Data Fields: Creating personalized URLs with data fields

A personalized URL is a link in your email that contains dynamic content for each subscriber. For example, you might include a data field or a data field query to your link.


When you add dynamic content to a link it allows the person who clicks on the link to go to a specific page on your site according to their preferences. Since the link contains data specific to that user, the experience for them is more seamless and directs them to content that is more relevant to them.


Topics covered in this article:

How do I personalize a URL?

Guidelines for a personalized URL

Learn more about data fields and personalization


How do I personalize a URL?


You can use personalize URLs in your emails to help subscribers find events based on their preferred genres and much more. These links can be tracked so that you'll be able to view them in WordFly just like any other "normal" link in your email.  

To create a personalized link:

1.  Highlight a word in your text block and click on the "link" button as you would when creating a normal link.


2.  Type in the location of the URL in the href field, then click I'm done.  Add in the data field or dynamic tag to your link by hand. 


You cannot use the shortcut tool to add dynamic content on this pop-up page and the casing of your data field must match what you have created in Subscribers > Data Fields.




Guidelines for a personalized URL


Review these restrictions and make sure your personalized URL is following our guidelines:


You can include data fields in the path portion of your URLs.

You can also add a data field to the query, i.e., after the "?".



  • Your data field must be added exactly as it is in Subscribers > Data Fields. Data fields are case sensitive. Your casing must match.
  • Your data field should not include a space. Spaces break URL paths (and also break tracking).
  • You cannot insert a dynamic tag into a URL, i.e., no "if/then" statements
  • You cannot have a default value, i.e., no " | myDefault" backup statements if the data is missing

(If you need to do either of the above scenarios, please check this article.)

  • In order for tracking to work, you cannot use the curly brackets {{ }} around the data field in the URL.




Learn more about data fields and personalization


We've put together support posts about all our personalization features.