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Personalization lets each recipient see their own name and details. It rests on one idea: an email’s design is full of placeholders, and each placeholder gets filled from a known source. This page explains the sources, how to handle a missing value, and who the email comes from. For the full list of fields, see the Merge field reference.

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How the pieces fit together

An email’s design holds placeholders in double curly braces. They use a templating language called Liquid. The first word of each placeholder says where the value comes from. Two differences from Marketo are worth knowing. A copy field is created by the template’s copy schema, not by you creating a token. And a copy field belongs to one email’s copy. It doesn’t inherit from a program or folder.

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One field, four places

Follow the headline field through an email.
The schema names the fields. You write the words into those fields. The design points at each field by name, and allGood fills the rest in for each recipient. allGood usually writes the schema and the placeholders for you, so you mostly read them and edit the words.

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When a value is missing

If a recipient has no value for a field, it shows as blank. It never causes an error, which is why a missing first name reads Hi , and not a failed send. Add a fallback with the default filter:
Recipients with a first name see it. Everyone else sees Hi there,.
Nothing checks that a field name exists or is spelled correctly. {{ person.frstName }} and {{ send.unsubscribe_url }} both show as blank, with no warning. Preview as a real person before you publish. See Previewing and testing an email.

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Who the email comes from

Every email sends from your verified sending domain. The From name, From address, reply-to, and postal address come from that domain’s settings, and a send is stopped if the domain isn’t set up. See Set up an email domain. An individual email can override three things: the From name, the part of the From address before the @, and the reply-to. There’s no screen for this. An AI assistant or a developer sets it in the email’s files. The part after the @ and the postal address always come from the domain. If a field doesn’t behave the way this page describes, contact support@allgoodhq.com.