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The content of email deliveries can be personalized using the recipients’ user attributes. For example, you could use personalization to deliver a dashboard to sales managers that only displays quarterly sales data for their region.

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How it works

By default, a delivery owner’s user attributes are used when content is sent to email recipients. When personalization is enabled, Omni builds the content separately for each recipient, applying that recipient’s user attribute values.

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Configuring personalization

Personalization is configured at two levels: an Organization Admin sets a Delivery personalization mode for the whole organization in Settings > Content permissions, and that mode determines whether delivery owners can make their own choice on individual deliveries.

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Defining personalization for the organization

Organization Admins can set the organization’s Delivery personalization setting to one of the following options: See Content permission settings for details on the organization setting.

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Personalizing individual deliveries

Enabling personalization doesn’t impact who receives the delivery, only the delivery’s contents. Make sure you add the right people to the delivery’s recipients list!
When the organization setting is Configurable, check the Personalize delivery with the recipient’s user attributes option when you create or edit an email delivery to enable personalization. If your organization has connections that use per-user OAuth, the Personalize delivery option won’t be available even if the organization setting is Configurable. In this case you’ll see a notice instead of the checkbox, and all recipients will receive the same content based on the delivery owner’s permissions.
Though this setting won’t be available in the Omni UI when a connection uses per-user OAuth, it may be possible for a delivery to be personalized. For example, through the API, by duplicating a delivery, by transferring a delivery’s ownership, or by switching an existing connection to OAuth after the delivery was created. When this happens, the delivery fails and the delivery owner receives an email.
Which attributes get applied to each copy of the delivery depends on how Omni matches a recipient’s email address to a user account. See Resolving delivery recipients by email for details.

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Resolving delivery recipients by email

When personalization is enabled, Omni uses each recipient’s resolved user attributes to build the delivery’s content. The resolved user depends on which type of account matches the recipient email. Omni looks for a match in the following order, using the first match it finds:
1

Standard user, external user, embed SSO user, or pending invite with a matching account email

Omni looks at the following for an account email that matches the recipient email:
2

Embed user matched via the embed email URL parameter

If a match isn’t found in step 1, Omni looks for an embed user associated with the recipient email through the email URL parameter. This is the typical case for non-SSO embed users whose work email is passed in at embed time.
3

Existing email-only user

If a match isn’t found in step 2, Omni looks for an existing email-only user with that email.
4

New email-only user

If a match isn’t found in step 3, Omni creates a new email-only user when the delivery is saved.
Make sure you define the user attributes for a new email-only user before the associated delivery runs. Otherwise, the user will inherit the default attribute value, which may return an error, no rows at all, or potentially unfiltered data. See Email-only users for more information.

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Using personalization in embedded Omni

If you’re using Omni in an embedded context:
  • Never mix internal (standard) and embed user emails. If you must reuse the same email, use the + modifier — for example, blob@example.com for the internal user and blob+omniembed@example.com for the embed user.
  • Never reuse emails across externalIds for embed users.