Template Language

Merge tags are placeholders you insert into a template so values can be filled in automatically at send time. In Lettr templates, merge tags use a structured template language that goes beyond simple field replacement. You can output variables, set defaults when data is missing, conditionally render sections, loop through arrays, and safely generate personalized links—all using a consistent brace-based syntax. This guide covers what you need to confidently use merge tags in production templates: how data is resolved, how to write expressions and logic, how link substitution behaves, and how to test and troubleshoot common issues.

Providing Data at Send Time

To populate merge tags, include a substitution_data object in your API request:

await lettr.emails.send({
  from: 'you@example.com',
  to: ['recipient@example.com'],
  subject: 'Your Order Confirmation',
  template_slug: 'order-confirmation',
  substitution_data: {
    customer_name: 'John Smith',
    order_id: 'ORD-12345',
    order_total: '$99.99',
    items: [
      { name: 'Widget', quantity: 2, price: '$49.99' },
      { name: 'Gadget', quantity: 1, price: '$49.99' }
    ]
  }
});

The substitution_data object can contain:

Strings: Simple text values
Numbers: Numeric values for calculations or display
Booleans: For conditional rendering
Objects: Nested data accessible via dot notation
Arrays: For looping through multiple items

All values in substitution_data are converted to strings when rendered. Numbers and booleans work in conditionals but output as text.

Understanding substitution_data vs metadata

Lettr supports two data objects you can include when sending emails:

Field	Purpose	Used in Templates	Available in Webhooks
`substitution_data`	Populate merge tags	Yes	No
`metadata`	Custom tracking data	No	Yes

Use substitution_data for any values that should appear in your email content (names, order details, personalized URLs, etc.). Use metadata for tracking information you want to receive in webhook payloads (internal IDs, campaign codes, A/B test variants, etc.).

await lettr.emails.send({
  from: 'you@example.com',
  to: ['recipient@example.com'],
  subject: 'Welcome!',
  template_slug: 'welcome-email',
  // Used in the email template
  substitution_data: {
    name: 'Jane',
    signup_date: 'January 15, 2026'
  },
  // Passed to webhooks, NOT rendered in email
  metadata: {
    user_id: '12345',
    campaign: 'jan-2026-promo'
  }
});

Template Variables

Merge tags read values from JSON data provided at send time. The template language supports two common data scopes: substitution data and metadata. When the same key exists in more than one place, values are resolved using precedence rules: recipient-level data takes priority over transmission-level data, and substitution data takes priority over metadata.

Key Naming Rules

Variable keys must contain only US-ASCII letters, digits, and underscores. Keys must not start with a digit.

Certain words are reserved by the template language and cannot be used as custom keys:address, email, email_id, env_from, return_path, and, break, do, else, elseif, end, false, for, function, if, local, nil, not, or, each, return, then, true, until, while

Common Built-in Recipient Fields

In addition to your own keys, you can reference common recipient fields when they are present in your send context:

Field	Description
`address.name`	Recipient’s display name
`address.email`	Recipient’s email address
`email` or `email_id`	Shorthand for recipient email
`env_from`	Return-Path/bounce address

Availability depends on what your system provides at send time.

Expressions: Inserting Values

An expression is anything inside double curly braces. Expressions output a value into your template. Whitespace inside the braces is ignored, so {{value}} and {{ value }} behave the same.

Basic Variable Output

Template

<p>Hello, {{first_name}}!</p>

Data

{
  "first_name": "Jordan"
}

Result

<p>Hello, Jordan!</p>

Missing Variables Become Empty Strings

If a variable does not exist or its value is null, it renders as an empty string.

Template

Name: {{name}}
Age: {{age}}
Title: {{job}}

Data

{
  "name": "Jane",
  "age": null,
  "job": "Software Engineer"
}

Result

Name: Jane
Age:
Title: Software Engineer

Default Values with `or`

To avoid empty output when data is missing, use or to provide a fallback value.

