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What are tokens?

Tokens are placeholders wrapped in double curly braces — like {{contact.firstName}} — that Tented swaps for real values when each email is sent. They work in the subject, preheader, and anywhere in the body, so every recipient gets a message that feels written for them. This page is the full reference. For the how-to of inserting them, see Creating Emails.

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Contact tokens

Reference any standard or custom contact field by its API name: 
{{contact.firstName}}
{{contact.company}}
{{contact.plan_tier}}   ← a custom field
Fallbacks. A token resolves to an empty string when a contact is missing that value. For anything a reader will see, add a default so you never ship “Hi ,” : 
Hi {{contact.firstName:default=there}},
The easiest way to get the syntax right is the Personalize button in the editor — pick the field, set an optional default, and it inserts the token for you.

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Sender-profile tokens

These pull from your Sender Profile and are mainly used in the unsubscribe footer, but you can use them anywhere:
TokenResolves to
{{tented.company}}Your legal company name
{{tented.address}}Your mailing address
{{tented.privacyUrl}}Your privacy policy URL
{{tented.unsubscribeOneClickLink}}Each recipient’s one-click unsubscribe link (required in the footer)

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Campaign dynamic tokens (flows only)

Inside a triggered flow, earlier steps can hand values to later emails through {{campaign.dynamic.*}} tokens. The headline example is the Create Tent step: with Auto-approve on, it publishes a personalized page and exposes its URL as: 
{{campaign.dynamic.tentURL}}
Link a later Send Email step’s button to that token and every contact’s email points to their own generated page. A second Create Tent step would expose {{campaign.dynamic.tentURL2}}, and so on. Full walkthrough in The Create Tent step.

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Before you send

  • Preview with real data — click Preview as in the editor and pick a contact to see tokens resolved.
  • Flows validate tokens — when you activate a flow, Tented flags emails that reference invalid or inactive fields, so a typo can’t ship. Fix the flagged token and re-activate.
  • Missing values are silent — without a :default=, an absent value simply disappears, which can leave odd spacing or punctuation. Default anything visible.

Back to: Creating Emails

The full email editor workflow.