Personalizing Email Journeys Using Unified Profiles in Marketing Cloud Next
The Unified Individual profile is not just a segmentation tool — it is a live data source that can personalise every email in a multi-step journey based on who the contact is right now.
A standard email journey applies the same sequence to every contact who enters it. A profile-aware email journey evaluates who each contact is at each step and adapts accordingly.
Marketing Cloud Next, built on Data Cloud's Unified Individual architecture, makes profile-aware journey personalisation achievable without complex data engineering. The Unified Individual is always current — when a contact's profile changes mid-journey, subsequent steps in the flow can respond to that change.
This article covers how to design email journeys that use Unified Individual data for personalisation at multiple levels: entry targeting, branching logic, content personalisation, and progressive profile-based adaptation.
The Four Levels of Journey Personalisation
Level 1: Entry Targeting
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