in Web Channel

    Only Web Channel campaigns targeting segments or included in Automation Center programs can contain personalization tokens.

    Visual editor based campaigns

    To add a personalization token to your Web Channel campaign, click in the text where you want to add the placeholder and click the icon.

    In the resulting window, type in the name of your contact token (contact field based voucher tokens are also handled here) to search for them quickly.

    Non-contact field based tokens are available via their respective tabs.

    When your token is selected, click insert.

    HTML editor based campaigns

    To add a personalization token to your Web Channel campaign, click in the text where you want to add the placeholder and click the icon.

    Tokens in SMS channel

    Inserting personalization token into the SMS is identical to using them emails. Simply drag and drop them into your text field.

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