Personalization in your ESP's native language
Design segments and content variants visually. Better Email writes the conditional logic for you — as real AMPscript, Jinja, or Liquid that runs natively in your ESP.
No proxy tags. No middleware. No rewriting personalization by hand after export.
One segment. Every ESP's native syntax.
Most tools handle personalization with proprietary tags that only work inside their own sending platform. Better Email is different: you build segments and variants visually, and the export contains real conditional code in the language your ESP already speaks. It runs natively — no translation layer, nothing to fix by hand.
%%[ IF @loyalty_tier == "Gold" THEN ]%% <!-- VIP hero module --> %%[ ELSE ]%% <!-- Default hero module --> %%[ ENDIF ]%%
{% if custom_attribute.${loyalty_tier} == 'Gold' %}
<!-- VIP hero module -->
{% else %}
<!-- Default hero module -->
{% endif %}{% if person|lookup:'loyalty_tier' == 'Gold' %}
<!-- VIP hero module -->
{% else %}
<!-- Default hero module -->
{% endif %}What your export contains, per ESP
Better Email generates each email service provider's native conditional syntax on export. The same visual segment becomes the right code for wherever you send.
Why native matters
Because the logic is evaluated by your ESP at send time, personalization works with your real subscriber data, your existing sending setup, and your ESP's testing tools. Switch ESPs or send from several? The same email exports correctly to each one.
Saved segments
Define an audience once, reuse it everywhere. Saved segments are named, organization-wide audience definitions with rules per integration — so "VIP customers" means the same thing in every email your team creates.
Organization-wide and reusable
Segments are shared across your organization. Define "New subscribers" once and every editor targets the exact same audience — no copy-paste logic, no drift.
Simple rules, no code required
Build rules from attribute, operator, and value: equals, not equals, greater than, less than, exists. Anyone on the team can define an audience.
Custom rules for power users
Need something more advanced? Write raw ESP code as a custom rule — full AMPscript, Liquid, or Jinja expressions, exactly as your ESP will evaluate them.
Per-integration rules
One segment can carry different rules per ESP integration, so the same audience definition exports correctly to Salesforce Marketing Cloud, Klaviyo, Braze, and beyond.
{% if last_order_days > 90 and total_orders > 0 %}One email, a variant for every audience
Any module or block in your email can carry content variants. Show VIP customers an exclusive offer, greet new subscribers with an onboarding message, and let everyone else see the default — all in a single email.
- Target variants with saved segmentsAttach any saved segment to a variant. The right audience sees the right content, consistently across every campaign.
- Always a default fallbackEvery variant set includes a default, so no recipient ever sees an empty module — even when they match no segment.
- Exports as native conditionalsVariants become IF/ELSE blocks in your ESP's own syntax, evaluated at send time against real subscriber data.
Built on your real subscriber data
Segmentation and personalization are only as good as the data behind them. Better Email keeps your recipient data, tokens, and previews in sync with your ESP.
Recipient fields
A catalog of subscriber data fields powering segmentation and personalization. Sync fields automatically from your ESP integration, add them manually, or manage them through the Better Email API.
Merge tags
Admins decide which recipient fields can be inserted as merge tags. Editors drop first name, loyalty tier, or points balance anywhere in the email, and on export it becomes the right merge-tag syntax for your ESP — automatically.
Preview profiles
Named sample-recipient profiles let you preview the email exactly as a given segment or recipient would see it — variants resolved, merge tags filled in — before anything is exported.
Anna — Gold tier
Previewing as VIP customer
Noah — signed up 5 days ago
Previewing as new subscriber
Dynamic content from your product data
Import product or content data to drive dynamic, repeatable content — like product grids that fill themselves from your catalog instead of being assembled by hand.
- XML and JSON feedsPoint Better Email at your existing product or content feed and use its fields directly in your modules.
- Native Klaviyo catalog supportConnect your Klaviyo product catalog directly — no separate feed setup required.
- AI-assisted field mappingBetty helps map feed fields — title, price, image, URL — to your modules, so setup takes minutes instead of an afternoon of manual matching.
{ "title": "Trail Jacket", "price": "89.00", "image": "…", "url": "…" }Trail Jacket
Ridge Boots
Summit Pack
Explore more of Better Email
Dynamic content is one piece of a complete email creation platform.
ESP integrations
The ESPs behind the syntax — Salesforce Marketing Cloud, Klaviyo, Braze, Customer.io, Mailchimp, HubSpot, and more.
Learn moreVisual Editor
Where segments and variants come to life — drag modules, edit inline, preview in real time.
Learn moreAll features
The full platform: Email Design System, Betty AI, collaboration, quality checks, and more.
Learn morePersonalization that ships in your ESP's language
See how your team can design segments visually and export native AMPscript, Jinja, or Liquid — no hand-coding required.
Request a demo