---
title: "Personalization Rules Syntax"
slug: "syntax-of-personalization-rules"
description: "Syntax of Mapp Engage personalization rules: InsertIf and InsertElse tags, relations, empty checks, and how to combine conditions with and, or, and parentheses."
status: "update"
updated: 2026-11-04T12:14:15Z
published: 2026-11-04T12:14:15Z
canonical: "docs.mapp.com/syntax-of-personalization-rules"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Personalization Rules Syntax

## Overview

Personalization rules control whether specific content is inserted into a message, based on conditions evaluated for each recipient. The condition is defined in the start tag of the rule and determines whether the enclosed content is shown.

---

## Configuration and Syntax

### Basic structure

- **Start and end tag**: A rule starts with `<%InsertIf expression="${...}"%>` and ends with `<%/InsertIf%>`. The content between the tags is inserted if the condition is true.
- **Expression**: The condition is written inside `${...}` in the `expression` attribute. Expressions use the JSP Expression Language (EL).
- **Multiple conditions**: You can combine several conditions in one expression with `and` and `or`.
- **Parentheses**: The Personalization Builder encloses each condition in its own parentheses. When you combine conditions in code, use parentheses to control the order of evaluation.

### Build a single condition

1. Reference the attribute to check.
2. Add the relation operator.
3. Add the value to compare against.

Example: Insert text only if the recipient's country code is `DE`.

```plaintext
<%InsertIf expression="${user['ISOCountryCode'] == 'DE'}"%>text<%/InsertIf%>
```

To compare dates, use the date functions. See [Compare Dates](/v1/docs/compare-dates).

### Attribute references and values

- Wrap fixed text values in single quotes, for example `'DE'`. Numbers can be written without quotes, for example `user['Title'] == 1`.
- To check whether an attribute has a value, use `empty` or `not empty`, for example `${not empty user['FirstName']}`.
- If you compare one attribute to another attribute, do not use quotes around the attribute reference.

### Supported relations

| Relation | Description |
| --- | --- |
| `&lt;` | Less than |
| `&gt;` | Greater than |
| `&lt;=` | Less than or equal |
| `&gt;=` | Greater than or equal |
| `==` | Equal |
| `!=` | Not equal |
| `empty` | The attribute has no value |
| `not empty` | The attribute has a value |

### Link multiple conditions

You can link single conditions with operators to create rules that check several conditions in one expression.

| Operator | Description |
| --- | --- |
| `and` | Both conditions must be true. |
| `or` | At least one of the conditions must be true. |

Example: Insert text only if both conditions are true.

```plaintext
<%InsertIf expression="${(user['ISOCountryCode'] == 'DE') and (user['Title'] == 1)}"%>text<%/InsertIf%>
```

### Use parentheses to control logic

Use parentheses to create the required hierarchy, especially when you combine `and` and `or`.

Example: Insert content if the region is Paris and the title is `1`, or if the region is Quebec and the title is `1`.

```plaintext
<%InsertIf expression="${((user.CustomAttribute['Region'] == 'Paris') and (user['Title'] == 1)) or ((user.CustomAttribute['Region'] == 'Quebec') and (user['Title'] == 1))}"%>text<%/InsertIf%>
```

### Add alternatives with InsertElse

To define alternative content, add `InsertElse` blocks after the `InsertIf` block. An `InsertElse` block can have its own condition. An `InsertElse` block without a condition is the default and is used if no other condition applies. Mapp Engage inserts only the content of the first block whose condition is true.

```plaintext
<%InsertIf expression="${user['ISOCountryCode'] == 'DE'}"%>Hallo<%/InsertIf%>
<%InsertElse expression="${user['ISOCountryCode'] == 'FR'}"%>Bonjour<%/InsertElse%>
<%InsertElse%>Hello<%/InsertElse%>
```

For how the blocks are evaluated, see [Personalization Rules - InsertIf-InsertElse](/v1/docs/personalization-rules-insertif-insertelse).

---

## Mapp Engage Functions

In addition to the operators on this page, Mapp Engage provides functions, for example to compare dates, check parts of a value, use regular expressions, or format text. See [Functions](/v1/docs/mapp-engage-functions) and [Function Basics](/v1/docs/basics-engage-functions).

## Related

- [Functions](/mapp-engage-functions.md)