Newsletter Editor: Personalize Texts

Personalized newsletters make your recipients feel more appreciated. The open and click rate is often even higher if recipients are addressed personally in an email and, for example, are made aware of promotions or discounts.

In our newsletter editor you can quickly and easily insert variables to personalize your newsletter.

Start by clicking at the spot in the text area where you want to insert your variable:


A toolbar pops up above the text element. To insert the variables, click on the two brackets {} on the far right. Select between [Email], [Group-related placeholders], [Links] and [Date]:


  • [Email]: Email address of your recipient
  • [Group-related placeholders]: Inserting a cross-list data field
  • [Links]: Unsubscribe link or online version
  • [Date]: Variable for the complete date or the representation in short form

You can find the most common database fields and a list of CleverReach variables in the following list. You can copy them and insert them in your email:


Email address  {EMAIL}

Title  {TITLE}

Salutation {SALUTATION}

Formal salutation  {SALUTATION_FORMAL}

Formal individual salutation  {SALUTATION[salutation:custom|Hello Ms |Hello Mr |Dear customer]}{NACHNAME},

Company          {COMPANY}

First name        {FIRSTNAME}

Last name        {LASTNAME}

Street               {STREET}

Zip code           {ZIP}

City                   {CITY}

Country            {COUNTRY}

Date                  {CURRENT_DATE}

Date & Time     {CURRENT_DATE_FULL}

User-defined field        {FELDNAME}

Activation date {ACTIVATED_DATE}

Signup date      {REGISTERED_DATE}

Source               {SOURCE}

Subject of your email    {SUBJECT}

Campaign Name            {CAMPAIGN}



Unsubscribe link           {UNSUBSCRIBE}

Online Version (HTML) {ONLINE_VERSION}

Online Version (Text)    {ONLINE_VERSION_TEXT}

Check the exact field names in the recipient list. Navigate to the respective list [Recipients] and click on [Settings] - [Fields]. There you can find the exact names of the variables.  

The field names in this post may well differ from the fields you have created yourself. The data fields {FIRSTNAME} and {LASTNAME} can have different names in your recipient list, depending on how they were created in your list/during the import.

Placeholder Examples:


If you want to address your recipients with "Dear Sir/Madam", you need a specific value (e.g. "Mr" or "Ms") in the salutation data field. If you want to fill the data field in your recipient list with the value, pay attention to the field type of the data field. You need to choose [Gender] as a field type for the personalization to work.

Select the variable {SALUTATION_FORMAL} and your recipients are automatically addressed with "Dear Ms" or "Dear Mr". For this salutation to work automatically, the following keywords are automatically supported:

Male markers:

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

Female markers:

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

Alternative Werte (std)

After std: an alternative value can be stored, if the respective field is empty in some recipient datasets, e.g. {FULL_NAME[std:Dear customer]}.


Variables for links can be placed anywhere in your template and are automatically converted to a URL.

Unsubscribe Link

An unsubscribe link allows recipients to unsubscribe from your newsletter. They remain in your recipient list, but are deactivated and no longer receive your emails.

HTML example: <a href="{UNSUBSCRIBE}" >Unsubscribe</a>

Online Version

Via the online version link, a recipient can view your email in their browser.

HTML example: <a href="{ONLINE_VERSION}">Online Version</a>

Please note

  • Pay attention to the capitalization. The variables must always be inserted in capital letters and in curly brackets.
  • You can also assign alternative values if the database field is empty. This is done with the parameter [std:] within the variable. An example:
    • Hello {FIRSTNAME[std:Prospect]}
  • If the first name field is filled in your database, the name is filled in in your email. If the field is empty, „Hello Prospect” is filled in instead.
  • You can’t simply carry out an IF query. You have to do IF queries directly in the HTML code. Find more details here.

Help & Support

If you have any questions or need further assistance please contact our service team at any time.