What are email variables?

Variables are the different things in a personalized email that can change according to the recipient. They are often shown in brackets, and they use liquid syntax to fill in the content shown between the brackets.

Adding variables into automatically personalized emails will mean that certain parts of those emails are tailored to the reader – they are often used to save email writers from having to fill in unique details manually. Examples include things like {{ NAME }}, {{ COMPANY }} or {{ HOMETOWN }}.