The implementation of text personalization is basically almost the same as in "simple" personalization. It works on the basis of placeholders in the personalization example, which are filled via data content / attributes of the customer data from the marketing cloud. This allows for dynamic continuous text, as well as interchangeable text blocks.

Read this article in advance for helpful info: > Basics: Simple personalization


Warning on Noto Emoji 14.0 Important: In order to provide you with the best possible support, all topics relating to image and text personalizations must be coordinated with us in advance. This way we can ensure that you have correct requirements and thus guarantee a smooth handover.  
Please contact or your optilyz contact person.

Transfer to optilyz - Checklist

  • Personalizedexample: fields to be personalized must also be supplied here in curly brackets in the perso example: e.g. {first name} or {voucher_code}. Used are:
    • either the names of the fields in the Data Extension of the Marketing Cloud
    • or the optilyz field names to be mapped.
  • Personalized example: contains rules for simple print programming, lists all rules on the last page of the PDF.
  • Personalized  example: insert variable text formatting (color, size, style such as bold, italic, underline, etc.) per personalization field as you want it to print.
  • Marketing Cloud: Variable text formatting within a personalization field only with prior consultation and coordination with optilyz to avoid errors.
  • Marketing Cloud: Flexible texts only with prior consultation and coordination with optilyz. Please approach your optilyz contact person.

Programming with if-then rules

Applies e.g. to the salutation programming in the person example.

{Liebe/Lieber/Hello*} {Salutation} {First Name}

* inside { }, because the rule refers to this field.

Important: The last page in the Personalized example is used informally to explain the programming rules (in this example the {gender} field is used for the salutation).

i.e. result of the programming rule in the personalized example:


if {gender} = w, then salutation = love

if {gender} = m, then salutation = Dear

if {gender} or {First Name} = empty, then salutation fallback = Hello

Personalized punctuation , / ! / ? or similar

e.g. {Liebe/Lieber/Hallo*} {Salutation} {First Name,}

Means for the personalized example: The punctuation marks are set within the personalized example within the personalization field to which it refers. Thus, the punctuation marks jump dynamically according to the content in the personalization field.

Note: specific Marketing Cloud if/else mechanics are placed upstream and independent of this.

Personalized date

If a date has to be personalized, there are two ways to do it: 

1. Use the personalization field with date format:  {PHD ( + X days}

2. or use the personalization field with an asterisk *:  {PHD + X days*}

Important: The last page in the Personalized example is used informally to explain the asterisk:

*date format, e.g. or

Example: You want to print the voucher validity depending on the postal handover date: PHD = 01.01.2020 + 90 days

1. {PHD ( + 90 days}

2. {PHD + 90 days*}

Important: The last page in the Perso design is used informally to explain the asterisk: 

*in the format

Print result: 01.04.20

Text formatting

Variable text formatting within a data field is possible and must be displayed in angled brackets, e.g. <b> or <i>.

  • Colored writing:Please design the personalization in the corresponding color in the personalization example. This also applies to an entire personalization field - different colors within the data content of a personalization field are possible.
    • Example: the entire greeting is to be personalized in blue: {greeting} is created with blue font color in the perso file
      > Print result: "Hello and a warm welcome"

  • Further formatting:
    • BOLD: <b>Text</b>
    • ITALIC: <i>Text</i>
    • Superscript text: <sup>Text</sup>
    • Underlined: <u>text</u>
    • Line break: <br/>
    • Example: Personalization field {Greeting} contains data content (within the Marketing Cloud): "Hello and <b>a warm welcome</b>" - Caution: do not include double spaces
      > Print result: "Hello and a warm welcome"

Warning on Noto Emoji 14.0 Important: Pay attention to double spaces and avoid them!
And: Marketing Clouds use their own if-then rules that are set beforehand! These are independent of this declaration and have already been implemented in advance.

Learn all about relevant topics of (hyper)personalisation in the following articles: 

> Introduction: Why (Hyper)personalization is worth it

> Basics: simple personalisation

> Advanced: Image Personalization

> Other personalization options

> Technical requirements