Personalize emails with placeholders

Last reviewed: 2026-09-23

Email placeholders are short pieces of code that KickoffLabs replaces with each recipient’s details or personal links when an email sends. Open Emails in the campaign, expand a message, and insert a placeholder in its body. Keep the braces and percent signs exactly as shown. The editor supports visual formatting and Edit HTML source; saving checks the message. Send a test to an address you control before enabling it.

Lead fields

• {{ lead.email }} inserts the lead’s email address.
• {{ lead.given_name | default: "there" }} uses the first name when present and a fallback otherwise.
• {{ lead.family_name | default: "" }} uses the last name when present.
• {{ lead.custom_fields.FIELD_NAME }} inserts a captured custom field. Replace FIELD_NAME with the actual field key used by your campaign.
• {{ lead.contest_score }} and {{ lead.contest_score_rank }} refer to the lead’s score and score-based place. Test with a lead that has the relevant data.

Personal links

• {% status_page_link Check your status %} creates a link to the campaign’s configured status destination for this lead. The default automatic reply uses this placeholder.
• {% page_link %} outputs the lead’s personal campaign share URL.
• {% verify_link Verify my email %} creates a verification link when verification is part of the campaign flow.
• {% share_buttons %} inserts a row of share buttons. You can also add an individual link, such as {% share_facebook_link Share on Facebook %} or {% share_whatsapp_link Share on WhatsApp %}.

The older thankyou_link placeholder still works as an alias for status_page_link. Use status_page_link for new messages. A status link needs a configured destination; if one is missing, the preview can show a warning. See set a personal status link.

Before sending

Use Send test for the message and inspect the received email, including links and fallback names. Confirm a test lead reaches the correct page and that its status is personal to that lead. The Sender & compliance section requires a saved postal address before enabled campaign emails can send.

Need help? Email support@kickofflabs.com with the campaign URL, placeholder, message type, and rendered test result.