Personalization and placeholders
A placeholder is a column name wrapped in double braces. Mailvern replaces it with that row's value.
4 min read
Placeholder syntax
Hi {{name}},
Your invoice {{invoice}} for {{company}} is due.
Thanks from the team in {{city}}.The text inside the braces must match your column header. Matching is not case sensitive, but spelling and spacing should match.
A worked example
| name | company | invoice |
|---|---|---|
| John | INV-1042 | |
| Aisha | Northwind | INV-1043 |
Subject: {{company}} — invoice {{invoice}}
Hello {{name}}, thanks for your order.Subject: Google — invoice INV-1042
Hello John, thanks for your order.Where placeholders work
- Subject line
- Message body
- Inside link URLs, for example a personalized payment link
- Sender name
Common mistakes
- A typo in the column name — the placeholder is then sent as literal text.
- Single braces instead of double braces.
- A merged header cell, which makes the column name ambiguous.
- Trailing spaces in the header row.