Mailing personalization via template engine
The template engine allows customization of message texts (email, SMS, push) in mass mailings and campaigns. Each customer will see information relevant specifically to them within the message.
Contents:
- Personalization
- Template Engine
- Variables in Smart Communications
- Macros
- Inserting Variables or Macros into a Message
- Preview
- Control Structures
Personalization
Personalization technology enables adaptation of messages for each individual customer. Loymax Smart Communications adjusts the message text and generates a relevant offer for the customer, optionally selecting the most suitable moment for sending the message.
Example:
Within the same mailing promoting recommended products:
- One customer receives a message (based on purchase history) recommending replacement razor blades, along with a promotional block noting that their city's stores are running a "3 for 2" promotion.
- Another customer receives a message (also based on purchase history) recommending a phone charger, including a promo block about a newly opened pickup point in their city.
Loymax Smart Communications provides tools for personalization:
- Template engine constructs;
- Product recommendations.
Template Engine
The template engine includes:
- Variables — data about the customer, their receipts, and receipt items. For example, variables can display the customer’s name within the message text;
- Macros — functions that show information about promo codes, surveys, etc.;
- Control Structures — loops, conditions, filters.
Example of using a variable in a message:
Hello, {{client.properties.full_name}}.
When the message is sent, the variable will be replaced with an actual value, for example:
Hello, Ivanov Ivan Ivanovich.
Variables in Smart Communications
Variables allow insertion of data into message texts (and for emails, also into the subject line), such as:
- From the customer profile:
- Customer attributes and metrics;
- Links for subscription management;
- Attributes and content from the latest receipt and/or order;
- Dates;
- Any other attributes;
- About the customer’s receipts;
- About receipt items;
- About product categories.
There are two types of variables:
- System — used to access system fields;
- Custom — used to access custom fields. More information about fields can be found here.
Variable format:
{{variable_name}}
System Variables
Smart Communications supports the following system variables:
Variable | Purpose |
|---|---|
{{client.properties.full_name}} | Customer's full name |
{{client.properties.last_name}} | Customer's last name |
{{client.properties.first_name}} | Customer's first name |
{{client.properties.middle_name}} | Customer's middle name |
{{client.properties.register_date}} | Registration date |
{{client.properties.city}} | Customer's city |
{{client.properties.zip}} | Customer's postal code |
{{client.properties.email}} | Customer's email |
{{client.properties.password}} | Customer's password |
{{client.properties.phone}} | Customer's phone number |
{{client.properties.order_cnt}} | Number of customer receipts |
{{client.properties.order_sum}} | Total amount across all customer receipts |
{{client.orders.first.date}} | Date of the first receipt |
{{client.orders.last.date}} | Date of the last receipt |
{{client.orders.last.number}} | Last receipt number |
{{client.properties.rating}} | Customer score |
{{client.links.profile}} | Link to the customer profile in the Platform |
{{client.links.unsubscribe}} | Link to subscription management |
{{client.links.web_version}} | Link to the web version of the email |
{{client.properties.bonus_active}} | Number of active bonus points |
{{client.properties.bonus_expect_activate}} | Number of bonus points awaiting activation |
{{client.properties.bonus_expect_deactivate}} | Number of bonus points awaiting deactivation |
{{client.properties.bonus_expect_deactivate_date}} | Deactivation date for bonus points |
{{client.properties.bonus_expect_deactivate_next}} | Number of bonus points to be deactivated soon |
{{client.eventContext.<field_code>}} | Data from the event context |
{{client.containers.webcart.items}} | Cart contents |
| {{client.properties.eorder_cnt}} | Number of customer orders |
| {{client.properties.eorder_sum}} | Total amount across all customer orders |
| {{client.eorders.first.date}} | Date of the first order |
| {{client.eorders.last.date}} | Date of the last order |
| {{client.eorders.first.number}} | First order number |
| {{client.eorders.last.number}} | Last order number |
| {{client.eorders.first.<field_code>}} | Attribute value from the first order |
| {{client.eorders.last.<field_code>}} | Attribute value from the last order |
| {{client.eorders.first.items}} | Content of the first order |
| {{client.eorders.last.items}} | Content of the last order |
Custom Variables
Access to custom fields of Customer/Receipt/Receipt Line/Product Category is done via their code using a structure like {{client.properties.<field_code>}}. Example:
{{client.properties.eye_color}}
Field codes can be found in the Settings > Fields under tabs Customers/Transactions/Transaction Lines/Categories. For example, the field code for the receipt attribute "Payment Status" is "payment_status_name".
To construct a variable, use the following format:
- {{client.properties.<field_code>}} — for values from the customer's profile;
- {{client.orders.first.<field_code>}} — for values from the customer's first receipt;
- {{client.orders.last.<field_code>}} — for values from the customer's last receipt.
To display product attribute values from the abandoned cart, first receipt, last receipt, or product category, use loops.
Default Value
For attributes of type string, you can specify a default value that will be used when the attribute is empty. This value will appear in the message text if the attribute is not filled in. For example, you can address the customer by name, and if the name is unknown, use the default value:
{{client.properties.full_name|default('Dear Customer')}
Macros
Macros are small commands that allow performing scripted actions within the System. For example, the macro {{client.promocode('promo code group')}} finds and returns a promo code from the specified group.
