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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot’s native personalization tokens can’t pull data from multiple custom objects and combine them into dynamic email content, limiting your ability to create sophisticated, personalized messaging.
Here’s how to create personalization-ready text fields by combining multiple custom object values, enabling email personalization that goes far beyond HubSpot’s standard capabilities.
Build dynamic personalization tokens using Coefficient
Coefficient lets you import HubSpot contacts with all their associated custom objects, then use spreadsheet formulas to create formatted personalization strings that you can sync back to HubSpot contact properties for use in email templates.
How to make it work
Step 1. Import custom object data with associations.
Connect to HubSpot via Coefficient and import Contacts with associated Custom Objects. Choose “Row Expanded” to see all relationships and include the relevant custom object properties you need for personalization.
Step 2. Create personalization-ready text strings.
Build formatted strings using spreadsheet formulas. For a product list, use =”You own: ” & TEXTJOIN(“, “, TRUE, FILTER(B:B, A:A=A2, B:B<>“”)). For dynamic content based on quantity, try =IF(COUNTIF(A:A,A2)>3, “multiple ” & C2 & “s”, TEXTJOIN(” and “, TRUE, FILTER(B:B, A:A=A2))).
Step 3. Format for email templates.
Add appropriate punctuation and formatting while considering HubSpot’s 65,536 character limit for text fields. Create variations for different scenarios like single items versus multiple items to make your emails feel natural and contextual.
Step 4. Sync to HubSpot contact properties.
Create a custom contact property in HubSpot (like “personalized_products”) and use Coefficient’s Export feature to UPDATE contacts. Map your formatted field to the custom property and enable scheduled refresh to keep personalization current as custom object data changes.
Transform your email personalization strategy
This approach unlocks personalization possibilities that HubSpot’s native tokens simply can’t handle, letting you create dynamic, contextual email content that adapts to each contact’s unique data profile. Get started with Coefficient to build better email personalization.
