Template variables and personalization

Template variables let you personalize campaign emails automatically. Instead of writing each recipient's name manually, a variable like {{First name}} pulls the value from the contact record.

How to use variables

When writing a template or campaign, type the variable exactly as shown — including the curly braces. Common variables: {{First name}}, {{Last name}}, {{Email}}. The variable is replaced with the contact's stored value when the email sends.

What happens if the value is missing

If a contact doesn't have a value for the variable, the variable may send as blank or as the raw tag. Before sending a campaign, check that the contacts you're targeting have the fields populated. Sending "Hi ," to someone is worse than not personalizing at all.

For templates in Gmail compose

When you insert a template, always review the message before sending. Variables that don't populate show as blank or as raw text. Replace any that didn't fill in manually before hitting send.