How to personalize email content

When writing your email pitch in Prowly, you can leverage different personalization tokens—each one represents a contact property, which is why it pays off to have your media lists updated and filled with as much information as possible. 

You can use these details to create slightly different email pitches depending on your relationship with specific recipients, their location, or specialization. 

  1. Click the Personalize button located above the email creator in the top right corner
  2. Choose which data property of the contact you would like to use for content personalization
  3. As a cautionary measure, you can also set a fallback value in case some contacts are missing a data property you have chosen for personalization (if there's no fallback value, your recipient sees a blank space instead). 

List of available personalization tokens:

  1. Email
  2. First name
  3. Last name
  4. Role
  5. Personalized greeting
  6. Address
  7. City
  8. Country
  9. Zip code

What is a Fallback value?

If some media contacts are missing data that should appear in a personalization token, such as First Name or Country, you can always use a Fallback value, which will efficiently fill the gap in the message.

06-Yellow-PersonalisationFallbackCountry

Example use case

Let's say you're sending a press release to the majority of European music stations about the popularity of a rock band from Ireland. The beginning of your mail might look like this:

Hi >FirstName<,

We've been waiting for such an amazing rock band in Ireland for years. I believe if you listened to their newest single you would agree that rock enthusiasts in >Country< will love it.


No data in CRM, no fallbacks

If you didn't fill in fallback values when sending this personalized email to the contact without First Name and Country data provided, the email would have empty spaces like this:

Hi ,

We've been waiting for such an amazing rock band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in will love it.

No data in CRM, tokens replaced with fallbacks

If you filled fallback values with personalization tokens added to this email, media contacts without First Name and Country properties would see the message like this:

Hi there,

We've been waiting for such an amazing rock band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in your market will love it.

First Name and Country properties were replaced with respective fallbacks: there, your country. Thanks to such fallbacks, you keep your content consistent and you can be sure that no recipients from your target group will receive an improperly edited email.

Data filled properly in CRM

Fallbacks, of course, are not superior to contact properties, so if your recipient has data filled in the CRM, the fallback won't be used in personalization token:

Hi Michael,

We've been waiting for such an amazing alternative band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in Germany will love it.