{"id":2199,"date":"2026-11-10T13:25:50","date_gmt":"2026-11-10T12:25:50","guid":{"rendered":"https:\/\/www.mailfino.com\/?p=2199"},"modified":"2026-11-10T13:54:19","modified_gmt":"2026-11-10T12:54:19","slug":"newsletter-personalisierung-platzhalter","status":"publish","type":"post","link":"https:\/\/www.mailfino.com\/en\/newsletter-personalisierung-platzhalter\/","title":{"rendered":"What are email personalization placeholders?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A placeholder in an email draft represents a value that varies by recipient, such as a first name. When preparing each message, the sending system inserts the value from that contact\u2019s record. One draft can therefore produce different greetings.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1.webp\" alt=\"Two contact cards beside a newsletter with a highlighted field.\" class=\"wp-image-2189\" srcset=\"https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1.webp 1200w, https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1-300x200.webp 300w, https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1-1024x683.webp 1024w, https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1-768x512.webp 768w, https:\/\/www.mailfino.com\/wp-content\/uploads\/2026\/11\/mailfino-glossar-personalisierung-v1-18x12.webp 18w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What happens when data is missing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A missing value or an incorrectly mapped field can leave a gap in the sentence. Set a neutral fallback if your tool supports it, or use wording that works without the field. Preview the email with one complete and one incomplete contact record.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Greeting example<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A draft with a first-name field produces \u201cHi Lisa\u201d for Lisa. For a contact with no first name, the fallback could be \u201cHello\u201d. Check punctuation and spacing in both variants. mailfino\u2019s recipient-specific preview shows the newsletter content. The recipient-specific preview is not available for the subject line or the plain-text alternative.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Further reading<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><a href=\"\/en\/newsletter-editor\/\">Personalized previews in the newsletter editor<\/a><\/li>\n\n\n\n<li><a href=\"\/en\/glossar-betreffzeile\/\">What is an email subject line?<\/a><\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en\/glossar\/\">Back to the email marketing glossary<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Ein Platzhalter steht im Newsletter-Entwurf f\u00fcr einen individuellen Wert, etwa den Vornamen. Beim Erstellen der Nachricht setzt das Versandsystem den Wert aus dem jeweiligen Kontaktdatensatz ein. So kann derselbe Entwurf unterschiedliche Anreden erzeugen. Was passiert bei fehlenden Daten? Ein leerer oder falsch zugeordneter Wert kann eine L\u00fccke im Satz hinterlassen. Hinterlegen Sie einen neutralen Ersatztext, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2189,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allgemein"],"_links":{"self":[{"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/posts\/2199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/comments?post=2199"}],"version-history":[{"count":2,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/posts\/2199\/revisions"}],"predecessor-version":[{"id":2247,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/posts\/2199\/revisions\/2247"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/media\/2189"}],"wp:attachment":[{"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/media?parent=2199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/categories?post=2199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mailfino.com\/en\/wp-json\/wp\/v2\/tags?post=2199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}