Liquid templating lets you create personalized messages with advanced logic, such as showing different content based on customer location, using fallback text when data is missing, or formatting dates and prices dynamically. Use Liquid in Email Campaigns, SMS, and Push Notifications.

Before You Begin

Liquid templating works in Campaigns and Automation – Email, SMS, and Push Notifications all support Liquid objects and filters.
Test personalization before sending – Test emails show raw Liquid tags ([[ contact.first_name ]]). Use Test & Preview in the editor and select a real contact to see personalization populate.
Always add fallback values – Use | default: 'text' to avoid blank spaces when contact data is missing.
Omnisend uses modified Liquid syntax – Replace Shopify's curly braces {{ }} with square brackets [[ ]].

💡 New to personalization? Start with standard personalization before using Liquid. Liquid is for advanced use-cases.

Overview: What is Liquid

Liquid is an open-source templating language created by Shopify. It lets you insert dynamic content into messages using three elements:

Objects – Variables that output contact or order data ([[ contact.first_name ]])
Tags – Logic and control flow ([% if contact.country == 'France' %])
Filters – Modify output ([[ contact.first_name | capitalize ]])

Omnisend uses a modified version of Liquid:

Objects: Use [[ ]] instead of {{ }} - Example: [[ contact.first_name ]]
Tags: Use [% %] instead of {% %} - Example: [% if contact.country == 'France' %]

💬 Learn more about Liquid in Shopify's documentation and remember to replace curly braces with square brackets in Omnisend.

Objects

Objects are variables that output dynamic content from contact profiles, orders, or your account settings. Objects are always enclosed in double square brackets.

[[ contact.first_name ]]

Available object groups:

Contact properties: [[ contact.variable ]] (name, email, location, custom properties)
Account properties: [[ account.variable ]] (store name, website, currency)
Order properties: [[ order.variable ]] (order ID, total, items) – Automation Workflows only
Cart properties: [[ cart.variable ]] (abandoned cart URL) – Automation Workflows only
Date properties: [[ current_date ]] (current day, month, year)

View the full Objects Reference Table below.

Filters

Filters change the output of a Liquid object. Filters are separated by a pipe | symbol.

Example:

[[ 'mywebsite.com/orders/' | append: order.order_id ]]

Common filters:

default – Add fallback text when data is missing: [[ contact.first_name | default: 'there' ]]
capitalize – Capitalize the first letter: [[ contact.city | capitalize ]]
upcase – Convert to uppercase: [[ contact.country | upcase ]]
append – Add text to the end: [[ account.website | append: '/sale' ]]
date – Format dates: [[ current_date | date:'%B %d, %Y' ]] → "May 13, 2026"
vocative – Adjust names to vocative form in supported languages: [[ contact.first_name | vocative ]]

Learn more about Liquid filters in Shopify's documentation – remember to use Omnisend's [[ ]] syntax.

Tags (Automation Only)

Tags create logic and control flow in messages. Tags are enclosed in [% %] braces and produce no visible text.

Example:

[% if contact.first_name %] Hi [[ contact.first_name ]] [% endif %]

⚠️ Tags work only in Automation – not in Campaigns. Learn more about Liquid tags in Shopify's documentation.

Common Use Cases

Here are several helpful common use cases for Liquid syntax:

Personalization

Hi [[ contact.first_name ]], welcome to Omnisend!

Output: "Hi Sarah, welcome to Omnisend!"

💡 Tip: This filter automatically adjusts the name to its vocative form in supported languages, making your messages sound more natural and personal. This can be achieved by using vocative personalization: [[ contact.first_name | vocative ]]

Personalization with Fallback

Hi [[ contact.first_name | default: 'there' ]], welcome to Omnisend!

Output (if first name is missing): "Hi there, welcome to Omnisend!"

💡 Why use fallbacks?
If a contact's profile is missing data (e.g., no first name), personalization tags will display blank spaces. Fallbacks prevent this:

With fallback: Hi [[ contact.first_name | default: 'there' ]] → "Hi there"
Without fallback: Hi [[ contact.first_name ]] → "Hi "

Always add fallbacks to avoid awkward blank spaces.

Variable Insertion in Messages

Insert Liquid variables in:

Email subject lines: Don't forget your cart, [[ contact.first_name ]]!
Email body text: Your order total: [[ order.total_price ]] [[ order.currency ]]
SMS messages: Hi [[ contact.first_name ]], your order #[[ order.order_number ]] shipped!
Push notifications: [[ contact.first_name ]], 20% off ends today
Button links: [[ account.website ]]/orders/[[ order.order_id ]]

Conditional Logic (Automations Only)

Use conditional statements to show different content based on contact data.

