How to Personalize Omnisend Emails Based on Buying Behavior

Personalizing your emails beyond just first names can dramatically improve engagement. With Omnisend, you can also personalize links and content based on your customers’ buying behavior. Here’s how to set it up.

(This tutorial builds on the ideas shared in this article about creating high-converting, personalized landing pages.)

Step 1: Create a Custom Property

1. Open Omnisend and navigate to Audience.
2. Find a contact you want to test with and click on their profile.
3. Scroll to the Custom properties section and click Add property.
4. Add a new custom property, for example:
   • Name: last_product_purchased
   • Value: Running Shoes (or whatever product name fits)

You can also update these properties automatically via automation flows or integrations with your store.

Step 2: Personalize Your Email or Link

When creating an email, you can insert the custom property like this:

• To personalize text inside an email:

  Thank you for purchasing {{ contact.custom_property.last_product_purchased }}!
  

• To personalize a link:

  https://yourwebsite.com/thank-you?product={{ contact.custom_property.last_product_purchased }}
  

This dynamically inserts the product they bought into the email or link.

Step 3: Optional – Segment Your Audience

For even more targeted campaigns:

1. Go to Audience > Segments.
2. Create a new segment using the filter:
   • Custom property → last_product_purchased → is → Running Shoes
3. Now you can send highly tailored emails only to customers who bought specific products.

Tip:
If you’re sending customers to personalized landing pages, make sure your website or WordPress setup (especially if you're using Bolt.new) can handle URL parameters like ?product=Running%20Shoes and dynamically update content based on them.

For a detailed beginner's guide on building StoryBrand-style personalized landing pages using Omnisend, Bolt.new, and WordPress, check out this full tutorial.

Final Thoughts

By using custom properties in Omnisend, you can create a much more personal, relevant experience for your customers — leading to higher open rates, click-throughs, and sales.