Glossary
Email variables
Placeholders in a template that are replaced with each recipient’s data when the message is sent.
ValidReach Team · Updated 2026-10-26
In practice
They look like {{first_name}} or *|FNAME|*, depending on the tool. Always set a fallback for empty values and send a test using a record with blank fields.
Verification and sending
Variables pull from the same file you verify. Keep the verified file as the source so the data and the address stay together.