Language Localization

[% if contact.custom_properties.language == 'Spanish' %] Hola [[ contact.first_name ]]! [% elsif contact.custom_properties.language == 'French' %] Bonjour [[ contact.first_name ]]! [% else %] Hi [[ contact.first_name ]]! [% endif %]

Location-Based Content

[% if contact.country == 'UK' or contact.country == 'Ireland' %] Have you visited our newest flagship store in London? [% endif %]

Formatting

Capitalize First Letter

Hi [[ contact.first_name | capitalize ]]

Output: "Hi sarah" → "Hi Sarah"

Append Custom Text

[% assign campaign_destination = '/landing_page.html' %]  [[ account.website | append: campaign_destination ]]

Output: "www.yourstore.com/landing_page.html"

Format Dates

Omnisend © [[ current_date | date:'%Y' ]]

Date format options:

%d – Day (13)
%A – Day name (Wednesday)
%m – Month number (05)
%B – Month name (May)
%Y – Year (2026

Objects Reference Table

Contact Properties

Dropdown Title	Tag	Value Type	Description
Email	`[[ contact.email ]]`	string	Contact email
Name	`[[ contact.first_name ]]`	string	Contact's first name
Surname	`[[ contact.last_name ]]`	string	Contact's last name
City	`[[ contact.city ]]`	string	Contact's city
Country	`[[ contact.country ]]`	string	Contact's country
State	[[ contact.state ]]	string	Contact's state
Postal code	[[ contact.postal_code ]]	string	Contact's postal code
Unsubscribe link	[[ unsubscribe_link ]]	–	Contact's link to unsubscribe
Preference center link	`[[ preference_link ]]`	–	Contact preference link
Custom properties	`[[ contact.custom_properties.customPropertyName ]]`	object	Contact's custom properties
Phone number	`[[ contact.phone_number ]]`	string	Contact's phone number

Account Properties

Dropdown Title	Tag	Value Type	Description
Email	`[[ contact.email ]]`	string	Contact email
Name	`[[ contact.first_name ]]`	string	Contact's first name
Surname	`[[ contact.last_name ]]`	string	Contact's last name
City	`[[ contact.city ]]`	string	Contact's city
Country	`[[ contact.country ]]`	string	Contact's country
State	[[ contact.state ]]	string	Contact's state
Postal code	[[ contact.postal_code ]]	string	Contact's postal code
Unsubscribe link	[[ unsubscribe_link ]]	–	Contact's link to unsubscribe
Preference center link	`[[ preference_link ]]`	–	Contact preference link
Custom properties	`[[ contact.custom_properties.customPropertyName ]]`	object	Contact's custom properties
Phone number	`[[ contact.phone_number ]]`	string	Contact's phone number

Account Properties

Dropdown Title	Tag	Value Type	Description
Name	`[[ account.name ]]`	string	Account's name
Address	`[[ account.address ]]`	string	Account's address
City	`[[ account.city ]]`	string	Account's city
ZIP / Postal code	`[[ account.zipCode ]]`	string	Account's ZIP / Postal code
Country	`[[ account.country ]]`	string	Account's country
Website URL	`[[ account.website ]]`	string	Account's website URL
Time zone	`[[ account.timezone ]]`	string	Account's timezone
Currency	`[[ account.currency ]]`	string	Account's currency

Date Properties

Dropdown Title	Tag	Value Type	Description
Current day	`[[ current_date \| date:'%d' ]]`	-	The day on which the action is performed
Current day name	`[[ current_date \| date:'%A' ]]`	-	The day on which the action is performed
Current month	`[[ current_date \| date:'%m' ]]`	-	The month when the action is performed
Current month name	`[[ current_date \| date:'%B' ]]`	-	The month name when the action is performed
Current year	`[[ current_date \| date:'%Y' ]]`	-	The current year when the action is performed

Order Properties (Automation Only)

Dropdown Title	Tag	Value Type	Description
Order ID	`[[ order.order_id ]]`	string	Order's ID
Order number	`[[ order.order_number ]]`	int64	Order's number
Order name	`[[ order.order_name ]]`	string	Order's name
Order date	`[[ order.order_date ]]`	Date	Date when order is created
Currency	`[[ order.currency ]]`	string	Order's currency
Total price	`[[ order.total_price ]]`	int64	Order's sum in total
Subtotal price	`[[ order.subtotal_price ]]`	int64	Subtotal order's sum
Discount	`[[ order.discount ]]`	int64	Order's discount
Shipping price	`[[ order.shipping_price ]]`	int64	Order's shipping price
Order status page URL	`[[ order.order_url ]]`	string	URL to reach exact order information
Order note	`[[ order.note ]]`	string	Additional order notes

Billing Address (Automation Only)

