Last updated: September 29, 2025
Available with any of the following subscriptions, except where noted:
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Additional subscriptions required for certain features
With personalization tokens, you can pull in information stored in HubSpot to personalize emails and pages to the contact interacting with them. If the person interacting with your contact can't be associated with a contact in HubSpot, they will be shown a default value instead.
Default values can be set globally for pages and marketing emails. You can also override global defaults with fallback values specific to that email or page, or add a fallback value to tokens in an SMS message.
Subscription required
- A Marketing Hub Starter, Professional or Enterprise subscription is required to add personalization tokens to marketing emails.
- A Content Hub Professional or Enterprise subscription is required to add personalization tokens to website and landing pages.
- The Marketing SMS add-on or Marketing SMS Short Code add-on is required to add personalization tokens to SMS messages.
Use global default values for personalization
You can set global default values for personalization tokens used in your landing pages, website pages, and marketing emails within your account settings. Default values for pages and marketing emails are stored separately and can contain different values.
Set global defaults for pages
- In your HubSpot account, click the settings icon in the top navigation bar.
- In the left sidebar menu, navigate to Content > Pages.
- Click the Personalization tab.
- Next to a property type, click Edit defaults.
- In the dialog box, click a property.
- In the right column, enter a default value, then click Save.
Set global defaults for marketing emails
- In your HubSpot account, click the settings icon in the top navigation bar.
- In the left sidebar menu, click Marketing > Email.
- Click the Personalization tab.
- Next to a property type, click Edit defaults.
- In the dialog box, click a property.
- In the right column, enter a default value, then click Save.
Set unique fallback values for emails, pages, and SMS messages
Each personalization token can have a fallback value unique to a specific email, page, or SMS message. This is useful if you have variations of your content in different languages, or if you’re using the same personalization token more than once within the same content.
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Navigate to your content:
- Website Pages: In your HubSpot account, navigate to Content > Website Pages.
- Landing Pages: In your HubSpot account, navigate to Content > Landing Pages.
- Email: In your HubSpot account, navigate to Marketing > Email.
- SMS: In your HubSpot account, navigate to Marketing > SMS.
- Click the name of a page, email, or SMS message.
- In the editor, click on the rich text module where you want to add personalization.
- In the upper right corner of the rich text toolbar, click Personalize.
- In the pop-up box, click the Type dropdown menu and select a token type such as contact property or office location.
- Click the Token dropdown menu and select a property.
- If the property already has a global default value, clear the Use this property's global default value checkbox.
- Enter a value in the Fallback value field, then click Insert.
