Placeholders

Overview

Placeholders allow you to dynamically personalize content in your mailings, e.g. with the recipient’s name or event-specific information. They are automatically replaced with the matching event/contact data when the mailing is sent.

Where can placeholders be used?

You can use placeholders in multiple parts of a mailing template:

• Subject: To personalize the subject line (e.g. with the event name or recipient’s name).
• Text blocks: In the actual email body to insert salutations, names or individual information.
• Button text: For personalized button labels.
• Button link: For personalized links, e.g. individual registration or confirmation links.
• Image link: For personalized links behind an image.
• QR code link: For personalized QR codes, e.g. personalized registration or check-in links.
• Footer text: To dynamically display organization or event-specific information.

Using placeholders

Placeholders follow a defined format (e.g. {{first_name}}), which is automatically replaced when sending. Which placeholders are available depends on the data stored on the event and the contact.

General examples:

• {{first_name}} – Contact’s first name
• {{last_name}} – Contact’s last name
• {{event_title}} – Event title
• {{organization_title}} – Organization name
• {{salutation}} – Personalized salutation from salutation categories (contact category, level, and language or event)

In the mailing editor, Salutation opens a dialog explaining level, default category, and event language.

The concrete list of available placeholders may vary depending on your organization and event configuration.

Example: placeholders in links / URL parameters

A common use case is passing information to the ticket shop or a landing page via URL parameters.

https://www.eventseite.de/shop/MY-SHOP?voucher={{voucher}}&first_name={{first_name_uri}}&last_name={{last_name_uri}}&email={{email_uri}}

Alternatively you can use access_voucher instead of voucher, and the variants givenname/familyname/mail.

• {{voucher}} / {{access_voucher}}: Contact’s personal voucher code.
• {{first_name_uri}} / {{givenname}}: First name, URL-encoded.
• {{last_name_uri}} / {{familyname}}: Last name, URL-encoded.
• {{email_uri}} / {{mail}}: Email, URL-encoded.

Cart-scoped variants are also available for cart links in the shop context (see the explanation in the button link field of the template).

Best practices

• Only use meaningful placeholders: Insert placeholders only where you can reasonably expect data (e.g. first names only if you store them in your contacts).
• Consider fallbacks: Phrase texts so that they still read well if a placeholder is empty (e.g. neutral salutation instead of always requiring a first name).
• Send test email: Always send test mails to yourself before going live to verify that all placeholders resolve correctly – especially for parameterized links.

Summary

With placeholders you can make your mailings highly individual and personal. Use them wherever you want to dynamically insert data from contacts, events or your organization into your emails.