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Email personalization lets you include data about each recipient directly in the email body — for example, addressing every participant by first name, or referencing the event they registered for. Each recipient sees a version of the email tailored to them, even though you only compose it once. Personalization is available in both marketing and transactional email campaigns. The specific variables available to you depend on the campaign type: marketing campaigns draw from your customer data, while transactional campaigns include event-specific attributes such as bib number or race category.

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How personalization variables work

Variables use a double-curly-brace syntax: {{ variable_name }}. When the email is delivered, the platform replaces each variable with the actual value for that recipient. If no value is available for a recipient, the variable renders as blank — or as a fallback you specify. A variable with a fallback looks like this:
If a participant’s first name is not recorded, the email renders “there” instead — so “Hi {{ first_name | default: “there” }}” becomes “Hi Sarah” or “Hi there” depending on the data available.

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Using the snippet builder

The snippet builder is the easiest way to insert a variable without typing it by hand. It is available in the Builder step of any campaign, in both the Basic Builder and the Advanced Builder.
1

Open the personalization panel

In the Builder step, look for the Personalization or Dynamic variables panel. In the Basic Builder this appears in a sidebar or below the section controls. In the Advanced Builder, open it from within a text block.
2

Select an attribute

Choose the piece of data you want to insert from the attribute list. Available options include things like participant name, email address, event name, and registration-specific fields.
3

Set a fallback (optional)

In the Fallback field, enter the text that should appear when the attribute has no value for a particular recipient. Providing a fallback is recommended — it prevents blank spots in your email.
4

Copy and paste the snippet

The generated snippet appears in the output box. Click Copy to copy it to your clipboard, then paste it into the text or HTML section of your email where you want it to appear.For conditional logic — showing or hiding content based on whether a value exists — click Copy for logic to get the variable identifier without the full snippet wrapper. You can then build {% if %} conditions around it in an HTML section.

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Validation

The platform checks your personalization syntax when you save or advance past the Builder step. If a variable name is not recognized, or the syntax is malformed, you’ll see a validation warning highlighting the problem. Fix the variable before continuing to avoid delivery errors.

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Tips for reliable personalization

Always set a fallback for names. Not every participant’s profile includes a first name. A fallback like “there” or “participant” keeps the email readable. Test before sending. Use Send Test on the Launch step to see a rendered version of the email in your own inbox. The preview uses placeholder values; the test send uses real data. Check your data source. Variables only contain values that exist in your participant records. If a field such as bib number is not filled in yet, wait until data is available before sending an email that references it. Keep conditions simple. Conditional blocks ({% if %}) are powerful but harder to debug. If you need conditional content, test it thoroughly with the Send Test feature before sending to your full audience.