Personalization Tokens

Personalization tokens are placeholders in your content that get replaced with specific details about your contacts. Imagine writing a letter where you leave blank spaces for the recipient's name and address. Then the magic happens — those blank spaces automatically fill in with the correct information for each person who receives it.

When you create an email, landing page, or web page in HubSpot, you can use these tokens to insert personal details like someone's first name, company name, or other information you have about them. 

Using personalization tokens is easy and intuitive, and it requires no code. To get started:

• Sign up or log in to your HubSpot account.
• Navigate to the appropriate content tool in HubSpot – marketing emails, landing pages, or web pages.
• In the text editor, select a rich text module.
• Use the personalize dropdown menu to select and insert a token.
• Choose the appropriate property for your token and set a default value if needed.

Keep in mind that personalization tokens are based on CRM data, so the richer your database, the more in-depth personalization you will get.

Personalization tokens are available for free, with additional functionality available in premium editions of Content Hub and Marketing Hub. See the pricing page for more details.

Personalization tokens work like smart “fill-in the-blanks” for your content. Here’s a simplified explanation.

1. You create content like an email or web page and add tokens like [First Name] or [Company Name] where you want personalization. 
2. Tokens automatically connect to information you already have about each contact in your CRM.
3. When someone views your content, the placeholders are replaced with their actual information. 
4. Your contacts get a personalized experience. If you don't have someone's name or company information, personalization tokens will default to a fallback value of your choice such as "valued customer" instead of an individual's first name.

Personalization tokens can enhance many content touchpoints where you want to create more engaging experiences:

• Email marketing: Subject lines ("Hi [First Name], your guide is ready"), personalized greetings, company-specific offers, and location-based content
• Landing pages: Dynamic headlines ("Welcome back, [First Name]"), customized CTAs ("Get your [Industry] demo"), and progress indicators based on lifecycle stage
• Website content: Smart navigation for different visitor types, industry-specific resources, and behavioral targeting based on previous interactions
• Marketing content: Pop-ups and forms that adapt based on visitor behavior, email templates with sender information, and SMS messages with personalized details