diff --git a/packages/js/email-editor/src/blocks/core/rich-text.tsx b/packages/js/email-editor/src/blocks/core/rich-text.tsx
index 519d5ab1b3..133c7534b5 100644
--- a/packages/js/email-editor/src/blocks/core/rich-text.tsx
+++ b/packages/js/email-editor/src/blocks/core/rich-text.tsx
@@ -3,7 +3,7 @@ import { __ } from '@wordpress/i18n';
 import { BlockControls } from '@wordpress/block-editor';
 import { ToolbarButton, ToolbarGroup } from '@wordpress/components';
 import { storeName } from '../../store';
-import { useDispatch } from '@wordpress/data';
+import { useSelect, useDispatch } from '@wordpress/data';
 
 /**
  * Disable Rich text formats we currently cannot support
@@ -20,12 +20,230 @@ function disableCertainRichTextFormats() {
 	unregisterFormatType( 'core/language' );
 }
 
+type Props = {
+	isActive: boolean;
+	value: string;
+	onChange: ( value: string ) => void;
+	contentRef: React.RefObject< HTMLElement >;
+};
+
 /**
  * A button to the rich text editor to open modal with registered personalization tags.
+ *
+ * @param root0
+ * @param root0.contentRef
  */
-function PersonalizationTagsButton() {
+function PersonalizationTagsButton( { contentRef }: Props ) {
 	const { togglePersonalizationTagsModal } = useDispatch( storeName );
 
