Personalized Email

Create a Personalized Email Activity via Orchestration

Overview

• Personalised emails are created using Orchestration flows

• Segmentation and Enrichment define which data is available in the email

• The Email activity becomes one step in a broader, automated journey

Orchestration-Based Email Flow

A typical personalized email flow includes:

1. Member Segment – Defines who enters the flow

2. Enrich Step – Exposes member attributes (e.g. first name, age)

3. Email Activity – Uses enriched data in the email content

Step 1: Define the Segment

• Drag a Member Segment block onto the canvas

• Choose attributes and conditions to target members who should receive the email (e.g. recipients older than 18 with email consent)

• When creating Member Segments for Email, always ensure Email Consent attributes are used to avoid sending emails to unsubscribed members

Step 2: Enrich Member Data

• Add an Enrich block

• Select the attributes needed for personalization, such as:

• First name

• Last name
• Age
• Other available attributes

Only enriched attributes can be used as merge tags in the email.

Step 3: Add Email Activity

• Connect an Email block to the Enrich block

• Double-click the Email activity block and start the configuration From Scratch or From Template

Configure Email Activity Details

The execution of an Email activity depends on three conditions:

1. The configured Start and End dates
2. The execution time of the flow
3. The publication status of the Email activity

Execution Rules

• Execution occurs only if all of the following are true:

• The Email activity is published (not saved as draft)

• The execution time falls within the configured Start–End date interval

Behavior by Scenario

• Start and End dates are in the future

• The Email activity will be skipped until the execution time reaches the configured Start date

• Once the execution time enters the Start–End interval, the Email activity becomes eligible for execution

• Start and End dates are in the past

• The Email activity will be skipped, as the execution time is already outside the allowed date range

• Execution time is within the Start–End date interval

• If the Email activity is published, the email will be sent

• If the Email activity is saved as draft, the step will be skipped

Important Notes

• Start and End dates act as a hard execution window for the Email activity
• Publishing the Email activity is mandatory — draft activities are never executed, even if the execution time is within the valid date range

Personalize Email Subject and Preheader Using Placeholders

• Use {{membership_first_name}} and {{membership_last_name}} placeholders for personalized Subject and Preheader

Personalize Email Content Using Merge Tags

Triggered vs. Audience Email Activities

Email activities behave differently depending on their Segmentation type and whether they are connected to a segmentation block.

Triggered Email Activities

• Triggered Email activities are connected to a segmentation block, such as:

• Member Segment

• Seed

• Enrich

• Split

• Combine

• Exclude

• Intersect

• These activities have Segmentation type: Triggered

Execution behavior:

• Executed as part of the flow execution, based on when members reach the connected segmentation block

• Execution depends on the flow logic and timing

• The email is sent only when members qualify through the segmentation block

• Publishing the Email activity does not immediately send emails

Audience Email Activities

• Email activities that are not connected to a segmentation block have Segmentation type: Audience

• These activities require an Audience to be selected before publishing

• Audience Email activities are not executed as triggered steps in a flow and cannot be personalized.

Execution behavior:

• The email is sent immediately upon publishing

• Execution does not depend on flow timing or segmentation blocks