About Personalization

Personalization lets you customize messages with user-specific data, ensuring timely and relevant content for each audience member.

How personalization works

Airship’s personalization features are implemented using the Handlebars templating language. Handlebars expressions consist of some content representing the value(s) you want to personalize, surrounded by double curly braces, e.g., {{firstname}}.

In the previous example, the firstname variable is a simple substitution, most likely using the firstname Airship attribute for the user. For more complex expressions that use logic operations such as AND, OR, NOT, greater than/less than, loops, math, and many more advanced handlebars syntaxes, see our Airship Handlebars Reference.

To personalize content in Airship, use HandlebarsHandlebars is Airship’s templating language for personalization. Handlebars expressions use double curly braces wrapped around a content template, ranging from a simple variable, e.g., {{first_name}} to complex evaluations of personalization data. syntax to create Merge FieldsA variable in your message or template that you want to populate with a personalized value for each member of the audience. Merge fields use Handlebars syntax — {{merge_field}}. that are populated with data at send time. Common uses of personalization:

  • Flight info“Your departure gate for flight {{flight_number}} has changed to {{gate_code}}.”
  • Retail purchase updates"{{first_name}}, we received your order {{order_number}} and will send tracking information when it has shipped."
  • Membership rewards program updates“You reached {{program_level}} status and have been awarded {{points}} bonus points!”

Preview personalization in the dashboard, using our Preview Data feature.

Data sources

The data you use to personalize a message may be personal in nature (first name, birth date, city) or based on user behavior (purchase history, pageviews, app opens).

Personalization data in Airship may come from any of these sources:

Evaluation order

You can use multiple data sources to personalize a single piece of content, which means it is possible for you to have two merge fields with the same name in the same expression, e.g., an attribute {{points}} and an inline list value for {{points}}.

If two fields share the same name, Airship attempts to use the value that is most relevant to your audience. This order isn’t guaranteed, but, in general, Airship attempts to use the following order:

  1. Custom event properties
  2. Inline list values
  3. Attributes
  4. External data feeds

You are advised to make sure your fields have unique names to prevent unintended personalization results.

What you can personalize

When creating a message, you can personalize:

You can also personalize reusable content:

Start personalizing messages

First learn personalization formatting:

Then you can add personalization to your messages, templates, and snippets.