Personalization and placeholders in your emails

Address your contacts personally to gain acceptance for your messages. Should you not have any personal data on your recipients you can post alternative personalization values within the system.

In the Lists section you can post a variety of information, e.g. First Name, Last Name, Salutation, etc. You can basically use all this information within the emails you send (with the exception of data pertaining to online orders). Most fields are available for personalization via drag & drop or within the HTML editor.

Drag & Drop Editor:


You cannot select all variables, however. In the following list you will find the most common database fields and below that you will see an overview of the CleverReach variables. These you can simply copy to add to your email.

Email address {EMAIL}
Title {TITLE}
Salutation {SALUTATION}
Salutation formal {SALUTATION_FORMAL}
Company {COMPANY}
First Name {FIRSTNAME}
Last Name {LASTNAME}
Street {STREET}
City {CITY}
Country {COUNTRY}
User def. field name {FELDNAME}
Activation date {ACTIVATED_DATE}
Registration date {REGISTERED_DATE}
Source {SOURCE}
Subject {SUBJECT}
System links
Unsubscribe {UNSUBSCRIBE}
Online-Version (HTML) {ONLINE_VERSION}
Online-Version (Text) {ONLINE_VERSION_TEXT}


Important note:

You can find the exact field names in the respective user groups. Open the group in question and click on [Settings] > [Fields]. The names of the exemplary variables listed above may very well differ from your custom database fields! E.g. the fields {FIRSTNAME} and {LASTNAME} might be spelled or named differently, depending on how they were defined when the group was uploaded to your account:



If you would like to address your recipients with “Dear Mr./Mrs.” you will need a certain value within the field Salutation (e.g. “Mr.” or “Mrs.”). In this case you can use the variable {SALUTATION_FORMAL} to address the recipients with “Dear Mr.” or “Dear Mrs.”. The following key words are supported to ensure the salutation functions automatically:

Male identification:

"m", "male", "mr", "mr.", "mister", "sir", "lord", "sehr geehrter herr", "herrn","männlich", "herr", "mann"

Female identification:

"f", "w", "woman", "female", "mrs", "mrs.", "ms.", "ms", "dame", "weiblich", "frau", "fräulein"

Alternative values (STD)

After STD: you can enter any value should some recipients have an empty database field, which would not trigger the correct salutation. E.g. {FULL_NAME[STD:Dear Customer]}


You can place variables for links anywhere within your template and these will automatically be converted to a URL.

Unsubscribe link

Via the unsubscribe link a recipient can opt-out from the respective group. He will remain in the group but will be deactivated and can no longer receive emails.

Example of integration into HTML: <a href="{UNSUBSCRIBE}" >Unsubscribe</a>

Online version

Through the link to the online version a recipient can view an email online in his browser.

Example of integration into HTML: <a href="{ONLINE_VERSION}">online version</a>

Important notes:

  1. Be sure to consider upper case letters. Variables must always be added in capital letters within curly brackets!
  2. You can insert alternative values just in case that a database field is empty. You can do this with the parameter [STD:] within the variable. e.g. {FIRSTNAME[STD:customer]}.
  3. If in this example the database field contains the recipient’s first name this will be displayed within the email. If not, the recipient will be addressed as “Dear customer”.
  4. You can also use this variable in the form section as well in the unsubscribe procedure for the emails.
  5. Creating an if-then condition is not readily possible. You will need to edit the HTML directly. You will find more information on this topic here.
Have more questions? Submit a request