Personalized Content in Architect Journeys

Personalization is at the heart of effective customer engagement. When users feel that your messages are tailored to them, they are more likely to pay attention, engage, and convert. That’s why personalized messages consistently outperform one-size-fits-all communication.

With dynamic content in Architect, you can easily insert user attributes, event parameters, and product details to personalize your messages and make every message feel relevant and valuable. Architect gives you the flexibility to personalize not just text, but also images, links, and other message elements, so you can create rich, tailored experiences across all channels.

And to ensure every message looks complete, Architect also allows you to set fallback values, so even if some data is missing, your users will never see empty or broken content.

You can personalize the content on the following channels in your journeys:

• Web Push
• App Push
• Email
• SMS
• WhatsApp
• Call an API
• InApp (Only default and custom attributes are available)
• On-Site (Only default and custom attributes are available)

Dynamic content options

You can use the following components to personalize content in your journeys:

Fallback

You can add a fallback to your dynamic content to make sure users never see an empty value.

When you insert dynamic content into your message, an info box will appear asking you to set a fallback. Enter the value you want to show if the dynamic content is missing, and click the Save button. Once added, the dynamic content chip will turn dark blue to indicate that a fallback is set.

For image fields, your fallback can be either a dynamic link or a static image. The info box will guide you on the correct type of input for each case.

Use dynamic content

You can add dynamic content through the Add Dynamic Content button on input fields.

Suggested reading: Data Ingestion for Cross-Platform Personalizations - Event Parameter Personalization

Web Push

You can customize the following web push elements with dynamic content using default and custom attributes and event parameters:

• Push icon
• Title and description
• Web push link
• Action button links
• Rich push image URL

App Push

You can customize the following app push elements with dynamic content:

• Push message title
• Message
• Deep link
• Rich push image URL

Email

You can use default and custom attributes, event parameters, coupons, cart items, browsed items, purchased items, wishlist items, and recommendations in email.

You can use all available dynamic content options to personalize your subject and preheader.

To personalize your email content, you can use the HTML Editor or Drag and Drop Editor to add all available dynamic content.

Browse abandonment, cart abandonment, wishlist abandonment, and post-purchase use cases

Personalized emails are one of the most effective ways to re-engage users and drive conversions, especially for key ecommerce scenarios such as browse abandonment, cart abandonment, wishlist abandonment, and post-purchase recommendations. In Architect, you can easily add personalization to your emails using product blocks or dynamic content.

Product blocks are available in the drag and drop editor and come preconfigured with the most common product details, including product name, price, discounted price, and image. You can add up to eight product blocks in a single email, each linked to a different item (item 1, item 2, item 3, and so on). This makes it quick and seamless to build highly personalized campaigns, such as showing multiple items left in a user’s cart or highlighting several products they recently browsed.

If you prefer more flexibility in your design, you can also insert dynamic content attributes individually from the dropdown menu. Here, product data is grouped under cart items, browsed items, purchased items, and wishlist items, and you’ll also find additional formatting options for attributes like price. This approach is ideal if you want to place product details in specific areas of your email or create a fully customized layout.

We recommend using product blocks whenever possible, as they provide a ready-made and consistent structure that saves time. However, if your design requires more customization or creative placement of product attributes, the dynamic content dropdown gives you the control you need. Together, these options let you personalize emails for every use case while keeping your brand experience consistent and engaging.

Fallback in email

Once you add your dynamic content, it will appear in brackets in your email design. If you want to add a fallback, you should add “|” and the fallback value just before the ending brackets.

For example, say you add the Name attribute as dynamic content. It will look like the following in your email design.

{{Name}}, you have left items in your cart!

If the user's name is absent, you want to show a simple "Hey" at the beginning of the phrase above. The fallback value will be inserted inside the brackets like the following:

{{Name|Hey}}, you have left items in your cart!

Formatting options in email

The templating language in email allows you to format the dynamic content values according to your use case:

• Date formatting
• Number formatting
• Today's date formatting

SMS

 You can customize the SMS message text with dynamic content.

Call an API

You can customize the following Call an API elements with dynamic content:

• Path
• Headers
• Body

Since Call an API is highly flexible and can support a wide range of scenarios, it gives you access to all types of dynamic content, including cart, browse, purchase, and wishlist items, as well as campaign attributes and more.

InApp

You can personalize your in-app campaign using default attributes, custom attributes, and soon, event parameters. Simply type @ in the editor to view and insert the available options.

On-Site

You can customize your on-site campaign with custom user attributes. You can type @ and see the custom user attributes.

Suggested reading: Data Ingestion for Cross-Platform Personalizations

Cart, browsed, purchased, and wishlist items

Cart items

Cart Items are special keys for cart abandonment use cases. You can add the abandoned product information in the content to design your email templates. Architect collects the last eight cart items by default.

Five different price attributes are available:

• Price: Updated price based on the currency on InOne settings (19,9 or 19,99).
• Not Converted Price: Price based on the website currency.
• Formatted Price: Price based on panel currency settings with 2 decimals (19,90 or 19,99).
• Original Price: Undiscounted price if there is a discount (19,9 or 19,99).
• Original Formatted Price: Undiscounted price if there is a discount with 2 decimals (19,90 or 19,99).

Browsed items

Browsed Items are special keys for browse abandonment use cases. You can add the browsed product information in the content to design your email templates. Architect collects the last 8 browsed items by default.

Purchased items

Purchased items are special keys for your use cases, such as post-purchase, confirmation email, etc. You can add the product information for the purchase to the content and design your email templates. Architect collects the last eight purchased items by default.

Wishlist items

Wishlist items are special keys for some use cases, such as wishlist reminder or wishlist price drop email. You can add the product information for the wishlist items to the content and design your email templates. Architect collects the last eight wishlist items by default