Personas
Personas let you show different content to different audiences within the same asset. Not just show or hide — actually serve a completely different heading, image, call to action, or section structure to each audience segment you define.
Every asset has a Default — what everyone sees unless a Persona matches them. On top of that, you can layer any number of Personas onto any Section, Row, or Element in your Emails, Forms, CTAs, and Landing Pages.
What a Persona Is
A Persona is a named audience definition. It works exactly like a Segment — you define it using any combination of contact properties, account fields, and more. The difference is that Personas are built specifically for content personalization: which version of your content does this audience see?
Global Personas
Global Personas are shared across your account. Create one and it's available in every email, form, CTA, and landing page you build.
Global Segments & Personas in the Marketing Center is where you manage them. Change a Global Persona's conditions there and those changes apply everywhere it's used.
Local Personas
Local Personas are scoped to a single asset. You define them inside the builder and they're only available in that asset. Use them when the audience definition is specific enough to a single piece of content that sharing it globally wouldn't make sense.
Adding Personas to an Asset
Before you can target a Persona on any Section, Row, or Element, the asset needs at least one Persona attached to it.
Click the persona icon in the top bar of the builder to open the Persona Manager. From there, add existing Global Personas or create a new Local one.
Removing a Persona from the asset also removes its content from every item that referenced it — so all affected items revert to Default for those visitors.
Customizing an Item for a Persona
Select any Section, Row, or Element. Open the Personas tab in the right panel.
You'll see the Default entry and a button to add a new Persona. Click Add a new Persona and choose one. Paminga creates a copy of the item's current Default content for that Persona. Switch to it in the Personas tab and edit freely — the Default is untouched.
Each Persona on the item lets you:
- Click the Persona card to switch the canvas to that Persona's view and edit its content directly
- Click the pencil icon to edit the Persona's conditions
- Use the device icon to control visibility per device size for that Persona
- Delete the Persona from the item — that item reverts to Default for visitors matching that Persona
How Personas Are Rendered
When a visitor loads your asset, Paminga evaluates the Personas attached to it from top to bottom. The first Persona whose conditions are met wins — that visitor sees that Persona's content on every item where it's been added. Items without that Persona show Default.
Visitors who don't match any Persona always see Default.
The order of Personas in the asset matters. Drag them in the Persona Manager to adjust priority.
A visitor who matches Persona A sees Persona A's content on every item where Persona A has been added — but only on those items. Items without Persona A still show Default to that visitor.
Nested Personas
Personas compose. A Section can have Persona A added to it, and inside that Section's Persona A view, an Element can have its own Persona B.
Paminga evaluates them independently. If a visitor matches both Persona A and Persona B, the Section shows its Persona A content, and within it, the Element shows its Persona B content.
One nuance: if a visitor matches Persona B but not Persona A, they see the Section's Default. The Element's Persona B content lives inside the Section's Persona A tree — it isn't accessible unless Persona A is also active for that Section.
Form Field Conditions (Form Builder Only)
When creating a Local Persona in the Form Builder, you have one additional condition category available: Form Fields. This lets you define a Persona based on what a visitor has entered in your form — for example, target a different version of a section when someone selects "Enterprise" in a dropdown.
Global Personas don't support Form Field conditions because form fields are specific to a single form and wouldn't translate to other assets.
