Personalized promotional emails deliver more conversions. You can easily give your newsletter a personal touch by including each subscriber’s first name, last name or any other information.

In order to do this, use {{attribute}} and place it wherever you need it. The attribute is a point of data. For example - name, last name, country, city, etc.

If Omnisend has a particular information about that Subscriber, it will be placed in the newsletter. If not - then Omnisend will leave it blank.

Hello {{name}}!

If a subscriber has an attribute "name", then the result will be: Hello John!

If the subscriber's name is unknown, the result will be: Hello!


If you want, you can define a specific text (fallback text) which will work as an alternative for empty value. If your subscriber's name is unknown, then instead of {{name}} Omnisend can place another text, i.e. "dear customer". Here's an example:

Hello {{name|dear customer}}!

If the subscriber's name is in our database, then the output will be - Hello John!

If the subscriber's name is unknown, then the result will be - Hello dear customer!

Don't forget to change the fallback text to something meaningful! Otherwise, it will be better not to use it at all.

Other good examples: "Hello {{name|fellow subscriber}}!", "Your country: {{country}}. If you leave "fallback text" blank AND the subscriber does not have a particular attribute, Omnisend will replace that attribute with empty space.

You can add attributes in any part of the newsletter or automated email (for example, Abandoned Cart, Abandoned Cart series, etc.)

List of attributes available for personalization:


All attributes must not contain capital letters. Do not use NAME, Name, etc. Use only "name" (without quotation marks).

Another way to use personalization in your emails is adding Custom Properties. You can find out more about it here.

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