Build personalized content

Last update: September 13, 2021

CREATED FOR:

  • Intermediate
  • User

When designing your message content, try to avoid common issues that could prevent you from executing your delivery. Most of the time, possible errors are related to personalization, formatting when using an existing content - and converting an HTML content - and images.

Optimize personalization

To avoid common issues that could prevent you from executing your delivery and to improve your recipients’ experience, Adobe Campaign enables you to personalize your messages.

You can use recipients’ data stored in the Adobe Campaign database, or collected through tracking, landing pages, subscriptions, etc.
Personalization basics are presented in this section.

Make sure your message content is properly designed to avoid any errors, which are generally related to personalization.

Dynamic content can be manually added to display different content to your recipients according to conditions defined in the expression editor. When adding dynamic content, you must always leave a default variant for recipients who do not meet the selected conditions.
For more on dynamic content, refer to the this section.

Tips - Preview your email with different test profiles to make sure that your dynamic content has been correctly configured.

Build optimized content

When building your emails, keep the general best practices below in mind.

  • Keep design simple

  • Keep mobile users in mind

  • Avoid entirely image-based emails

  • Use email-safe fonts

  • Encode special characters

Subject line

Work on the subject line to improve open rates:

  • Avoid subjects that are too long. Use 50 characters maximum

  • Avoid using repetitively words like “free” or “offer”, that could be considered as spam

  • Avoid capital letters, and special characters like “!”, “£”, “€”, “$”

Mirror page

Always include a mirror page link. Preferred position is a the top of the email. Learn more

The unsubscription link is essential. It must be visible and valid, and the form must be functional. Learn unsubscription link guidelines in this section.

By default, when the message is analyzed, a control typology rule checks whether an opt-out link has been included and generates a warning if it is missing.

Tip: Because human error is always possible, check that the opt-out link works correctly before each time you send. For example, when sending the proof, make sure the link is valid, that the form is on-line and that the No longer contact this recipient field is changed to Yes.

Learn how to insert an opt-out link in this section.