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Replacement Variables

What it is​

Replacement variables are placeholders you put in a message: the message of a creative, a ThanksAI Studio message, or the message you write in Send Mail. At send time, thanks.io replaces each variable with the corresponding value for that recipient - so every piece feels personally written.

Variables always appear in %UPPER_CASE% format surrounded by percent signs. Type them yourself, or click Personalize above the message box in the message editor to search the list and insert one where your cursor is.

Example​

Hi %FIRST_NAME%,

Your neighbor on %STREET_ONLY% just got a new roof.

- %YOUR_FULL_NAME%
%YOUR_PHONE%

At send time: %FIRST_NAME% → "Sarah", %STREET_ONLY% → "Main Street" for a recipient at 123 Main Street, and %YOUR_FULL_NAME% and %YOUR_PHONE% pull from your Branding.

Full variable reference​

Branding variables (from Branding)​

VariableWhat it inserts
%YOUR_FULL_NAME%Your full name
%YOUR_FIRST_NAME%Your first name
%YOUR_PHONE%Your phone number
%YOUR_COMPANY%Your company name
%YOUR_EMAIL%Your email address

Recipient name​

VariableWhat it inserts
%FIRST_NAME%Recipient's first name
%LAST_NAME%Recipient's last name
%FULL_NAME%Recipient's full name
%NAME%Alias for %FULL_NAME%

Recipient address​

VariableWhat it inserts
%ADDRESS%Street address line 1
%STREET_ONLY%Street name without the house number, such as Main Street for 123 Main Street
%ADDRESS2%Address line 2
%CITY%City
%STATE%State or province
%ZIP%ZIP or postal code

Recipient - other fields​

VariableWhat it inserts
%COMPANY%Recipient's company name
%CUSTOM1%-%CUSTOM10%Custom fields 1-10 from the recipient record
%FIELD1%-%FIELD4%Aliases for %CUSTOM1%-%CUSTOM4%

Real estate / Absentee Owner​

VariableWhat it inserts
%ABSENTEE_STREET%The target/search address (Neighbor Blast and Absentee Owner Mode)

Date​

VariableWhat it inserts
%CURRENT_DAY%The current date when the mail piece is generated

Tips & best practices​

  • Set up Branding before using %YOUR_*% variables. Empty fields render as blank text.
  • Use %FIRST_NAME% at the start of the message for instant personalization.
  • Custom fields (%CUSTOM1%-%CUSTOM10%) let you carry any CRM data - lead score, product name, agent name - into your mailer.
  • If a variable is missing for a recipient, it renders as empty. Preview with a real recipient before a large send.

Tilde format for QR codes and dynamic image templates​

The %VARIABLE% format is for the message body text only. Two other fields use a different format - ~VARIABLE~ (tilde instead of percent signs):

  • QR code destination in the message editor - for example, https://yoursite.com/welcome?name=~FIRST_NAME~
  • Street View design fields on a creative's front - header, sub-header, QR code URL, background image, logo, and overlay image

Use ~STREET_ONLY~ in these fields when you want the recipient's street name without their house number.

See Dynamic QR URLs and Dynamic Images for full details and variable lists.

Limits & gotchas​

  • Standard recipient and branding variables are available on all tiers.
  • Do not modify the % delimiters or change casing inside the variable name - %first_name% will not resolve.
  • %FIELD1%-%FIELD4% are interchangeable with %CUSTOM1%-%CUSTOM4%.
  • %STREET_ONLY% uses your street when the recipient has no usable street name, such as for an empty address or PO box.