Dropdown Title	Tag	Value Type	Description
First name	`[[ order.billing_address.first_name ]]`	string	Contact's first name provided in billing address
Last name	`[[ order.billing_address.last_name ]]`	string	Contact's last name provided in billing address
Country	`[[ order.billing_address.country ]]`	string	Contact's country provided in billing address
Country code	`[[ order.billing_address.country_code ]]`	string	Contact's country code provided in billing address
State	`[[ order.billing_address.state ]]`	string	Contact's state provided in billing address
State code	`[[ order.billing_address.state_code ]]`	string	Contact's state code provided in billing address
City	`[[ order.billing_address.city ]]`	string	Contact's city provided in billing address
Address 1	`[[ order.billing_address.address1 ]]`	string	Contact's address (1st line) provided in billing address
Address 2	`[[ order.billing_address.address2 ]]`	string	Contact's address (2nd line) provided in billing address
ZIP / Postal code	`[[ order.billing_address.zip ]]`	string	Contact's ZIP / Postal code provided in billing address
Company	`[[ order.billing_address.company ]]`	string	Contact's company title provided in billing address
Phone	`[[ order.billing_address.phone ]]`	string	Contact's phone number provided in billing address

Shipping Address (Automation Only)

Dropdown Title	Tag	Value Type	Description
First name	`[[ order.shipping_address.first_name ]]`	string	Contact's first name provided in shipping address
Last name	`[[ order.shipping_address.last_name ]]`	string	Contact's last name provided in shipping address
Country	`[[ order.shipping_address.country ]]`	string	Contact's country provided in shipping address
Country code	`[[ order.shipping_address.country_code ]]`	string	Contact's country code provided in shipping address
State	`[[ order.shipping_address.state ]]`	string	Contact's state provided in shipping address
State code	`[[ order.shipping_address.state_code ]]`	string	Contact's state code provided in shipping address
City	`[[ order.shipping_address.city ]]`	string	Contact's city provided in shipping address
Address 1	`[[ order.shipping_address.address1 ]]`	string	Contact's address (1st line) provided in shipping address
Address 2	`[[ order.shipping_address.address2 ]]`	string	Contact's address (2nd line) provided in shipping address
ZIP / Postal code	`[[ order.shipping_address.zip ]]`	string	Contact's ZIP / Postal code provided in shipping address
Company	`[[ order.shipping_address.company ]]`	string	Contact's company title provided in shipping address
Phone	`[[ order.shipping_address.phone ]]`	string	Contact's phone number provided in shipping address

Cart Properties (Automation Only)

Dropdown Title	Tag	Value Type	Description
Abandoned cart URL	`[[ abandoned_cart.recover_url ]]`	string	URL to reach/recover abandoned cart

Troubleshooting

Personalization shows raw code in emails

Cause: You're viewing a test email instead of a live email.

Solution: Test emails always show raw Liquid tags ([[ contact.first_name ]]). To test personalization:

Use Test & Preview in the editor and select a real contact.
Or send the campaign/automation live to your own email (ensure your contact profile has data).

Personalization doesn't transform in live emails

Cause: The Liquid tag may have lost integrity if edited partially.

Solution: Delete the entire personalization tag and reinsert it using the Personalization tag menu in the editor.

Fallback text doesn't work

Cause: Incorrect syntax or missing quotes.

Solution: Ensure fallback values are wrapped in quotes:

✅ [[ contact.first_name | default: 'there' ]]
❌ [[ contact.first_name | default: there ]]

Conditional logic doesn't work in Campaigns

Cause: Tags and conditional statements work only in Automation Workflows.

Solution: Use conditional logic in automations – not Campaigns.

FAQ

Can I use Liquid in SMS and Push Notifications?

Yes. Liquid objects and filters work in Email, SMS, and Push Notifications. Conditional logic works only in Automation.

What's the difference between {{ }} and [[ ]]?

Shopify uses {{ }} for Liquid objects. Omnisend uses [[ ]]. If you're copying Liquid code from Shopify documentation, replace curly braces with square brackets.

Do I need to add fallback values?

Yes. Always add fallbacks to avoid blank spaces when contact data is missing:
[[ contact.first_name | default: 'there' ]]

Can I combine multiple filters?

Yes. Chain filters with | symbols:
[[ contact.first_name | capitalize | default: 'there' ]]

Where can I find more Liquid examples?

Learn more in Shopify's Liquid documentation – remember to replace {{ }} with [[ ]] and {% %} with [% %] in Omnisend.

You are welcome to contact our award-winning Support Team for any additional assistance through the in-app chat or at [email protected].

Use Personalization in Omnisend

Integrate Personizely with Omnisend

Replace Shopify's Order Confirmation with a Thank You Message

Integrate ViralSweep with Omnisend

How Dynamic Preview Shows Personalized Content

Use Liquid Templating for Message Personalization

Before You Begin

Overview: What is Liquid

Objects

Filters

Tags (Automation Only)

Common Use Cases

Personalization

Personalization with Fallback

Variable Insertion in Messages

Conditional Logic (Automations Only)

Language Localization

Location-Based Content

Formatting

Capitalize First Letter

Append Custom Text

Format Dates

Objects Reference Table

Contact Properties

Account Properties

Account Properties

Date Properties

Order Properties (Automation Only)

Billing Address (Automation Only)

Shipping Address (Automation Only)

Cart Properties (Automation Only)

Troubleshooting

Personalization shows raw code in emails

Personalization doesn't transform in live emails

Fallback text doesn't work

Conditional logic doesn't work in Campaigns

FAQ