Personalization Builder: Create and Edit

Overview

Use the Personalization Builder window to create and edit personalization rules. The window has two views. In Edit Mode, you define the conditions of a block. In Structure Mode, you manage the blocks of the rule and their content. For when to use which view, see Personalization Builder.

Navigate to Audience > Segmentation > Personalization.
Click Create, or click Edit in the context menu of an existing personalization.

Personalisation Builder interface showing options for inserting conditions and blocks.

Settings

Setting	Description
Description	Describes the purpose of the rule. Recommended, because personalization names are not unique.
Advanced Options	Expands the Group drop-down list, where you select a group.
Graphical	Shows the rule in the graphical interface.
Code	Switches to the code editor for manual input. You can switch between the views as long as the rule remains compatible. Some expressions are only possible in code.

Edit Mode

In Edit Mode, you define the conditions of the selected InsertIf or InsertElse block. When you create a personalization, the Builder opens in this view with the initial InsertIf block selected.

Element	Description
Structure - InsertIf Block	Shows the block you are editing. Click Structure to switch to Structure Mode.
InsertIf Block Name	Shows the name of the block. You set the name with Edit Block Name in Structure Mode.
	Adds a condition at the same structural level and opens the Condition Builder.
	Opens the context menu for a condition. Here you add or modify conditions and grouping.
	Opens the context menu for the condition with these options: Add condition: Adds another condition. Add grouped condition: Wraps a condition in brackets to create a grouped expression, for example `A AND (B OR C)`. Ungroup: Removes the brackets around the selected grouped condition. Remove group: Deletes all rules within the selected brackets.
Conditions to be matched	All: Every condition in the group must be true. If one condition is false, the content is not inserted. One: At least one condition must be true for the content to be inserted.

Condition Builder

The Condition Builder opens when you add a condition. You select an attribute, define how it relates to a value, and add the condition to the block.

Personalisation builder interface showing conditions for inserting blocks and options.

Setting	Description
First input field	Shows all available standard and custom attributes. Select the attribute that the condition evaluates.
Center drop-down menu	Defines the relationship between the attribute value and the value in the second field. The available relationships depend on the selected attribute: Equals Does Not Equal less than greater than less than or equal greater than or equal empty not empty Starts With Ends With Contains Contains case insensitive Regex
Second input field	Specifies the value that the attribute value is compared with. With Equals and Does Not Equal, the values must match exactly. For less strict matching, use Starts With, Ends With, Contains, or Regex. Wildcards are not supported.
Compare two attributes	Lets you select another attribute instead of a fixed value, so that you compare two attributes with each other.

Structure Mode

In Structure Mode, you see all blocks of the rule and manage their order, nesting, and content. Each row shows the block type and the block name, for example InsertIf Block: Platinum or Default Block: Default. A rule always starts with an InsertIf block. The following blocks determine which parts of the rule apply to the recipient.

Element	Description
Brackets `(` `)` and `(..)`	Enclose the nested content of a block. Click the bracket to show or hide the nested content. A collapsed block shows `(..)`.
	Adds an `InsertElse` block at the same level as the current block.
	Opens the menu of the block. The available options depend on the block type. A default block, for example, only offers Edit Block Name, Add Content, and Add Nested InsertIf. Add InsertElse: Adds an `InsertElse` block at the same level. Edit: Opens the block in Edit Mode, where you modify its conditions. Edit Block Name: Renames the block. Block names also appear in the email message statistics, where you compare the success of different personalizations. Add Content: Adds a content block to the selected `InsertIf` or `InsertElse` block. See Add Content. Add Default: Creates a fallback block that applies when no other condition is met. Add Nested InsertIf: Creates a nested `InsertIf`/`InsertElse` structure within the selected block, for example to segment by one attribute and then refine by another.
Pencil icon and ▼ on content blocks	Open the content of the block for editing in the Add Content dialog. Content blocks have no further menu options.

Add Content

The Add Content dialog inserts a content block into the selected InsertIf or InsertElse block. Content can include fixed text, HTML formatting, and placeholders. To edit existing content, click the pencil icon of the content block. You can also save a personalization without content.

Personalisation Builder interface showing content block and attributes section for customization.

Setting	Description
	Adds the attribute selected in the Attributes field to your content.
Input field	Defines the fixed content of the block. HTML tags are supported. Nested blocks can contain their own content. Example for a greeting based on gender: Add a nested `InsertIf` block that checks the recipient's gender. For male recipients, add `Dear Mr. <%user['Lastname']%>`. For female recipients, add `Dear Ms. <%user['Lastname']%>`.

Setting

Description

Adds the attribute selected in the Attributes field to your content.

Input field

Defines the fixed content of the block. HTML tags are supported. Nested blocks can contain their own content.

Example for a greeting based on gender:

Add a nested InsertIf block that checks the recipient's gender.
For male recipients, add Dear Mr. <%user['Lastname']%>.
For female recipients, add Dear Ms. <%user['Lastname']%>.

Actions

Action	Description
Group	Groups all selected rules at the same structural level. If nested grouping exists, remove the brackets before you create a new group.
Delete All	Removes all rules in the structure.
Preview	Opens the preview in a new window, where you test the rule. See Personalization Builder: Preview.
Save	Saves the personalization rule to your library so that you can reuse it.
Use	Inserts the personalization into a message without saving it for future use.

Examples

For worked examples of InsertIf/InsertElse conditions and content blocks (personalized salutations, loyalty program tiers, subject line capitalization), see Personalization Builder: Examples.