How to personalize emails with variables

Updated Nov 4, 2026

Variables fill in each recipient’s name or location. For example, Hi {{{ wf:first_name }}}, appears as Hi John, in the sample preview. A map variable can add a DMA map.

Add a variable to your message

Open a template in the email editor and select a Heading or Text module. Then use either method:

Type: Enter wf: where the variable should go, then select a result. Keep typing to filter: wf:city finds location_city.
Drag: Drag Name or Location from the Variables panel into your text.

Type wf: to choose a variable

Click the inserted token to open Variable settings. Choose Type to change the detail it uses. Name starts as First name; Location starts as City. Click the token’s × to remove it.

Choose a variable Type in the settings panel

Use variables in other fields

Field	How to insert name or location variables
Subject line	Type wf: and choose a result.
Button Label	Select the button, then type wf: in Label and choose a result.
Preview text	Paste the complete code, such as `{{{ wf:first_name }}}`. This field has no wf: picker.

These fields store the full code. Delete that code to remove the variable. You can also put complete codes in an HTML template before uploading.

Add a DMA map

Maps work in Text modules only. Drag Map into the message, or choose map_dma from the wf: list.

The large map_dma placeholder represents the recipient’s map. Select it to see Map → DMA map settings; use its top-right × to remove it. If the person’s location is unavailable, the map is removed.

DMA map placeholder and its settings

Codes and fallback values

When a detail is missing, Wefranch uses the fallback below.

Code	Detail	Fallback
`{{{ wf:first_name }}}`	First name	Empty value
`{{{ wf:last_name }}}`	Last name	Empty value
`{{{ wf:full_name }}}`	Full name	Empty value
`{{{ wf:location_city }}}`	City	“your city”
`{{{ wf:location_state }}}`	State	“your state”
`{{{ wf:location_country }}}`	Country	“your country”
`{{{ wf:location_dma }}}`	DMA	“your area”
`{{{ wf:map_dma }}}`	DMA map image	Map removed

Check the result

Save the template, then check the preview on Design. Preview values are samples, not a particular recipient’s record. Read your wording with missing names and fallback values in mind, and send a test email from Review & Send before scheduling.

For support, email [email protected].