Smart Content

Personalize your HubSpot content

Last updated: October 8, 2018

Applies to:

Marketing Hub
Basic, Professional, Enterprise
Personalizing your content to your contacts can improve their engagement with your website and marketing emails. You can personalize your emails, website pages, and landing pages with any property that exists on a contact record, like their first name or company name. In order for personalization tokens to work properly, the contact must have a contact record within your HubSpot account and have a value for the property used as the token. 
  • In your HubSpot Marketing Hub Basic, Professional, or Enterprise account, navigate to email, landing pages, or website pages.  
  • Hover over the name of the content you are editing and click Edit, or click Create landing page/website page/email in the upper right.
  • In the editor, click the rich text module to insert a personalization token in.
  • Place your cursor at the location to insert a personalization token, then click Insert > Personalization Token in the rich text toolbar. 


  • Click the Type dropdown menu, and select a personalization token type:
    • Contacts: these tokens use the values for any contact properties associated with your contacts in your HubSpot database. This includes tokens for contact owner, first name, last name, and email.
    • Company: these tokens use the values for the company properties associated with your contacts in your HubSpot database. This includes tokens for company owner, total revenue, industry, and name. 
    • Office Location: these tokens use the values for the address you specified in your account settings for your company's location. This includes tokens for city, state, and zip code. You can edit your company's location details by clicking the gear icon settings in the main navigation menu. In the left sidebar menu, navigate to Marketing > Email, then click the Configuration tab. In the Footer section, click Edit on the office location you want to edit. 
    • Click the Property dropdown menu and select a property to use as your token. If you select Contact owner or Company owner, use the User property dropdown menu to select a property from the owner’s user profile that you’d like to use as your token. 
    • Set a default value for the token. The default value will be used when the contact does not have a value for that specific property. You can also set global default values for the tokens. If you do not set a default value, CONTACT.PROPERTYNAME will be displayed in the test email or page preview, and no value will be displayed in the live content.
    • Click Insertlocal-versus-global
    • Your token will now appear in the rich text module with the name of the selected property and a colored background. To preview your token, click the preview  view  icon on the left side of the editor. Use the Preview as a specific contact dropdown menu to search for and select a contact. In the preview window, you will then see the tokens populate with the values pulled from the contact's record in your account.preivew-personalization
    • If you are previewing an email, you can click Send a test email in the left side of the editor, then use the Receive email email as a specific contact dropdown menu to preview how the personalization will render in the contact's inbox.receive-email-as-a-specific-contact
    • After you preview your personalization tokens, make additional changes to your content as needed, then click Update or Publish. If you are editing an email, click Save, Send, or Schedule.

Please note: if you are using personalization tokens on a thank you page, the values for these tokens will only populate for known contacts. If a new contact fills out a form and is redirected to a thank you page with a token, there isn't enough time for the data to process and populate the right information. If a default value is set, the new contact will see the default value on the thank you page.  

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