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 customer's real name at send time.
🛠️ How to use variables
Anywhere you can type text in the email editor — subject lines, headings, body text, button labels — you can paste a variable. Easy Reorder will swap it for the real value when the email is sent.
Just type or paste the variable exactly as shown below (curly braces included).
📋 Available variables
👤 Customer identity
{{shop_name}}— your store name{{shop_url}}— your store URL{{first_name}}— the customer's first name{{customer_zip}}— the customer's billing zip code
📦 Product
{{product_title}}— the product they're being reminded about{{product_image}}— the product image URL{{product_price}}— the product price{{product_url}}— the link to the product page{{variant_title}}— the variant name (size, color, etc.)
🛒 Order
{{order_number}}— the original order number{{order_date}}— when the original order was placed{{order_quantity}}— how many they ordered last time{{days_since_order}}— number of days since the original order
🔗 Links
{{reorder_link}}— one-click reorder URL for this product{{browse_link}}— link to their full Reorder Page{{orders_url}}— link to their Shopify order history{{contact_url}}— your store's contact page{{magic_link}}— pre-authenticated link to the Reorder Page
💸 Coupon
{{coupon_code}}— the discount code (if you've added one){{coupon_description}}— the discount description
📅 Misc
{{year}}— the current year (useful in footers)
📘 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 a customer doesn't have a first name on file, {{first_name}} will be blank. To avoid awkward emails like "Hi , time to restock!" — write your copy so it reads well even without the variable:
❌ "Hi {{first_name}}, ready to reorder?"
✅ "Hi {{first_name}}! Ready to reorder?"
The second version reads as "Hi! Ready to reorder?" when first name is missing, which still works.
🧪 Test before going live
Always send yourself a test email after adding variables so you can confirm they render correctly. We cover this in the "Send a test email" article.
Still have questions? Reach out and we'll help you set up the right variables for your campaign.