+	const selectedBlockId = useSelect( ( select ) =>
+		select( 'core/block-editor' ).getSelectedBlockClientId()
+	);
+
+	const { updateBlockAttributes } = useDispatch( 'core/block-editor' );
+
+	// Get the current block content
+	const blockContent: string = useSelect( ( select ) => {
+		const attributes =
+			// @ts-ignore
+			select( 'core/block-editor' ).getBlockAttributes( selectedBlockId );
+		return attributes?.content?.originalHTML || attributes?.content || ''; // After first saving the content does not have property originalHTML, so we need to check for content as well
+	} );
+
+	// Convert `RichText` DOM offset to stored value offset
+	const mapRichTextToValue = ( html ) => {
+		const mapping = []; // Maps HTML indices to stored value indices
+		let htmlIndex = 0;
+		let valueIndex = 0;
+		let isInsideTag = false;
+
+		while ( htmlIndex < html.length ) {
+			const htmlChar = html[ htmlIndex ];
+			if ( htmlChar === '<' ) {
+				isInsideTag = true;
+			}
+			if ( htmlChar === '>' ) {
+				isInsideTag = false;
+			}
+			mapping[ htmlIndex ] = valueIndex;
+			if ( ! isInsideTag ) {
+				valueIndex++;
+			}
+
+			htmlIndex++;
+		}
+
+		return mapping;
+	};
+
+	const createTextToHtmlMap = ( html ) => {
+		const text = [];
+		const mapping = [];
+		let isInsideComment = false;
+
+		for ( let i = 0; i < html.length; i++ ) {
+			const char = html[ i ];
+
+			// Detect start of an HTML comment
+			if ( ! isInsideComment && html.slice( i, i + 4 ) === '<!--' ) {
+				i += 4; // Adjust loop
+				isInsideComment = true;
+			}
+
+			// Detect end of an HTML comment
+			if ( isInsideComment && html.slice( i, i + 3 ) === '-->' ) {
+				i += 3; // Adjust loop
+				isInsideComment = false;
+			}
+
+			text.push( char );
+			mapping[ text.length - 1 ] = i;
+		}
+
+		// Append mapping for positions between adjacent comments
+		if (
+			mapping.length === 0 ||
+			mapping[ mapping.length - 1 ] !== html.length
+		) {
+			mapping[ text.length ] = html.length; // Map end of content
+		}
+
+		return { mapping };
+	};
+
+	const getCursorPosition = ( richTextRef ) => {
+		const selection =
+			richTextRef.current.ownerDocument.defaultView.getSelection();
+
+		if ( ! selection.rangeCount ) {
+			return null;
+		}
+
+		const range = selection.getRangeAt( 0 );
+		const container = range.startContainer;
+		const currentValue = blockContent;
+
+		// Ensure the selection is within the RichText component
+		if ( ! richTextRef.current.contains( container ) ) {
+			return null;
+		}
+
+		let offset = range.startOffset; // Initial offset within the current node
+		let currentNode = container;
+
+		// Traverse the DOM tree to calculate the total offset
+		if ( currentNode !== richTextRef.current ) {
+			while ( currentNode && currentNode !== richTextRef.current ) {
+				while ( currentNode.previousSibling ) {
+					currentNode = currentNode.previousSibling;
+					offset += currentNode.textContent.length;
+				}
+				currentNode = currentNode.parentNode;
+			}
+		} else {
+			// Locate the selected content in the HTML
+			const htmlContent = richTextRef.current.innerHTML;
+			const selectedText = range.toString();
+			const startIndex = htmlContent.indexOf( selectedText, offset );
+			const mapping = mapRichTextToValue( htmlContent );
+
+			// Translate `offset` from `RichText` HTML to stored value
+			const translatedOffset = mapping[ startIndex ] || 0;
+
+			// Search for the HTML comment in the stored value
+			const htmlCommentRegex = /<!--\[(.*?)\]-->/g;
+			let match;
+			let commentStart = -1;
+			let commentEnd = -1;
+
+			while (
+				( match = htmlCommentRegex.exec( currentValue ) ) !== null
+			) {
+				const [ fullMatch ] = match;
+				const matchStartIndex = match.index;
+				const matchEndIndex = matchStartIndex + fullMatch.length;
+
+				if (
+					translatedOffset >= matchStartIndex &&
+					translatedOffset <= matchEndIndex
+				) {
+					commentStart = matchStartIndex;
+					commentEnd = matchEndIndex;
+					break;
+				}
+			}
+			// If a comment is detected, return its range
+			if ( commentStart !== -1 && commentEnd !== -1 ) {
+				return {
+					start: commentStart,
+					end: commentEnd,
+				};
+			}
+		}
+
+		return {
+			start: Math.min( offset, currentValue.length ),
+			end: Math.min(
+				offset + range.toString().length,
+				currentValue.length
+			),
+		};
+	};
+
+	const isMatchingComment = ( content, start, end ): boolean => {
+		// Extract the substring
+		const substring = content.slice( start, end );
+
+		// Define the regex for HTML comments
+		const htmlCommentRegex = /^<!--(.*?)-->$/;
+
+		// Test if the substring matches the regex
+		const match = htmlCommentRegex.exec( substring );
+
+		if ( match ) {
+			return true;
+		}
+
+		return false;
+	};
+
+	const handleInsert = ( tag: string ) => {
+		const selection =
+			contentRef.current.ownerDocument.defaultView.getSelection();
+		if ( ! selection ) {
+			return;
+		}
+
+		const range = selection.getRangeAt( 0 );
+		if ( ! range ) {
+			return;
+		}
+
+		// Generate text-to-HTML mapping
+		const { mapping } = createTextToHtmlMap( blockContent );
+
+		// Ensure selection range is within bounds
+		const selectionRange = getCursorPosition( contentRef );
+		const start = selectionRange.start;
+		const end = selectionRange.end;
+
+		// Default values for starting and ending indexes.
+		let htmlStart = start;
+		let htmlEnd = end;
+		// If indexes are not matching a comment, update them
+		if ( ! isMatchingComment( blockContent, htmlStart, htmlEnd ) ) {
+			htmlStart = mapping[ start ] ?? blockContent.length;
+			htmlEnd = mapping[ end ] ?? blockContent.length;
+		}
+
+		const updatedContent =
+			blockContent.slice( 0, htmlStart ) +
+			`<!--${ tag }-->` +
+			blockContent.slice( htmlEnd );
+
+		updateBlockAttributes( selectedBlockId, { content: updatedContent } );
+	};
+
 	return (
 		<BlockControls>
 			<ToolbarGroup>
@@ -33,7 +251,9 @@ function PersonalizationTagsButton() {
 					icon="shortcode"
 					title={ __( 'Personalization Tags', 'mailpoet' ) }
 					onClick={ () => {
-						togglePersonalizationTagsModal( true );
+						togglePersonalizationTagsModal( true, {
+							onInsert: handleInsert,
+						} );
 					} }
 				/>
 			</ToolbarGroup>