Email personalization
Personalization puts each recipient's own details into the message. Rather than sending identical text to every contact, you can address people by name and reference their company, drawing on what the CRM already holds.
Available variables
The unsubscribe URL
The {{unsubscribeUrl}} variable is a special case. It is not tied to a contact record. A unique opt-out link is generated for each recipient at the moment the send goes out.
The variables reference
Open Variables in the editor toolbar to see every variable available. Click the copy icon beside one and paste it into your content, which avoids a typo in the path.
Personalizing subject lines
The same variables work in the subject line, so a recipient sees their own name before opening anything.
The Subject tab
The subject line lives on the Subject tab of the Email settings dialog. The helper text under the field is a reminder that this is what recipients see in their inbox.
What happens when data is missing
To check personalization in a real inbox, click Send Test in the toolbar, enter an address, which defaults to your own, and click Send. Check the result on a phone and on a desktop, and read the subject line, the greeting and every place a variable was used.
Personalization tips
Common questions
Common questions
A test email is not tied to a contact, so the variables fall back to sample data.
The field is empty on that contact's record. Fill it in on the record, or use a variable that is populated across your contacts.
Check that the variable opens with `{{`, carries the exact path such as `contact.firstName` and closes with `}}`. Copying it from the variables reference avoids a typo in the path.