# Understanding personalization variables in email templates

{% hint style="info" %}

## Before you begin

If you’re new to designing email templates, check out this guide to get started: [Design your email templates](/xflow-app/email-templates/design-your-email-templates.md)
{% endhint %}

## 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

<figure><img src="/files/JjupERvYzBqcp18PJj2b" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="167.499267578125">Variable</th><th>Description</th></tr></thead><tbody><tr><td>customer</td><td>Data related to customer information, such as name or email address.</td></tr><tr><td>product</td><td>Data related to the product, such as product name, price, or description.</td></tr><tr><td>shop</td><td>Data related to your store, such as shop name or contact details.</td></tr><tr><td>variant</td><td>Data related to a specific product variant, such as size, color, or SKU.</td></tr><tr><td>Custom variables</td><td>Custom values created by you to fit specific needs.</td></tr></tbody></table>

{% hint style="info" %}
More about variables in XFlow: [Available variables in email templates](/xflow-app/email-templates/understanding-personalization-variables-in-email-templates/available-variables-in-email-templates.md)
{% endhint %}

## How to use variables to personalize your email

{% stepper %}
{% step %}

### Add variables to your email

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

{% hint style="info" %}
Learn more about workflow actions: [Understanding workflow actions](/xflow-app/workflows/understanding-workflow-actions.md)
{% endhint %}

In the **email template builder**, click<img src="/files/kOHDJR3n3xi8mxdFdVr2" alt="" data-size="line"> to add variables.

{% hint style="info" %}
Learn more: [Design your email templates](/xflow-app/email-templates/design-your-email-templates.md)
{% endhint %}

<figure><img src="/files/cJgC5fYMaJ0z6x0vS5s1" alt=""><figcaption></figcaption></figure>
{% endstep %}

{% step %}

### 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**.

{% hint style="success" %}
Use variables thoughtfully and make sure they are relevant to your email content for the best experience.

Learn more: [Available variables in email templates](/xflow-app/email-templates/understanding-personalization-variables-in-email-templates/available-variables-in-email-templates.md)
{% endhint %}

<figure><img src="/files/wW4vPKZ0z3C5tx6jLjpd" alt=""><figcaption></figcaption></figure>
{% endstep %}

{% step %}

### 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**.

{% hint style="info" %}
Want to make sure your variables are working perfectly? Check out [Test an email campaign](/xflow-app/campaigns/test-an-email-campaign.md)
{% endhint %}

<figure><img src="/files/9oFkkNDIacI707j9FLJR" alt=""><figcaption></figcaption></figure>

{% hint style="warning" %}
Make sure the data is available, as **variables with missing values** will **appear empty** in the email.
{% endhint %}
{% endstep %}
{% endstepper %}

## 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

<table><thead><tr><th width="119.58734130859375">Variable</th><th width="311.368408203125">Common use cases</th><th>Example</th></tr></thead><tbody><tr><td>customer</td><td>Email greetings that mention the customer’s name and personalize the message.</td><td>Hi <em>{{customer.first_name}}</em>, thanks for signing up!</td></tr><tr><td>product</td><td>Showing product details such as product name in the email content.</td><td><em>{{product.title}}</em> is back in stock!</td></tr><tr><td>shop</td><td>Adding store information for branding or support purposes</td><td>You’re receiving this email from <em>{{shop.name}}</em>.</td></tr><tr><td>variant</td><td>Showing specific product variant details such as size or color</td><td>You selected size <em>{{variant.size}}</em> in <em>{{variant.color}}</em>.</td></tr><tr><td>Custom variables</td><td>Adding custom messages, links, or values you want to control.</td><td>If you no longer wish to receive these emails, you can unsubscribe here: <em>{{unsubscribe_link}}</em></td></tr></tbody></table>

## Related articles

{% content-ref url="/pages/nXwNg4IKnFUKyqmD5GJb" %}
[Create an email template](/xflow-app/email-templates/create-an-email-template.md)
{% endcontent-ref %}

{% content-ref url="/pages/zEXuoV3arc2WNCI1i5wq" %}
[Design your email templates](/xflow-app/email-templates/design-your-email-templates.md)
{% endcontent-ref %}

{% content-ref url="/pages/9TMXBePs6zA8bV4oj3K6" %}
[Preview and test your email](/xflow-app/email-templates/preview-and-test-your-email.md)
{% endcontent-ref %}

{% content-ref url="/pages/7mi2grXoNsptsyKEmoV6" %}
[Use email templates in campaigns and workflows](/xflow-app/email-templates/use-email-templates-in-campaigns-and-workflows.md)
{% endcontent-ref %}

{% content-ref url="/pages/Rey69myeVHiNlaksnEsa" %}
[Email templates: FAQs](/xflow-app/email-templates/email-templates-faqs.md)
{% endcontent-ref %}

***

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