Variables in Marketing Automation

This feature is in beta and is being gradually rolled out to accounts.

Personalization variables, also called merge tags, automatically insert information into an email when it is sent. Use personalization variables to customize email content with contact information, custom fields, or information from an automation trigger.

For example, you can use a personalization variable to automatically add each contact's first name to an email.

Available Personalization Variables

The following variables are available in campaigns and automations:

Variable	Inserts
{{first_name}}	Contact's first name
{{last_name}}	Contact's last name
{{name}}	Contact's full name
{{email}}	Contact's email address
{{phone}}	Contact's phone number
{{company}}	Contact's company
{{date}}	Date the email is sent in MM/DD/YYYY format
{{current_year}}	Year the email is sent
{{unsubscribe_url}}	Contact's unique unsubscribe link
{{custom.field_key}}	Value from a custom contact field Replace field_key in {{custom.field_key}} with the key for the custom field you want to use. Use bracket syntax when the field key contains a hyphen, space, or starts with a number

Automation Trigger Variables

Automations can also use variables containing information from the event that triggered the automation. These variables are only available when the automation uses the corresponding trigger and cannot be used in campaigns.

New Order

New Order automations can also use billing and shipping address information.

Variable	Inserts
{{event.id}}	Order ID
{{event.status}}	Order status
{{event.subtotal}}	Order subtotal
{{event.total}}	Order total
{{event.invoice_number}}	Invoice number
{{event.payment.currency}}	Payment currency
{{event.payment.status}}	Payment status
{{event.shipping_method.name}}	Shipping method
{{event.shipping_method.cost}}	Shipping cost

Abandoned Cart

The following variables are available for abandoned cart automations:

Variable	Insert
{{event.id}}	Cart ID
{{event.subtotal}}	Cart subtotal
{{event.currency}}	Cart currency

Billing and shipping address variables are also available.

Order and Cart Items

Use item variables to insert information about individual products from an order or abandoned cart:

Variable	Insert
{{event.items.0.name}}	Item name
{{event.items.0.quantity}}	Item quantity
{{event.items.0.unit_price}}	Item unit price
{{event.items.0.sku}}	Item SKU
{{event.items.0.image}}	Item image
{{event.items.0.total}}	Item total for orders

Item numbering starts at 0. For example, use {{event.items.1.name}} for the second item and {{event.items.2.name}} for the third item. The total variable is available for orders.

New Booking

Available variables include:

Variable	Insert
{{event.booking_id}}	Booking ID
{{event.status}}	Booking status
{{event.title}}	Booking title
{{event.start}}	Booking start time
{{event.end}}	Booking end time
{{event.location}}	Booking location

Form Submitted

Available variables include:

Variable	Insert
{{event.pageName}}	Name of page where form is located
{{event.Subject}}	Form subject
{{event.Message}}	Form message
{{event.Address}}	Form address

Other Automation Triggers

Additional trigger variables include:

Trigger	Variable
New member	{{event.status}}
Label added or removed	{{event.tag}}
Campaign opened or clicked	{{event.campaignId}}
Date reached	{{event.date_field}}, {{event.date}}, {{event.fired_on}} Note that date_field identifies the date field the automation is monitoring, date contains the applicable date, and fired_on contains the date the contact entered the automation.

Billing and Shipping Address Variables

New Order and Abandoned Cart automations can use billing and shipping address information.

Replace billing_address with shipping_address to use the corresponding shipping information.

Variable	Insert
{{event.billing_address.first_name}}	First name
{{event.billing_address.last_name}}	Last name
{{event.billing_address.full_name}}	Full name
{{event.billing_address.phone}}	Phone number
{{event.billing_address.street}}	Street address
{{event.billing_address.city}}	City
{{event.billing_address.state}}	State or region
{{event.billing_address.country}}	Country
{{event.billing_address.zip}}	Postal code

Add a Fallback Value

If a personalization variable does not have a value, it is replaced with blank content. For example, if a contact does not have a first name, {{first_name}} does not appear in the sent email.

Add a fallback value when you want alternative text to appear instead:

Hi {{ first_name | default: "there" }},

If the contact has a first name, the email displays Hi Jane,. If no first name is available, it displays Hi there,.