Use variables in customer emails

Variables let you personalize customer emails with information such as a customer’s name, points balance, reward code, or referral link. When a customer email is sent, each variable is automatically replaced with the customer’s information. You can use variables in the Subject, Title, and Description fields of your customer email templates.

Note: Variables appear as placeholder text in the email editor and in test emails. When a live customer email is sent, each placeholder is replaced with the customer’s actual information.

Insert a variable

To insert a variable:

In Smile Admin, navigate to Settings > Customer Emails.
Open the customer email you want to edit.
Enter the variable using double curly braces ({{ }}).
Example: {{customer.first_name}}

Tip: Copy and paste variables from the tables below to avoid typing errors. If the placeholder text appears in the preview, you’ve added the variable correctly.

Points earned

This email is sent when customers earn points through most earning activities. Sign up and social follow activities don’t send customer emails.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	500 Points	Reward name
`{{reward_fulfillment.source_description}}`	Placed an order	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use this discount code on your next order!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Some conditions apply.	Reward terms and conditions

Reward redeemed

This email is sent when a customer redeems points for a reward.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	$5 off discount	Reward name
`{{reward_fulfillment.source_description}}`	Spent 500 points	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use on your next subscription order and save!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Reward can only be used on subscription products.	Reward terms and conditions
`{{points_purchase.points_spent_formatted}}`	500 Points	Redemption amount with currency name

Birthday reward

This email is sent when birthday points are issued to a customer.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	500 Points	Reward name
`{{reward_fulfillment.source_description}}`	Celebrated a birthday	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use this discount code on your next order!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Some conditions apply.	Reward terms and conditions

Points expiry warning and last chance

These emails are sent before a customer’s points expire.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{points_expiry_date_formatted}}`	June 15, 2026	Points expiry date

Reward expiry

This email is sent before a reward expires.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	$5 off discount	Reward name
`{{reward_fulfillment.source_description}}`	Spent 500 points	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use on your next subscription order and save!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Reward can only be used on subscription products.	Reward terms and conditions
`{{reward_fulfillment.expires_at_formatted}}`	June 15, 2026	Reward expiry date

Referral shared through Smile

This email is sent when a customer shares their referral link with a friend, through the email share option.

Variable	Example	Placeholder text
`{{advocate_customer.email}}`	`john@example.com`	Advocate email
`{{advocate_customer.first_name}}`	John	Advocate first name
`{{advocate_customer.next_vip_tier.id}}`	2	Advocate next VIP tier level
`{{advocate_customer.next_vip_tier.name}}`	Gold	Advocate next VIP tier name
`{{advocate_customer.points_balance}}`	1000	Advocate points balance
`{{advocate_customer.points_balance_formatted}}`	1000 Points	Advocate points balance with currency name
`{{advocate_customer.referral_url}}`	`https://i.refs.cc/12345`	Advocate referral link
`{{advocate_customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Advocate amount until next tier
`{{advocate_customer.vip_tier.id}}`	1	Advocate VIP tier level
`{{advocate_customer.vip_tier.name}}`	Silver	Advocate VIP tier name
`{{friend_reward.name}}`	$5 off discount	Friend reward
`{{message}}`	Check out this awesome store!	Message

Friend received referral

This email is sent to a referred friend (after they input their email address on your website) when they receive a referral reward from one of your customers.

Variable	Example	Placeholder text
`{{advocate_customer.email}}`	`john@example.com`	Advocate email
`{{advocate_customer.first_name}}`	John	Advocate first name
`{{advocate_customer.next_vip_tier.id}}`	2	Advocate next VIP tier level
`{{advocate_customer.next_vip_tier.name}}`	Gold	Advocate next VIP tier name
`{{advocate_customer.points_balance}}`	1000	Advocate points balance
`{{advocate_customer.points_balance_formatted}}`	1000 Points	Advocate points balance with currency name
`{{advocate_customer.referral_url}}`	`https://i.refs.cc/12345`	Advocate referral link
`{{advocate_customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Advocate amount until next tier
`{{advocate_customer.vip_tier.id}}`	1	Advocate VIP tier level
`{{advocate_customer.vip_tier.name}}`	Silver	Advocate VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	$5 off discount	Reward name
`{{reward_fulfillment.source_description}}`	Spent 500 points	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use on your next subscription order and save!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Reward can only be used on subscription products.	Reward terms and conditions

Referral completed

This email is sent to the advocate after a referred friend completes a qualifying purchase.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name
`{{friend_customer.email}}`	`jane@example.com`	Friend email
`{{friend_customer.first_name}}`	Jane	Friend first name
`{{friend_customer.next_vip_tier.id}}`	2	Friend next VIP tier level
`{{friend_customer.next_vip_tier.name}}`	Silver	Friend next VIP tier name
`{{friend_customer.points_balance}}`	200	Friend points balance
`{{friend_customer.points_balance_formatted}}`	200 Points	Friend points balance with currency name
`{{friend_customer.referral_url}}`	`https://i.refs.cc/54321`	Friend referral link
`{{friend_customer.vip_milestone_description}}`	Earn 200 more Points to reach Silver!	Friend amount until next tier
`{{friend_customer.vip_tier.id}}`	3	Friend VIP tier level
`{{friend_customer.vip_tier.name}}`	Bronze	Friend VIP tier name
`{{reward_fulfillment.action_text}}`	View product	Reward CTA
`{{reward_fulfillment.action_url}}`	`https://example.com/product`	Reward URL
`{{reward_fulfillment.code}}`	XXXX-YYYY-ZZZZ	Reward code
`{{reward_fulfillment.name}}`	$5 off discount	Reward name
`{{reward_fulfillment.source_description}}`	Spent 500 points	Action completed
`{{reward_fulfillment.usage_instructions}}`	Use on your next subscription order and save!	Reward instructions
`{{reward_fulfillment.terms_and_conditions}}`	Reward can only be used on subscription products.	Reward terms and conditions

VIP tier achieved

This email is sent when a customer enters a new VIP tier.

Variable	Example	Placeholder text
`{{customer.email}}`	`john@example.com`	Customer email
`{{customer.first_name}}`	John	Customer first name
`{{customer.next_vip_tier.id}}`	2	Next VIP tier level
`{{customer.next_vip_tier.name}}`	Gold	Next VIP tier name
`{{customer.points_balance}}`	1000	Points balance
`{{customer.points_balance_formatted}}`	1000 Points	Points balance with currency name
`{{customer.referral_url}}`	`https://i.refs.cc/12345`	Referral link
`{{customer.vip_milestone_description}}`	Earn 500 more Points to reach Gold!	Amount until next tier
`{{customer.vip_tier.id}}`	1	VIP tier level
`{{customer.vip_tier.name}}`	Silver	VIP tier name

Tip: For examples of each customer email and when it’s sent, see Understand customer emails.

Getting started

Points

Referrals

VIP

On-site content & emails

Customers

Analytics & insights

Best practices

Plans & billing

FAQs

Use variables in customer emails

Insert a variable

Points earned

Reward redeemed

Birthday reward

Points expiry warning and last chance

Reward expiry

Referral shared through Smile

Friend received referral

Referral completed

VIP tier achieved

​Insert a variable

​Points earned

​Reward redeemed

​Birthday reward

​Points expiry warning and last chance

​Reward expiry

​Referral shared through Smile

​Friend received referral

​Referral completed

​VIP tier achieved

Insert a variable

Points earned

Reward redeemed

Birthday reward

Points expiry warning and last chance

Reward expiry

Referral shared through Smile

Friend received referral

Referral completed

VIP tier achieved