What are Personalization Tokens for?
When targeting prospects with messages on your website, personalization tokens can customize the messaging for prospects that come in through an outbound channel, so the rep that started the conversation can continue the conversation when intent is highest using compelling language, i.e.
Hey MongoDB, we help companies in Software as a Service get more leads.
Hey there, we help companies in Software as a Service get more leads.
This way, all the data enrichment an ABM you're paying for isn't going to waste :-) Below is an in depth walk through of how personalization tokens look and work.
Personalization Tokens in Action
Using personalization tokens in playbooks:
1. In the Copy
A common use for personalization tokens would be greeting a user by their first name if that attribute is known in Drift. Though we see personalization tokens used most often in Sales sequences email playbooks, we encourage users to think about using them in chat playbooks as well. Here's how to add a personalization token to a greeting in a Leadbot playbook:
You will also notice that we added a "default" this is what will display if first name is not a known attribute for a contact in Drift. In this example the end user will either be greeted with "Hey (first name)!" or "Hey there!"
2. Retrieving information for the attribute fields
One common practice is to add a question with a keyword response, and then map that response to the custom Drift attribute name! Here is a doc that outlines what that looks like.
There is a fine line between attribute and personalization token. Attributes are categories and the values within them that exist for individual contacts, whereas personalization tokens are populated with attribute information based on the conditions of who is interacting with the token. It is simply an attribute that is personalized for a specific instance.
Where to find Personalization Tokens
Personalization tokens can be added to emails and playbooks anywhere that the below tag icon or a button that is labeled "Personalization" can be found.
Get started making your own Personalization Token
1. Auto-creation by empty state Drift app
Here is a quick peek into all of the default tokens that exist when you click into the Personalization options of an Online Welcome Message Playbook right after creating an account and using Drift for the first time:
2. Auto-creation during use (often by CSV upload)
Those created by CSV import are pretty easy to spot, but here's an example of how they will look:
Commonly Used Drift Attributes
Common attributes for Personalization Tokens
Additional User Attributes
Additional Clearbit Attributes