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Placeholders for your Customer Communications

Table of contents

Overview

Placeholders let you automatically add information to your emails, such as a customer's name, login link, order details, or coupon expiration date.

This guide lists the placeholders available for automated email campaigns and one-time messages (newsletters). Some placeholders work only in automated campaigns or specific regions. You can find the availability below each section.

Customer data

Works everywhere.

  • Customer's full name: [[Customer.name]]
    Displays the customer's first and last name.
  • Customer's first name: [[Customer.firstname]]
    Displays the customer's first name.
  • Customer's last name: [[Customer.lastname]]
    Displays the customer's last name.
  • Unsubscribe link: [[Customer.unsubscribe]]
    Displays a clickable link that lets customers unsubscribe from future emails.

Customer login information

Works everywhere.

  • Login link: [[Customer.login]]
    Displays a clickable link that logs the customer directly into their gallery or shop without requiring a password. US/CA only. 
  • Login URL: [[Customer.loginurl]]
    Displays the auto-login URL as plain text. Use this if you want the full URL to be visible in the email. US/CA only.
  • Email address: [[Customer.email]]
    This placeholder is required for the customer login in the UK. It prompts customers to either create an account by setting a new password or log in to their existing account.

Customer photos

Works everywhere.

  • Photos: [[Customer.photos]]
    Displays thumbnails of the customer's available photos in the email.
  • Number of available photos: [[Customer.available_photos_count]]
    Displays the number of photos available to the customer. For example: “Your 24 photos are ready.”

Order data

Automated campaigns only.

  • Order value: [[Order.amount]]
    Displays the total order value in the relevant currency.
  • Order date: [[Order.date]]
    Displays the date the order was placed.
  • Order status page: [[Order.url]]
    Displays a link to the customer's order status page.
  • Digital download URL: [[Order.download_url]]
    Displays a direct download link for digital files included in the order.
  • Postage address: [[Order.address]]
    Displays the customer's shipping address as entered at checkout.

Job details

Automated campaigns only.

  • Job name: [[Job.name]]
    Displays the name of the photo job.
  • Custom communication text: [[Job.custom_text]]
    Displays the custom text entered for the photo job. Use it to add job-specific information to your emails.
  • Archiving date: [[Job.date_archiving]]
    Displays the date the gallery will be taken offline.
  • Batch deadline: [[Job.date_shipping]]
    Displays the cutoff date for orders to be included in the next print run.
  • Picture day: [[Job.date_shot]]
    Displays the date the photos were taken.

Album information

Automated campaigns only.

  • Album name: [[Gallery.name]]
    Displays the name of the album or gallery the customer can access.

Coupon data

Automated campaigns only.

  • Coupon level 1 value: [[Coupon1.value]]
    Displays the value or discount amount of the first coupon level.
  • Coupon level 2 value: [[Coupon2.value]]
    Displays the value or discount amount of the second coupon level.
  • Coupon level 3 value: [[Coupon3.value]]
    Displays the value or discount amount of the third coupon level.
  • Coupon expiration date: [[Coupon.date]]
    Displays the date the coupon expires.
  • Coupon conditions: [[Coupon.description]]
    Displays the coupon conditions, such as a minimum spend or product restrictions.

Photographer information

Works everywhere.

  • Invoice logo: [[Photographer.logo]]
    Displays the photographer's logo.
  • Website address: [[Photographer.domain]]
    Displays the photographer's website or storefront address.
  • Login page link: [[Photographer.login]]
    Displays a clickable link to the photographer's shop login page.
  • Login page URL: [[Photographer.login_url]] 
    Displays the shop login page URL as plain text.
  • Company name: [[Photographer.company]]
    Displays the photographer's studio or company name.
  • Reply-to email address: [[Photographer.reply_to]]
    Displays the photographer's configured reply-to email address.

Prepay data 

Automated campaigns for prepay jobs only- US/CA only. Not supported in the UK

  • Access code: [[Job.prepay_code]]
    Displays the code the customer uses to access the prepay shop.
  • Prepay deadline: [[Job.prepay_deadline]]
    Displays the deadline for placing a prepay order.
  • Prepay website link: [[Photographer.prepay_link]]
    Displays a link to the prepay storefront.
  • Prepay+ photo selection deadline: [[Job.prepay_plus_deadline]]
    Displays the deadline for the customer to select their photos in a Prepay+ job. 
  • New Sales Method website link: [[JobCustomer.nsm_link]]
    Displays the customer's personalized Prepay+ link.

FAQs

Can I use all placeholders in newsletters?

No. Job- and order-specific placeholders work only in automated campaigns.

What happens if a placeholder has no data?

If no data is available, the placeholder may appear blank or display default text, depending on the email platform.

Can I use a student's first name in an automated campaign?

No. You can use customer information, such as a parent's or buyer's name, but subject information such as a student's or athlete's name is not available as a placeholder.

The takeaway

Use placeholders to automatically personalize your emails with customer, order, photo job, coupon, and photographer information. Check the availability for each section before adding a placeholder to your email.