Personalization Token
A placeholder in a template — like a first name or company field — that fills in per-recipient data at send time to make mass messages feel individual.
A personalization token, also called a merge tag, is a placeholder in a message template that the sending system replaces with each recipient's data when the message goes out — a first name, company, city, or any field from the list. It lets one template produce thousands of individually addressed messages, which lifts reply and conversion rates over generic copy.
Tokens are only as good as the data behind them, so a missing or wrong field — an empty name or a mismatched company — instantly signals a mass send and can backfire. The strongest personalization goes beyond simple tokens to reference something specific and true about the prospect, while clean enrichment and fallback values keep the basic tokens from breaking at scale.
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