Table of contents
- Overview
- Customer data
- Customer login information
- Customer photos
- Order data
- Job details
- Album information
- Coupon data
- Photographer information
- Prepay data
- FAQs
- The takeaway
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.