System Macros
The following macros are available in Smart Communications:
Macro | Purpose |
|---|---|
{{"now"|date('format')}} | Current date |
{{client.promocode('promo code group')}} | Issue a promo code to the customer from the specified promo code group |
{{client.last_promocode('promo code group')}} | Last issued promo code from the specified group |
{{client.last_campaign_promocode('promo code group')}} | Last promo code issued to the customer from the specified group within this campaign |
{{client.template_constant('name')}} | Regional constant |
{{client.poll('POLL-identifier')}} | Survey link |
{{client.loyaltyCard.lastActive.number}} | Information about the customer’s active loyalty card |
Date Format
Date fields can be displayed in different formats. To define the format, use any combination of the following values:
- Year:
- y — 2 digits (e.g., 97, 20);
- Y — 4 digits (e.g., 1997, 2020);
- m — month (from 01 to 12);
- d — day (from 01 to 31);
- h — hour;
- i — minute;
- s — second.
Example 1. Displaying a date in a message
With the format 'Y-m-d', the date will be shown as '2020-10-20'. With 'd.m.Y h:i', it will appear as '20.10.2020 11:56'.
Example usage of the macro Thank the customer for their last order:
Thank you for your order dated {{client.orders.last.date|date('d.m.Y')}}!
The customer will receive a message like:
Thank you for your order dated 29.06.2020!
Example 2. Displaying a date several days after the current date
To show a date that is one day after today in the message, use the following macro:
{{"now"|date_modify('+1 day')|date('Y-m-d')}}
This will display tomorrow’s date in the message sent to the customer.
Example 3. Displaying a date — one month after the customer’s registration date
Displaying a date one month after the customer’s registration date:
{{client.properties.register_date|date_modify('+1 month')|date('Y-m-d')}}
Inserting Variables or Macros into a Message
In editors for all types of messages, there is a flag icon button. Clicking it opens a list of available system variables and macros:
|
To insert a custom variable, you must manually type it.
Preview
To preview how the message will look with variables and macros replaced by actual values, use the Message Preview button. |
|
You can also view the message for a specific customer. In the Customer field, enter the customer's full name, first name, phone number, email, or internal identifier (local_id). To ensure clear search results, we recommend using the phone number, email, or local customer ID. |
|
Control Structures
Control structures allow you to create more complex templates based on variables and macros. These include for-loops, conditions (if/elseif/else), and filters. Control structures are written inside {% ... %} blocks.
Variables
To reuse the same expression multiple times in a message, you can declare a variable. For example, define a variable webcart for items in the shopping cart:
{% set webcart = client.containers.webcart.items %}
Loops
Use loops in the following cases:
- To display product attributes from the customer's first or last receipt;
- To display product attributes from the shopping cart;
- To display product category attributes;
- To display information about all active cards if the customer has more than one.
Example: displaying the names of all products in the customer's last receipt:
{% for item in client.orders.last.items %}
{{item.name}}
{% endfor %}
Displaying product names and colors from the shopping cart:
{% set webcart = client.containers.webcart.items %}
{% for item in webcart %}
{{item.name}}
{{item.color}}
{% endfor %}
Displaying category names for all products in the last order:
{% for item in client.orders.last.items %}
{{item.category.name}}
{% endfor %}
Displaying information about all active cards:
{% for card in client.loyaltyCard.items %}
{{card.number}}
{% endfor %}
Conditions
You can display only data that meets certain criteria. For example, issue a promo code only to customers from Yekaterinburg:
{% if client.properties.city == 'Yekaterinburg' %}
{{client.promocode('promo code group')}}
{% endif %}
Here are some condition examples:
- {% If client.properties.city == 'Yekaterinburg' %} — if the customer is from Yekaterinburg;
- {% If client.properties.city %} — if the city is specified;
- {% If not client.properties.city %} — if the city is not specified;
- {% If client.properties.city == 'Yekaterinburg' OR client.properties.city == 'Perm' %} — if the customer is from Yekaterinburg or Perm;
- {% If client.properties.city == 'Yekaterinburg' AND client.properties.first_name == 'Maria' %} — if the customer is from Yekaterinburg and named Maria.
Filters
The following filters are available for arrays:
- sortArray — allows sorting an array by attribute values:
- sortArray('date', true) — sort by date descending;
- sortArray('date', false) — sort by date ascending (you can sort by other attributes besides date);
- get — displays a defined number of elements:
- get(10) — display the first 10 elements of the array;
- date_diff('date') — displays the number of days between two dates. For example, display the number of days since 2020-11-11 until today:
{{"now"|date('Y-m-d')|date_diff('2020-11-11')}}
Displaying Cart Information
Example of using filters: display the name, image, and price of the 10 oldest products added to the cart:
{% set webcart = client.containers.webcart.items|sortArray('date', false)|get(10) %}
{% for item in webcart %}
{{item.name}}
{{item.image_url}}
{{item.price}}
{% endfor %}
To make the product name a hyperlink, use the <a> tag with the href attribute:
<a href="{{item.product_url}}">{{item.name}}</a>