Template Variables¶

Template variables let you personalize your campaigns with subscriber-specific data. When MailJawn sends your email, each variable is replaced with the actual value for that subscriber.

Syntax¶

Variables use double curly braces:

{{ variable_name }}

You can use variables anywhere in your MJML — subject lines, text blocks, links, and image URLs.

Available Variables¶

Subscriber Variables¶

Variable	Description	Example Value
`{{ subscriber.email }}`	The subscriber's email address	`maya@example.com`
`{{ subscriber.name }}`	The subscriber's name (blank if not set)	`Maya Chen`
`{{ subscriber.custom_fields.KEY }}`	Any custom field you've defined	`{{ subscriber.custom_fields.plan }}` → `pro`

Organization Variables¶

Variable	Description	Example Value
`{{ company_name }}`	Your organization's name (from account settings)	`Recipe Box Inc.`
`{{ address }}`	Your organization's mailing address	`123 Main St, Austin, TX 78701`

Links¶

Variable	Description
`{{ unsubscribe_url }}`	A one-click unsubscribe link unique to each subscriber

Using Variables in MJML¶

In Text¶

<mj-text>
  Hi {{ subscriber.name }},

  Thanks for using our app!
</mj-text>

In Subject Lines¶

Your campaign subject line supports variables too:

{{ subscriber.name }}, your weekly recipe picks are here!

In Links¶

<mj-button href="https://example.com/profile?email={{ subscriber.email }}">
  View Your Profile
</mj-button>

Filters¶

Variables support Jinja2 filters for formatting. Apply a filter with the pipe (|) character:

{{ variable | filter_name }}

Common Filters¶

Filter	What It Does	Example	Result
`default('value')`	Provides a fallback when the variable is empty	`{{ subscriber.name \\| default('there') }}`	`there` (if name is blank)
`upper`	Converts to UPPERCASE	`{{ subscriber.name \\| upper }}`	`MAYA CHEN`
`lower`	Converts to lowercase	`{{ subscriber.name \\| lower }}`	`maya chen`
`title`	Converts To Title Case	`{{ subscriber.name \\| title }}`	`Maya Chen`
`capitalize`	Capitalizes the first letter	`{{ "hello" \\| capitalize }}`	`Hello`
`trim`	Removes leading/trailing whitespace	`{{ subscriber.name \\| trim }}`	`Maya Chen`
`replace('old', 'new')`	Replaces text	`{{ subscriber.email \\| replace('@', ' at ') }}`	`maya at example.com`

Chaining Filters¶

You can combine multiple filters:

{{ subscriber.name | default('Friend') | title }}

This first falls back to "Friend" if the name is empty, then ensures it's in Title Case.

Conditional Content¶

Use {% if %} blocks to show content only when a condition is met:

<mj-text>
  {% if subscriber.name %}
  Hi {{ subscriber.name }},
  {% else %}
  Hi there,
  {% endif %}

  Here's what's new this week.
</mj-text>

Checking Custom Fields¶

<mj-text>
  {% if subscriber.custom_fields.plan == 'pro' %}
  As a Pro user, you get early access to new recipes.
  {% else %}
  Upgrade to Pro for early access to new recipes.
  {% endif %}
</mj-text>

How Missing Variables Are Handled¶

If a variable doesn't exist or is empty, MailJawn renders it as an empty string — no raw {{ }} tags will ever appear in a sent email. This means it's safe to use variables even if not every subscriber has the field populated.

Use default for a Better Experience

Rather than leaving a blank space where a name should be, use the default filter:

Hi {{ subscriber.name | default('there') }},

This way subscribers without a name on file see "Hi there," instead of "Hi ,".

Security¶

Template variables are rendered in a sandboxed environment. Subscribers can't inject code or access data outside the variables listed above. All values are automatically HTML-escaped to prevent cross-site scripting.

Warning

The {{ unsubscribe_url }} variable is the one exception — it's not HTML-escaped because it's meant to be used inside an href attribute. Always place it in a link tag, not in visible text.