Variables (sometimes called "merge tags" or "placeholders") let you personalize every reminder email automatically. Instead of writing the same generic copy for everyone, you drop a variable like {{first_name}} into your text and Easy Reorder fills in the real value at send time.
🛠️ How to use variables
In the email editor (Emails → Sequence → Edit), you can paste a variable into text, headings, button labels and link fields. Easy Reorder swaps it for the real value when the email is sent.
Just type or paste the variable exactly as shown below (curly braces included).
The subject line supports a shorter list. Under the subject box, the buttons next to Insert into subject: add the right ones for you. These work in the subject: {{first_name}}, {{shop_name}}, {{product_title}}, {{count}}, {{reorder_link}} and {{bundle_subject}} (a ready-made subject: "Time to reorder X", "Time to reorder X and Y", or "Time to reorder X and N more items", depending on how many products are in the email). The other variables below are for the body of the email.
📋 Available variables
👤 Customer identity
{{shop_name}}: your store name
{{shop_url}}: a link to your store
{{first_name}}: the customer's first name. If we don't have one, it reads "there"
{{customer_zip}}: the customer's zip code
📦 Product
{{product_title}}: the product they're being reminded about. If several products are in one email, this is the first one
{{count}}: how many products are in this email (1, 2, 3...)
{{product_image}}: the product image URL
{{product_price}}: the product price from their last order, like $24.99
{{product_url}}: the link to the product page
{{variant_title}}: the variant name (size, color, etc.)
🛒 Order
{{order_number}}: the original order number, like #1042
{{order_date}}: when the original order was placed, like Mar 20, 2026
{{order_quantity}}: how many they ordered last time, like 2 units
{{days_since_order}}: number of days since the original order
If one of these order details isn't available for a reminder, the email shows an example value instead (such as #1001 or Mar 20, 2026), so give them a quick test before relying on them.
🔗 Links
{{reorder_link}}: the customer's personal reorder link. It opens their reorder page already signed in
{{magic_link}}: the same link (the old name for it, from when reorder links were called magic links)
{{browse_link}}: a link to your store
{{orders_url}}: a link to the store's customer orders page
{{contact_url}}: a link to your store's contact page (your-store/pages/contact)
💸 Coupon
{{coupon_code}}: the discount code (if you've added one in a Coupon Code block)
{{coupon_description}}: the discount description
{{coupon_apply_url}}: a link that applies the discount, then lands the customer on their reorder page
📅 Misc
{{year}}: the current year (useful in footers)
🔀 Different wording for bundled emails
When a customer has several products due, they all go in one email. To word the email differently in that case, use this:
{% if bundle %}your favorites{% else %}{{product_title}}{% endif %}
If the email has more than one product, the customer sees "your favorites". If it has one, they see the product's name. The {% if bundle %} button under the subject box inserts this for you. Don't put one of these inside another.
📘 Example
A typical reminder subject line:
{{first_name}}, time to restock your {{product_title}}?
A typical button:
Reorder {{product_title}}
A typical opening line:
Hi {{first_name}}, it's been {{days_since_order}} days since you ordered {{product_title}}. Time to restock?
💡 Pro Tip: have a fallback
If we don't have a first name for a customer, {{first_name}} reads "there". So write your copy so it sounds right either way:
❌ "{{first_name}} - ready to reorder?" (reads "there - ready to reorder?")
✅ "Hi {{first_name}}! Ready to reorder?" (reads "Hi there! Ready to reorder?")
📮 Not a variable: the footer line
Every email ends with "You're receiving this because you ordered from {your store}." and an Unsubscribe link. Easy Reorder adds both, so you don't use a variable for them, and you can't remove them. Your own footer is a Footer block, where you can add your postal address. See Customize your reminder emails.
🧪 Test before going live
Always send yourself a test email after adding variables so you can confirm they render correctly. We cover this in Send a test email before going live.
Still have questions? Get in touch and we'll help.