Variables in Mailcamp are placeholder tags that get replaced with real values when the email is sent. They are useful for personalization, compliance links, and browser-view links inside campaigns, templates, and some other product areas.
What variables are used for
- Personalizing content with contact information such as name or email.
- Adding required links such as unsubscribe links.
- Adding helpful utility links such as the web-view version of an email.
Common variables you will see in Mailcamp
- {UNSUBSCRIBE_URL} for the unsubscribe link.
- {UPDATE_PROFILE_URL} for the profile or preference update link.
- {WEB_VIEW_URL} for the browser-based web-view version of the email.
- Audience field tags such as {EMAIL}, {FIRST_NAME}, or {LAST_NAME} when those fields exist in your audience setup.
Where to use variables
- Inside campaign content while editing an email.
- Inside templates when creating reusable email layouts.
- In some other product areas, such as redirect URLs or forms, where Mailcamp supports tag replacement.
How to insert variables in a campaign
- Open your campaign and go to the content editor.
- Place the cursor where you want the variable to appear.
- Use the available insert-tag option in the editor if it is shown.
- You can also type supported tags manually if you know the correct format.
How variables work
- You write the placeholder tag in the content before sending.
- When Mailcamp sends the email, the tag is replaced with the matching value for each recipient or message context.
- If a variable depends on audience data, the final value comes from the contact record in that audience.
Important compliance note
- Some Mailcamp setups require the unsubscribe variable to be present in the email body.
- If unsubscribe-link enforcement is enabled, Mailcamp can block save or send/test flows until {UNSUBSCRIBE_URL} is included.
Helpful examples
- Use {FIRST_NAME} in a greeting to make the message feel more personal.
- Use {UNSUBSCRIBE_URL} in the footer to stay compliant.
- Use {WEB_VIEW_URL} near the top of the email for a browser-view fallback.
Helpful tips
- Keep variable names exact. A small typo can prevent the value from being replaced correctly.
- Only use field-based variables that match the tags available in your audience fields.
- Always preview or send a test email after adding variables to confirm the final content looks right.
In short, variables are one of the key ways Mailcamp lets you personalize campaigns and include the links required for a complete email experience.