Template

<p>Hello {{ first_name or 'Customer' }},</p>

Data

{
  "first_name": null
}

Result

<p>Hello Customer,</p>

Use or fallbacks anywhere a blank value would make the copy awkward—greetings and short labels are common examples.

Nested Object Paths

You can access nested fields using dot notation or bracket notation. Bracket access is useful for keys with special characters or for dynamic property access.

Template

Street: {{address.street}}
City: {{address['city']}}
Dynamic: {{address[part]}}

Data

{
  "address": { "street": "Howard Street", "city": "San Francisco" },
  "part": "street"
}

Result

Street: Howard Street
City: San Francisco
Dynamic: Howard Street

Array Indexing

You can access individual array elements using bracket notation. Array indexes start at 1 (not zero).

Template

First item: {{items[1]}}
Second item name: {{shopping_cart[2].name}}

Data

{
  "items": ["apple", "banana", "cherry"],
  "shopping_cart": [
    { "name": "Jacket", "price": 39.99 },
    { "name": "Gloves", "price": 5 }
  ]
}

Result

First item: apple
Second item name: Gloves

Escaping: Double vs Triple Braces

The escaping behavior depends on the content type:

HTML and AMP HTML content: Values inserted with {{ ... }} are HTML-escaped by default
Plain text content: Values are NOT HTML-escaped

If you intentionally want unescaped output in HTML content (for example, inserting trusted HTML), use triple braces {{{ ... }}}.

Template

Escaped: {{custom_html}}
Unescaped: {{{custom_html}}}

Data

{
  "custom_html": "<b>Hello, World</b>"
}

Result

Escaped: &lt;b&gt;Hello, World&lt;/b&gt;
Unescaped: <b>Hello, World</b>

Disabling HTML escaping without properly sanitizing the input may expose recipients to CSRF or XSS attacks. Only use triple braces with trusted content.

Statements: Conditionals and Loops

Statements also use brace syntax but start with keywords such as if and each. Statements control what gets rendered rather than outputting a direct value.

Statements on their own line will not produce a blank line in the output. Any whitespace after the statement also won’t render.

Conditional Blocks

An if block renders when its condition is true. You can include elseif branches and a final else, closing the block with end.

Template

{{if signed_up}}
  <p>Welcome back!</p>
{{elseif rejected_sign_up}}
  <p>We won't follow up again.</p>
{{else}}
  <p>Please sign up to get started.</p>
{{end}}

Data

{
  "signed_up": false,
  "rejected_sign_up": false
}

Result

<p>Please sign up to get started.</p>

You can also use the optional then keyword after the condition:

Template

{{if signed_up then}}
  <p>Welcome</p>
{{end}}

Operators in Conditions

Conditions support relational comparisons and logical operators:

Operator	Description
`==`	Equal to
`!=`	Not equal to
`<`	Less than
`>`	Greater than
`<=`	Less than or equal
`>=`	Greater than or equal
`and`	Logical AND
`or`	Logical OR
`not`	Logical NOT

Template

{{if age > 30 and address.state == "MD"}}
  Eligible for the regional offer.
{{end}}

Data

{
  "age": 41,
  "address": { "state": "MD" }
}

Array Length with `#`

Use the # prefix to get the length of an array.

Template

Items in cart: {{#shopping_cart}}

Data

{
  "shopping_cart": [
    { "name": "Jacket" },
    { "name": "Gloves" }
  ]
}

Result

Items in cart: 2

Arithmetic in Expressions

Basic arithmetic operators are supported: +, -, *, and /.

Template

Discounted price: ${{price - 5}}

Data

{
  "price": 15
}

Result

Discounted price: $10

Looping with `each`

Use each to iterate over an array. Inside the loop, loop_var holds the current item and loop_index holds the current index. If the array is empty or null, nothing is rendered.

If you’re building templates in the visual editor and don’t need code-level loop control, consider using Loop Blocks instead. Loop Blocks provide the same repeating functionality through a drag-and-drop interface.

