Get started with personalization add-personalization

Discover Adobe Journey Optimizer personalization capabilities to adapt your messages to each specific recipient by leveraging the data and information you have about them. It can be their first name, interests, where they live, what they bought, and more.

➡️ Learn how to personalize a message in these videos
➡️ Discover use cases leveraging personalization

Build personalization expressions using a dedicated syntax syntax

Journey Optimizer uses an inline simple personalization syntax based on Handlebars which allows you to create expressions with contents enclosed by double curly braces  {{}}. You can add multiple expressions in the same content or field without restrictions. Learn more on the personalization syntax.


  • Hello {{}} {{}}
  • Hello {{}}

When processing the message (email and push), Journey Optimizer replaces the expression with the data contained in the Experience Platform database: Hello {{}} {{}} becomes “Hello John Doe”.

Leverage profile data to personalize your messages data

The personalization is based on the profile data that are managed by the XDM Individual Profile schema defined in Adobe Experience Platform. Learn more in Adobe Experience Platform Data Model (XDM) documentation.

The XDM Individual Profile schema is the only schema you can use to personalize content in Journey Optimizer.

In addition, you can also leverage computed attributes to personalize your content. Computed attributes are based on Profile-enabled Experience Event datasets ingested into Adobe Experience Platform and serve as aggregated data points stored within customer profiles that summarize individual behavioral events Learn how to work with computed attributes

Work with the personalization editor editor

Journey Optimizer provides an personalization editor where you will select, arrange, customize and validate all the data to create a customized personalization for your content. Several tools are available to help build your personalization content, such as: felper functions, pre-defined expressions library, attributes favouriting, and more.

How-to videos video-perso

Learn how to use contextual event information from a journey to personalize a message.

Learn how to add profile-based personalization to a message and how to use audience membership as a pre-condition to a personalization block.