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Mayank AgarwalOct 7, 2021 2:09:48 AM1 min read


Learn email personalization and micro-targeting.

This guide will help you to understand what is personalization and how to effectively use it to create memorable emails.

Table of Contents



Most emails suck. They are dry and it seems they have been written by nobody for nobody. Personalization can change all that and more. Effective use of personalization can create engaging emails which your customers love.

Basic Personalization

SendX provides you various tags for contact personalization:

Screen Shot 2022-04-14 at 5.06.36 PM

So rather than getting a dry email like:


This one with personalization works way better:


Also note that you can use fallback in case you want default value to be present if the personalization tag is not there. For eg:

Screen Shot 2022-04-14 at 5.06.57 PM

This email line shall show Hello John when FirstName is John. In case user doesn't have a first name or it is empty then he will see Hello User

Using Custom Fields

On SendX platform you can also create any number of custom fields for your contacts and use them in your emails to make them engaging.

Note that just like personalization tags fallback can be used with custom fields also.

So, say if we had specified a custom field called Competitor to reach out to potential businesses.

Screen Shot 2022-04-14 at 5.07.02 PM

Now for some of them this custom field may be empty in such a case it will be replaced by some other marketing tool text.

Advanced Personalization

So you can still go one step further with personalization. SendX platform supports various operators which work with your custom fields, tags and lists and give you personalization super-powers

Custom Fields:

Assuming we have a custom field called "Designation" defined then the email content can be personalized based on the value of this custom field using our eq operator for "equals". Here is an example:

Screen Shot 2022-04-14 at 5.07.09 PM

Similar to "equals" we have a ne operator also for "not equals". For example:

Screen Shot 2022-04-14 at 5.07.23 PM

Tags and Lists:

You can use contains_name and doesnt_contain_name along with lists and tags to have well targeted emails For eg:

Screen Shot 2022-04-14 at 5.07.31 PM



Mayank Agarwal

Mayank is an email marketing expert & co-founder of SendX. SendX is an intuitive & affordable email marketing software.