Array of Strings

Template

{{each children}}
You have a child named {{loop_var}}.
{{end}}

Data

{
  "children": ["Rusty", "Audrey"]
}

Result

You have a child named Rusty.
You have a child named Audrey.

Array of Objects

Template

{{each shopping_cart}}
Item: {{loop_var.name}}, Price: {{loop_var.price}}
{{end}}

Data

{
  "shopping_cart": [
    { "name": "Jacket", "price": 39.99 },
    { "name": "Gloves", "price": 5 }
  ]
}

Result

Item: Jacket, Price: 39.99
Item: Gloves, Price: 5

Nested Loops with `loop_vars`

In nested loops, use loop_vars.<arrayName> to reference the current item of a specific loop and avoid ambiguity.

Template

{{each shopping_cart}}
Item: {{loop_vars.shopping_cart.name}}
  {{each loop_vars.shopping_cart.a_nested_array}}
    Nested value: {{loop_vars.a_nested_array.key}}
  {{end}}
{{end}}

Links and URLs

Links require extra care because template systems often extract and rewrite URLs for tracking. To ensure a link is recognized correctly, the URL should start with a literal protocol (http:// or https://) in the template itself—not embedded only inside a variable.

If the protocol (e.g., https://) is stored inside a variable rather than written literally in the template, the link won’t be recognized correctly and won’t be tracked.

Query Strings and Encoding

When expressions are used inside link URLs, inserted values are URL-encoded by default (not HTML-escaped). This is usually what you want for query string parameters.

Template

<a href="https://company.com/deals?user={{user}}&code={{offercode}}">Go</a>

Data

{
  "user": "john",
  "offercode": "Daily Deal!"
}

Result

<a href="https://company.com/deals?user=john&code=Daily%20Deal%21">Go</a>

No spaces are allowed when an expression is used inside a query string. Keep expression formatting tight.

Disabling URL Encoding

If you need to insert a URL segment that is already correctly encoded, use triple braces inside the URL to disable URL encoding.

Template

<a href="https://{{{link}}}">Open</a>

Data

{
  "link": "www.company.com/groups/join?user=clark"
}

Result

<a href="https://www.company.com/groups/join?user=clark">Open</a>

Disabling URL encoding without handling encoding in your application may expose recipients to CSRF or XSS attacks.

Links Inside Statements

When links appear inside if blocks or each loops, keep clean whitespace boundaries (newlines or clear spacing) around statement tags so URL extraction remains reliable.

Template

{{if host}}
https://{{{host}}}/
{{else}}
https://www.example.com/
{{end}}

Link Attributes

You can add special attributes to links to control tracking behavior and add metadata.

Link Names

Add a custom name to a link for easier identification in analytics:

<a href="http://www.example.com" data-msys-linkname="banner">Example</a>

Link names are limited to 63 bytes and will be automatically truncated if longer.

Unsubscribe Links

Mark a link as an unsubscribe action to generate proper unsubscribe events:

<a href="http://www.example.com/unsub_handler?id=1234" data-msys-unsubscribe="1">Unsubscribe</a>

Click tracking must be enabled for unsubscribe events to be generated.

Disable Click Tracking

Prevent a specific link from being tracked:

<a href="http://www.example.com/" data-msys-clicktrack="0">Click</a>

Custom Sub-Paths

Add a custom path segment to the tracked link URL:

<a href="http://www.example.com/" data-msys-sublink="custom_path">Click</a>

The generated tracked link will include your custom path: http://<tracking-domain>/f/custom_path/<encoded-target-url>

Text Link Attributes

For plain text email content, use double-bracket notation to add link attributes:

http://www.example.com[[data-msys-clicktrack="0"]]

Macros: Built-in Helpers

Macros look like function calls: a name followed by parentheses. They provide helpers for common template patterns that are awkward to express with plain expressions.

`empty(array)`

Returns true when an array is empty (or effectively empty). Useful for skipping headings, tables, or repeated sections when there is nothing to show.

