Personalization Tokens
Personalization Tokens are placeholders in email templates — like {{first_name}}, {{company}}, or {{recent_event}} — that get replaced with the recipient's specific values at send time.
What is Personalization Tokens?
Personalization Tokens are the mechanical layer of personalization. Simple tokens insert basic fields (first name, company); rich tokens insert computed values (recent funding round, employee count band, specific competitor in their stack); conditional tokens render different content based on data (different paragraph for VPs vs Directors). Token quality is bounded by data quality — a missing token can break a message or, worse, send {{first_name}}'s placeholder as literal text. Mature template systems validate token resolution before send.
Why it matters
- Mechanical foundation of personalization at scale.
- Conditional tokens enable rich variation without writing many template variants.
- Token-resolution failures (missing data, broken merge) are silent quality killers.
Use cases
- Basic personalization. First name, company, role merge into a single template.
- Conditional content. Different paragraphs render for different titles or industries.
- Computed tokens. Tokens render derived values — 'You raised ${{funding_amount}} this quarter'.
How turgo helps
turgo's template system supports basic, conditional, and computed tokens — and validates token resolution before send so missing data never ships as literal placeholder text.
See turgo in action →
