---
schema_version: "1"
id: c97467187829e107cfda2e7f2581deb11018fc68d6861257fe86a4db1c46145b
title: Personalization Strings in Marketing Cloud Engagement
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_es_personalization_strings.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_es_personalization_strings.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 2ecaa0eb285b2ba94555b567ddb546680245bb8057a52934bc794b2de0593d99
description: A personalization string lets you insert subscriber attributes, such as subscriber name, into your emails. Personalization strings can appear in the subject line, preheader, or in the content of the email. You may hear personalization strings referred to as merge fields or substitution strings.
products:
  - Marketing
  - Marketing Cloud Engagement
release: "264"
---
# Personalization Strings in Marketing Cloud Engagement

A personalization string lets you insert subscriber attributes, such as subscriber name, into your emails. Personalization strings can appear in the subject line, preheader, or in the content of the email. You may hear personalization strings referred to as merge fields or substitution strings.

In addition to the subscriber attributes, you can insert system data personalization strings. Addition system personalization strings are available when building AMPscript expressions.

You can type personalization string into the HTML of your email body if you're creating an HTML paste email, or you can type them into the text editor when you create or modify text content.

- All personalization strings are case-insensitive.
- Include the two sets of double percent symbols (two percent symbols on both sides of the personalization string).
- If you're inserting a personalization string into a line with other data, include a space before and after the personalization string.
- If you insert a personalization string, and the subscriber attribute isn't populated, the string will appear blank in the email. Define a default value for every attribute you intend to use with a personalization string. For example, use this string to include default attributes for First\_Name: %%\[IF Empty(First\_Name) == "False" THEN SET @FN = First\_Name ELSE SET @FN = "Customer" ENDIF\]%%Hi %%=v(@FN)=%%
- Do not include personally identifiable information, such as email address, in email links.

- **[Personalization Strings in Email Studio](https://help.salesforce.com/s/articleView?id=mktg.mc_es_available_personalization_strings.htm&release=264.0.0&type=5)**  
    These tables include available personalization strings for use in Email Studio.
- **[Insert Personalization Strings](https://help.salesforce.com/s/articleView?id=mktg.mc_es_insert_personalization_strings.htm&release=264.0.0&type=5)**  
    Insert personalization strings in Email Studio content or content from other apps.

#### See Also

- [Profile and Preference Attributes in Email Studio](https://help.salesforce.com/s/articleView?id=mktg.mc_es_profile_pref_attributes.htm&release=264.0.0&type=5 "Email Studio uses profile and preference attributes to store information about subscribers. The profile attribute contains information to characterize a subscriber profile. For example, each subscriber is asked to provide their birth date and email address. By default, every account has three profile attributes: Full Name, Email, and UserDefined, which is intended as a generic attribute that you can use as needed. By default, every account also receives an HTML Email preference attribute that is set to Yes. You can’t modify these attributes.")