Personalizing your emails with RightMessage
RightMessage doesn't just personalize your website. It can personalize your emails too.
Instead of sending the same email to your entire list, you can swap out specific content blocks based on how someone is segmented. A freelancer sees one call-to-action, an agency owner sees another, all within the same email.
How it works
Email personalization uses the same segment groups you've already set up for website personalization. If you've created segments like "Business Type" or "Experience Level," those same segments drive what each subscriber sees in their inbox.
Behind the scenes, RightMessage generates Liquid templates that your email platform processes at send time. You write your email in a visual editor, choose which segments see which content, and RightMessage outputs ready-to-paste Liquid code. Your ESP handles the rest.
This works with any ESP that supports Liquid templating, including Kit (ConvertKit), Drip, ActiveCampaign, Customer.io, HubSpot, Bento, Klaviyo, and others. If your email platform supports Liquid, you can use RightMessage email personalization.
The email personalization editor
The editor is a visual, block-based writing environment built on TipTap. You write your email content directly in the editor, then mark sections as personalized by selecting which segments see which version.
Key features of the editor:
Live Liquid preview: As you write, the editor generates the Liquid template in real time. You can see exactly what code will be output.
Segment switcher: A floating panel lets you switch between segments to preview what each audience will see. Select "Freelancer" and the editor shows the freelancer version. Switch to "Agency Owner" and it updates instantly.
Multiple personalized blocks: You can personalize as many sections as you want within a single email. Each block can target a different segment group.
Default content: Every personalized block has a default version for subscribers who haven't been segmented yet.
Strategy tip: Start with just one or two personalized blocks per email, usually the headline and the primary CTA. You don't need to personalize everything to see a meaningful lift in engagement.
Setting up a personalized email
Navigate to Personalized Emails in your RightMessage dashboard.
Click + New to create a new personalized email and give it a name.
Write your email content in the editor.
Select the text you want to personalize and choose the segment group to branch on.
Write variant content for each segment. Set a strong default for subscribers without segment data.
Use the segment switcher to preview each version.
Copy the generated Liquid output and paste it into your ESP's email template.
Using the Liquid output
Once your email is ready, copy the generated Liquid code from the editor. The output uses your ESP's native Liquid variable syntax, so it works directly in your email templates.
Different ESPs use different variable names for subscriber data:
Kit (ConvertKit): subscriber.field_name
Drip: subscriber.field_name
ActiveCampaign: contact.field_name
HubSpot: contact.field_name
Customer.io: customer.field_name
Bento: visitor.field_name
RightMessage generates the correct syntax based on the ESP you have connected. Just copy and paste.
Strategy tip: You can also ask Righty (our AI assistant) to generate personalized Liquid email templates for you. Tell it what you want to personalize and which segments to target, and it will produce ready-to-use Liquid code based on your current segmentation setup.
Syncing segment data to your ESP
For email personalization to work, your subscribers' segment data needs to exist in your ESP as custom fields or tags. RightMessage handles this automatically through its ESP sync.
When a visitor answers a question on your site or gets segmented through a flow, that data syncs back to your ESP as a custom field. Your Liquid templates then reference those fields to display the right content.
To check if a segment group is syncing, open the edit page for that segment group or question. You'll see the ESP field mapping there, including which custom field it syncs to and whether it's active.
Tips for effective email personalization
Personalize what matters most. Your CTA and the problem you're referencing are usually the highest-impact blocks to personalize.
Use your existing segments. You don't need new segmentation data for emails. The segments powering your website personalization work here too.
Always set a default. Some subscribers won't have segment data yet. Make sure your default content is strong enough to stand on its own.
Preview every variant. Use the segment switcher to check each version before copying the Liquid output. Small formatting issues are easy to catch in preview but hard to spot in raw Liquid code.