This page provides an overview of the structure of personalization placeholders.

All placeholders that are used within messages can be selected with the ​Personalization Wizard​. For more information, see Basics​​​​.

Background Information​

A personalization placeholder is similar to an HTML tag. The placeholder has beginning and end tags: <% and %>. These tags indicate to the system that the tag is replaced with information during sendout. The source of the information, in this case, the attribute, must be defined between these tags.

For example, the placeholder that inserts the name of a contact is <% User['FirstName'] %>. This placeholder appears in the message draft. After sendout, Mapp Engage replaces the placeholder with the value that is stored in the first name attribute of the contact. If no information is stored in the attribute for a contact, Mapp Engage does not insert a name into the message.

You can define alternative text or create more complex conditions to add special information with personalization rules. For more information, see personalization Rules - InsertIf/InsertElse​.

All placeholders can be used within HTML tags. For example, To enrich a link with contact-specific information by adding a placeholder to the link address.

Structure of the personalization Placeholders​

The Mapp Engage personalization placeholder is initiated with the start tag <% and closed with the end tag %>. The name of the attribute is inserted between the tags (see Attribute References​).


The first name of the contact is entered in the salutation. The first name of the recipient is stored in the attribute User['FirstName'].

The placeholder that is entered into the message text during message creation is "Dear <% User['FirstName'] %>".

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