Template Variables
How {{variables}} work, where they come from, and the one variable every template must contain.
A variable is a placeholder written in double curly braces. When an email is sent, each one is replaced with that recipient's value.
Hi {{first_name}}, I noticed {{company}} is hiring.Where variables come from
- Your CSV columns, using the field names you chose while mapping.
- `{{email}}`, which always exists for every contact.
- `{{unsubscribe_link}}`, generated uniquely per recipient at send time.
Names must match exactly
Variables are case-sensitive and must match the field name. Map a column to first_name and {{First_Name}} will not work.
The unsubscribe variable
Put {{unsubscribe_link}} in newsletters and marketing emails. A personal cold-outreach email can leave it out and let people opt out by replying ("tell me and I will not write again"); the editor then shows a note, and every email still carries the hidden one-click unsubscribe that Gmail and Yahoo show as a button. A reply always stops that person's follow-ups.
At send time it becomes a unique signed URL for that recipient. It can't be guessed or altered to unsubscribe someone else.
When a value is missing
A variable with no value renders as an empty string: the placeholder is never shown to your recipient. Write copy that survives a blank.
| Written as | With no first name | Better |
|---|---|---|
| Hi {{first_name}}, | "Hi ," | "Hi there{{first_name}}" is worse: instead default the data |
| Hi {{first_name}}, quick one | "Hi , quick one" | "Quick one for you" when data is patchy |
The preview shows the truth
The editor renders your template against a real contact and lists any variables that came out blank for them.
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