One of the most effective Pulsate tools to drive engagement amongst users is Personalization Tags. Adding a personalization tag enables you to tailor your content for each individual user and deliver truly personalized campaigns for every single app user. Today, we are launching a new feature to enable you to insert a fallback personalization tag so now is a great time to recap what a personalization tag is, why you should use them to improve your campaigns and how to use our new fallback feature.
What is a Personalization Tag?
For anyone reading this that doesn’t yet use personalization tags, the first thing to say is that you should be using them. Personalization tags allow you to dynamically insert unique content for every user that receives your campaign. This could be anything from the user’s first name to the their favourite music genre or most frequently purchased items. Once you have sent this data to Pulsate either through of either one of our existing SDK methods or via one of our API endpoints, you will be able to dynamically insert that data into any of the campaigns that you send. For more information on sending your data to Pulsate via API or one one of our SDK methods, please check out our developer documentation.
Why should you use Personalization Tags?
The addition of the user’s first name to a push notification or in app notification is a particularly powerful method of driving engagement and creating a meaningful relationship with each of your individual users. This will almost always result in higher open rates for your campaigns which can only be a good thing.
However, while the simple act of inserting the user’s first name into your content is extremely powerful, the scope of what you can do with personalization tags is much greater. Some of our customers have used personalization tags to dynamically insert the home store for a user when they are sending them content and asking them to visit the store. Others have dynamically inserted custom parameters such as the user’s favourite genre of music or their favourite clothes designer. Whatever your business is, personalization can help you to tailor every single campaign for each individual user.
Introducing Fallback Personalization Tags
No matter how comprehensive your customer data is, there will also be some users that you don’t have some data points for. For instance, if you send the user’s first name to Pulsate when they login to your app, some users will not have any data in the first name field until they login. By default, if you insert a personalization tag and we don’t have that data point for the user, we will leave the space blank.
However, you can now specify a fallback personalization tag that will be inserted into the content for any users who don’t have a value for the personalization tag that you inserted.
In the example above, if you are unlikely to have everyone user’s first name, you could insert the first_name personalization tag but set the fallback to ‘there’. If we have the user’s first name we will dynamically insert it and if we do not have it we will insert the word ‘there’ so that your message can seamlessly befigin with the words ‘Hi there,’ for users whose first name we do not have.