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Merge fields are tokens JetEmail replaces for each recipient at send time. They can appear in visual-builder content or raw HTML.

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Built-in fields

The template editor always provides: The first four come from the contact. The unsubscribe URL is generated by JetEmail for the specific recipient and message.

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Insert a field

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In Design

  1. Place the cursor in an editable text, heading, or supported content block
  2. Click Insert field
  3. Select the field

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In HTML

  1. Put the cursor where the value belongs
  2. Click Insert field
  3. Select the field
You can also type the token exactly:

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Create a custom field

From the Insert field menu:
  1. Click Add custom field
  2. Enter a human-readable label, such as Company name
  3. Review the generated token
  4. Click Add & insert
JetEmail converts the label to a token-safe camel-case key:
You can remove a custom field from the same menu. Before removal, check templates that may still contain its token.

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Add values to contacts

Custom-field definitions make a token available in the editor; each contact still needs a value.

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Edit one contact

  1. Open Marketing → Contacts
  2. Open the contact
  3. Under Custom properties, click Add
  4. Enter the key and value
  5. Save changes
Use the exact token key without braces—for {{companyName}}, the property key is companyName.

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Import values

Unknown CSV columns become custom properties:
Keep key spelling and capitalisation consistent across manual edits, imports, and templates.

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Use merge data in transactional requests

The Marketing transactional endpoint does not look up an audience contact. Your application supplies the replacement values for that individual send, and their keys must match the tokens used by the template. See Marketing transactional email for sending behaviour and the API reference for the current request schema and code examples. For marketing content, use either:
  • A Footer block with Show unsubscribe link enabled
  • An HTML link whose href is {{unsubscribe_link}}
The footer block also adds the unsubscribe URL to the generated plain-text alternative.
Do not paste a shared or hard-coded unsubscribe URL. JetEmail must generate the link per recipient so the correct contact is opted out.

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Write resilient personalisation

  • Personalise only when it improves the message
  • Populate required fields before sending
  • Avoid placing an optional value where its absence would break a sentence
  • Use one canonical key for each concept
  • Test with records that contain short, long, and non-ASCII values
  • Check both HTML and plain text
Test sends confirm layout and routing, but you should also validate real merge data before a large broadcast or activated workflow.