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Personalization Tokens

Personalization tokens turn your CRM data into tailored emails, landing pages, and web content for every prospect.

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No credit card required. Many features are free, some require a paid subscription.

  • Create personalized content using drag-and-drop tokens

  • Insert customer names, company details, and more automatically

  • Personalize content across touchpoints seamlessly

Maximize conversions with personalized content.

Creating relevant and engaging marketing content is critical to turning prospects into customers. HubSpot's personalization tokens are dynamic placeholders that help you seamlessly tailor marketing content to the unique preferences and behaviors of each user. By personalizing content including emails and landing pages with CRM data such as name, past purchase behavior, and job title, you make your calls-to-action more compelling. This targeted approach increases the likelihood of users taking actions like filling out lead forms, making a purchase, or signing up for a newsletter, ultimately helping you maximize your impact. 

  1. Increase engagement with relevant content.

    In a world where generic content falls flat, creating engaging experiences is essential. HubSpot’s personalization tokens help you craft marketing messages that are tailored to the individual by using CRM data such as location, job details, and company information. By delivering content that resonates on a personal level, you prompt users to interact more with your emails, website pages, and landing pages, leading to more time on page, greater engagement, and an increased likelihood of conversion.

  2. Create content faster using AI and personalization tokens.

    Forget about spending entire days crafting your content marketing campaigns. With HubSpot, combine AI-powered content creation with personalization tokens to quickly draft, edit, and deploy tailored emails and other types of content in a fraction of the time. This frees up time to focus on other strategic projects while still ensuring that your content is relevant and impactful.

  3. Easily track the impact of personalized marketing content.

    Personalized messaging can boost your marketing performance, but that doesn’t mean much without data to back it up. HubSpot’s built-in reporting tools offer insights into key metrics like email opens, click-through rates, lead submissions, and more, helping you track engagement and optimize current and future campaigns.

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Frequently Asked Questions

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