Email and Automations Variables

Last updated: August 17, 2026

What variables are

Variables are placeholders you drop into an email or automation that automatically fill in with each creator's own details when the message sends. You'll see them written inside double curly braces, like {{ creator_first_name }}. Write the message once, and every creator receives a version personalized to them.

Emails and automations use the exact same variables — one consistent list everywhere.

How to use them

Open the variable picker while writing an email or building an automation, choose the detail you want (e.g. "Program Referral Link"), and it inserts the matching placeholder into your message. When the message sends, each creator sees their own info there.

Tip: When sending a bulk email, use Preview with a real creator selected before sending, so you can see how the personalized message will look.

All available variables

Creator details

  • {{ creator_first_name }} — the creator's first name

  • {{ creator_last_name }} — the creator's last name

  • {{ creator_email }} — the creator's email address

  • {{ creator_address }} — the creator's address

  • {{ instagram_profile_handle }} — the creator's Instagram handle

  • {{ instagram_profile_name }} — the name on the creator's Instagram profile

  • {{ tiktok_profile_handle }} — the creator's TikTok handle

Your shop & program

  • {{ shop_name }} — your shop's name

  • {{ program_name }} — the program the creator is enrolled in

  • {{ program_referral_code }} — the creator's referral code for that program

  • {{ program_referral_link }} — the creator's referral link for that program

  • {{ program_reward }} — the reward for that program

  • {{ program_discount }} — the discount for that program

  • {{ program_cliff_reward }} — the reward for subsequent referred subscriptions

  • {{ program_cashback }} — the cashback value for that program

  • {{ program_signup_link }} — a link for the creator to sign up to the program

Rewards & wallet

  • {{ wallet_balance }} — the creator's current wallet balance

  • {{ unlocked_gift_amount }} — the gift amount the creator has unlocked

Links & actions

  • {{ portal_link }} — the creator's personal portal link

  • {{ instagram_auth_link }} — a link for the creator to connect/verify Instagram

  • {{ gifting_link }} — a link for the creator to redeem a gifting/seeding gift

  • {{ instagram_discovery_list_name }} — the Instagram Discovery list the creator is in

  • {{ meta_partnership_ads_permissioning_link }} — the creator's Meta Partnership Ads authorization link (Meta only)

SuperBrief (contextualized — see below)

  • {{ brief_name }} — the name of the SuperBrief campaign

  • {{ brief_link }} — a link for the creator to open their content brief

  • {{ brief_referral_link }} — the referral link tied to the creator's SuperBrief

  • {{ brief_referral_code }} — the referral code tied to the creator's SuperBrief

Contextualized variables

Some variables only fill in when the right context is present:

  • SuperBrief variables ({{ brief_name }}, {{ brief_link }}, {{ brief_referral_link }}, {{ brief_referral_code }}) fill in only when the email or automation is connected to a SuperBrief. In an automation, use a SuperBrief-related trigger (e.g. a creator added to the brief, or a task status changing). In an email, it should be part of a SuperBrief flow.

  • {{ brief_referral_link }} and {{ brief_referral_code }} go a step further — they only fill in when the creator has a referral link/code specific to that SuperBrief. If they only have a program-level one, use {{ program_referral_link }} / {{ program_referral_code }} instead.

  • {{ gifting_link }} needs a gifting/seeding campaign.

  • {{ meta_partnership_ads_permissioning_link }} applies to Meta only.

If a variable has nothing to fill in, it simply comes out blank instead of showing an error — which is why previewing with a real creator matters.

Older variable names still work

If you built emails, automations, or templates using the previous variable names, they keep working exactly as before — nothing to change but they don't have compatibility across Automations and Emails. The picker now shows the updated names, but the old placeholders still fill in. Common examples:

Older placeholder

Now shown as

{{ superbrief_name }}

{{ brief_name }}

{{ brief_magic_link }} / {{ sf_content_brief_magic_link }}

{{ brief_link }}

{{ referral_code }} / {{ sf_code }}

{{ program_referral_code }}

{{ referral_link }} / {{ sf_link }}

{{ program_referral_link }}

{{ customer_first_name }} / {{ sf_first_name }}

{{ creator_first_name }}

{{ sf_portal_url }}

{{ portal_link }}

(Other older names — e.g. sf_email, sf_shop_name, sf_balance, cliff_reward — also still resolve.) We recommend the new names for anything new, but there's no deadline and no forced switch.

FAQ

Q1. Do I have to update existing automations or templates?

A. No. Older variables keep working.

Q2. Why is a variable showing up blank?

A. It had nothing to fill in — e.g. a SuperBrief variable in a non-SuperBrief message, or a creator without a brief-specific code.

Q3. Difference between {{ program_referral_code }} and {{ brief_referral_code }}?

A. Program is the creator's code for the overall program; SuperBrief is a code tied to that one brief.

Q4. Will the same variable work in my bulk emails and in an automation?

A. Yes — it's one shared set across emails, automations, and connected email platforms.