Why Adding Custom Variables to Email Templates is Important

Personalized emails aren’t just a trend—they are proven to increase customer loyalty and improve engagement. According to recent statistics, emails with personalized subject lines generate 50% higher open rates. When your emails speak directly to your customers' needs and preferences, they are more likely to take action. Magento 2’s custom variable feature allows you to inject dynamic content into your emails, enhancing relevance and increasing conversion rates.

Whether you’re sending order updates, promotional emails, or customer service notifications, adding custom variables can make a huge difference in the customer experience.

Step-by-Step Guide to Adding Custom Variables to Magento 2 Email Templates

Step 1: Create a Custom Variable

Creating a custom variable is the first step. Here’s how you can do it:

• Log in to your Magento 2 Admin Panel.
• Navigate to System > Other Settings > Custom Variables.
• Click on Add New Variable to begin the creation process.
• Fill in the required information:
  • Variable Code: Enter a unique identifier for the variable (e.g., my_custom_variable). Keep it lowercase and separate words with underscores or hyphens.
  • Variable Name: This is for your internal reference (e.g., My Custom Variable).
  • Variable Value:
    • HTML Value: If you want to add formatted content (e.g., <strong> Bold Text</strong>).
    • Plain Text Value: If you prefer unformatted text (e.g., Plain text content).
• Once you’ve filled out the details, click Save to create the custom variable.

Step 2: Add the Custom Variable to an Email Template

Now that you've created a custom variable, it’s time to add it to your email template.

• Go to Marketing > Communications > Email Templates.
• Select an existing email template or create a new one.
• In the template editor, click Insert Variable. This will open a list of both predefined and custom variables.
• Find your custom variable in the list, and click on it to insert it into your email template.
• After adding the variable, don’t forget to save the changes to your template.

Step 3: Test the Template

Once your custom variable is added, it’s a good idea to test the email to make sure the variable is being replaced correctly with the dynamic content. You can use Magento's preview feature or send a test email to ensure everything looks good.

Common Magento 2 Email Template Variables

Magento 2 email templates come with several predefined variables that you can use for common tasks. Below is a list of some of the most commonly used variables:

Best Practices for Using Custom Variables in Magento 2 Email Templates

While adding custom variables is simple, there are a few best practices to keep in mind:

• Consistency: Ensure that your custom variables are named consistently across your templates to avoid confusion.
• Test: Always test your emails before sending them out. This ensures that the variables are correctly replaced with dynamic content.
• Relevance: Only use custom variables that provide meaningful and relevant content to your customers. Too much personalization can overwhelm the reader.
• Keep It Simple: Don’t overcomplicate your emails with too many variables. Focus on the most important elements like customer name, order information, or discounts.

Benefits of Personalizing Email Templates in Magento 2

Personalizing your email templates with custom variables offers several advantages:

• Increased Engagement: Personalized emails have higher open rates and click-through rates.
• Improved Customer Retention: Customers appreciate communication that feels tailored to them, which helps build loyalty.
• Better Conversion Rates: Emails that speak directly to customer preferences are more likely to drive conversions, whether it’s making a purchase or signing up for a service.

Troubleshooting Common Issues with Custom Variables in Magento 2

While adding custom variables is straightforward, there are a few common challenges that you might encounter. Here’s how to troubleshoot them:

Issue 1: Custom Variables Not Displaying Correctly

Solution: Double-check that the variable code is correctly formatted. For instance, make sure there are no spaces or unsupported characters. You can only use lowercase letters, numbers, and underscores or hyphens in your variable code.

Issue 2: Template Not Saving

Solution: Ensure that the template is correctly saved by checking the template list after saving. If changes don’t appear, clear the Magento cache to make sure that the latest template is being used.

Issue 3: Variables Showing as Plain Text

Solution: If your custom variables are showing as plain text rather than dynamic content, make sure that the appropriate content type (HTML or plain text) is selected when defining your custom variable.

Conclusion

Custom variables are a key tool for personalizing your Magento 2 email templates and improving your communication with customers. By adding these variables, you can create dynamic, customer-specific emails that enhance engagement and drive sales.

Whether you’re adding customer names, order details, or product recommendations, custom variables allow you to send emails that are more relevant and impactful. The process is simple and easy to implement, and the results are well worth the effort.

If you’re looking to take your email communication to the next level, start using custom variables today. With the ability to create tailored, dynamic content, you can enhance your customers’ experience and increase your chances of turning one-time buyers into loyal customers.

For additional help or to dive deeper into Magento 2 customization, feel free to reach out to us for expert advice and support.