What is it?
Personalization macros are placeholders (variables and dynamic links) that allow you to automatically insert specific subscriber or product data into your messages. These macros are formatted with double curly brackets—for example, {{subscriber.firstName}}—and resolve into actual text when the message is sent to a recipient.
How do I use it?
The following table lists the available macros that can be used within campaign and journey messages. To use them, integrate your account with the necessary data sources (such as Shopify) and confirm the data is available for the specific subscriber.
| Name | Macro Syntax | Example Output | Use Case |
| Subscriber's Cart Link | {{subscriber.cartLink}} | https://store.com/cart/123 | Directs subscribers to their cart with pre-loaded items (Optimized for Shopify). |
| Sign-up Offer Link | {{subscriber.signupOffer.link}} | https://store.com/discount/SAVE | Automatically applies a sign-up discount code at checkout. |
| Offer Screen Link | {{subscriber.signupOffer.couponScreenLink}} | https://attnl.tv/o/abcde | Directs to an Attentive-hosted page to copy a code before shopping. |
| General Offer Link | {{offer.link}} | https://store.com/discount/20 | Automatically applies a journey-specific discount at checkout. |
| Product Link | {{triggerEvent.product.link}} | https://store.com/products/item | Links to the product that triggered the message. |
| Checkout Link | {{triggerEvent.checkout.checkoutLink}} | https://store.com/checkout/abc | Links directly back to an active checkout session. |
| Offer Code | {{offer.code}} | ATTV-OLCHY8 | Displays the alphanumeric discount code for an offer. |
| Offer Value | {{offer.value}} | $10 or 10% | Displays the discount value (requires "Discount amount" setup). |
| Sign-up Offer Code | {{subscriber.signupOffer.code}} | WELCOME10 | Displays the specific code for a subscriber's sign-up offer. |
| First Name | {{subscriber.firstName}} | Jane | Displays the subscriber's first name from their profile. |
| Last Name | {{subscriber.lastName}} | Smith | Displays the subscriber's last name from their profile. |
| Full Name | {{subscriber.fullName}} | Jane Smith | Displays the combined first and last name. |
| Product Image | {{triggerEvent.product.image}} | [Image] | Inserts the image of the product that triggered the journey. |
| Product Name | {{triggerEvent.product.name}} | Downpour Rain Jacket | Displays the name of the triggering product. |
| Product Price | {{triggerEvent.product.price}} | $129.00 | Displays the current price of the triggering product. |
| Product Quantity | {{triggerEvent.product.quantity}} | 2 | Displays the number of items (Post-purchase journeys only). |
| Price Drop % | {{triggerEvent.product.priceDropPct}} | 20% | Displays the percentage decrease between original price and current price(Price Drop journeys only). |
| Price macro | {{originalPrice}} | $20 | Displays the original price of a product using the compareAt value by default, falling back to lastPrice if that value isn’t available (Price Drop journeys only) |
Why should I use it?
Using these macros allows you to scale personalized communication without manually editing individual messages. It enables messages to be tailored to each recipient’s browsing behavior, purchase history, and profile data.
Technical Constraints & Compatibility
- Welcome Journeys: Only the following macros are supported: {{message.messageId}}, {{message.messageName}}, and {{message.messageType}}. Subscriber data (like First Name) is not available at initial sign-up.
- Transactional Journeys: App-specific links and variables are available (e.g., Okendo or Recharge) but only appear in the menu if the integration is active.
- Data Dependency: If a macro is used without a default value and the data is missing for a subscriber, the message will not be sent to that subscriber.