Understanding personalization variables in email templates

Learn how to create personalized emails using variables

Before you begin

If you’re new to designing email templates, check out this guide to get started: Design your email templates

What are variables

Variables are placeholders that automatically pull in dynamic data and insert it into your email content. When an email is sent, each variable is replaced with real information from your store, customer, or product.

Variables update automatically based on the recipient, so you only need to design your email once and reuse it across different customers and campaigns.

Example:

• Hi {{customer.name}}

• Thanks for purchasing {{product.title}} from {{shop.name}}.

From the example above, you can see that {{customer.name}}, {{product.title}}, and {{shop.name}} are variables. These values automatically update for different products and different customers.

Types of variables

Variable	Description
customer	Data related to customer information, such as name or email address.
product	Data related to the product, such as product name, price, or description.
shop	Data related to your store, such as shop name or contact details.
variant	Data related to a specific product variant, such as size, color, or SKU.
Custom variables	Custom values created by you to fit specific needs.

More about variables in XFlow: Available variables in email templates

How to use variables to personalize your email

1

Add variables to your email

In Email configs or a Workflow action, click Add variable in the subject or email content field.

Learn more about workflow actions: Understanding workflow actions

In the email template builder, click to add variables.

Learn more: Design your email templates

2

Select the variables you want to use

Choose the variables that fit your email purpose. All available variables can be found in the variable list after clicking Add variable.

Use variables thoughtfully and make sure they are relevant to your email content for the best experience.

Learn more: Available variables in email templates

3

Your email is successfully personalized!

Once added, variables will appear in the format {{variable_name}} in your subject or email content.

When the email is sent, these variables will automatically be replaced with real data.

Want to make sure your variables are working perfectly? Check out Test an email campaign

Make sure the data is available, as variables with missing values will appear empty in the email.

Benefits of using variables

Using variables allows you to personalize your emails with dynamic data, making your communication more relevant and engaging for each recipient.

• Personalized customer experience: Automatically tailor emails with customer, product, or order details to create a more personal connection.

• Higher engagement rates: Personalized subject lines and content are more likely to be opened, read, and clicked.

• Time-saving and scalable: Create one email template and use variables to dynamically populate content for many customers.

• Consistent and accurate messaging: Reduce manual edits and human errors by pulling data directly from your system.

• More relevant content: Show the right information (such as product names or order details) at the right time.

Common use cases of using variables

Variable	Common use cases	Example
customer	Email greetings that mention the customer’s name and personalize the message.	Hi {{customer.first_name}}, thanks for signing up!
product	Showing product details such as product name in the email content.	{{product.title}} is back in stock!
shop	Adding store information for branding or support purposes	You’re receiving this email from {{shop.name}}.
variant	Showing specific product variant details such as size or color	You selected size {{variant.size}} in {{variant.color}}.
Custom variables	Adding custom messages, links, or values you want to control.	If you no longer wish to receive these emails, you can unsubscribe here: {{unsubscribe_link}}

Related articles

Create an email templateDesign your email templatesPreview and test your emailUse email templates in campaigns and workflowsEmail templates: FAQs

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