Template

{{if not empty(shopping_cart)}}
  <table>
    <tr><th>Name</th><th>Price</th></tr>
    {{each shopping_cart}}
      <tr>
        <td>{{loop_var.name}}</td>
        <td>${{loop_var.price}}</td>
      </tr>
    {{end}}
  </table>
{{else}}
  <p><b>Your cart is empty.</b></p>
{{end}}

Data

{
  "shopping_cart": [
    { "name": "Jacket", "price": 39.99 },
    { "name": "Gloves", "price": 5 }
  ]
}

Result

<table>
  <tr><th>Name</th><th>Price</th></tr>
  <tr>
    <td>Jacket</td>
    <td>$39.99</td>
  </tr>
  <tr>
    <td>Gloves</td>
    <td>$5</td>
  </tr>
</table>

`render_dynamic_content()`

Expressions inside a variable’s string value are not evaluated automatically. If you store a chunk of template-ready HTML (containing merge tags and links) inside a variable, render it using render_dynamic_content(). This macro executes all expressions and tracks all links within the dynamic content. Use this macro with content stored in these special variables:

dynamic_html - for HTML content
dynamic_amp_html - for AMP HTML content
dynamic_plain - for plain text content

The dynamic content will be correctly rendered without HTML escaping, regardless of whether double or triple curly braces are used.

HTML Dynamic Content

Template

<p>Recommended for you:</p>
{{ render_dynamic_content(dynamic_html.reco_block) }}

Data

{
  "username": "foo",
  "dynamic_html": {
    "reco_block": "<p><a href=\"http://www.example.com?q={{username}}\">Click here</a></p>"
  }
}

Result

<p>Recommended for you:</p>
<p><a href="http://www.example.com?q=foo">Click here</a></p>

AMP HTML Dynamic Content

Data

{
  "substitution_data": {
    "dynamic_amp_html": {
      "my_amp_chunk": "<amp-img width=\"30\" height=\"30\" src=\"https://www.example.com?u={{username}}\">"
    }
  }
}

Dynamic Content with Loops

You can combine render_dynamic_content() with loops to render multiple dynamic blocks:

Template

<h3>Today's special offers</h3>
<ul>
{{each offers}}
<li>{{render_dynamic_content(dynamic_html[loop_var])}}</li>
{{end}}
</ul>

Data

{
  "offers": ["offer1", "offer2"],
  "dynamic_html": {
    "offer1": "<strong>50% off shoes!</strong>",
    "offer2": "<em>Free shipping on orders over $50</em>"
  }
}

Result

<h3>Today's special offers</h3>
<ul>
<li><strong>50% off shoes!</strong></li>
<li><em>Free shipping on orders over $50</em></li>
</ul>

`render_snippet()`

Renders reusable content blocks (snippets) that are managed separately from your templates. The system automatically selects the appropriate content type (HTML, plain text, or AMP HTML) based on the context.

Template

<html>
<p>Our body content</p>
{{ render_snippet("ourfooter") }}
</html>

You can also use a variable to specify the snippet ID:

Template

{{ render_snippet(banner_id) }}

Snippet Limitations:

Snippets cannot reference other snippets (no nested render_snippet calls)
Snippets cannot use render_dynamic_content
A template may use render_snippet at most 5 times
If a render_snippet call references a non-existent snippet, the message will fail with a generation error

Outputting Literal Braces

If you need to output literal curly braces (for example, when documenting syntax or embedding another templating system), use the brace-output macros:

Macro	Output
`{{opening_single_curly()}}`	`{`
`{{closing_single_curly()}}`	`}`
`{{opening_double_curly()}}`	`{{`
`{{closing_double_curly()}}`	`}}`
`{{opening_triple_curly()}}`	`{{{`
`{{closing_triple_curly()}}`	`}}}`

Testing Merge Tags

A reliable merge-tag workflow treats templates and data as a pair.

Define your data contract

Decide which keys must exist, which are optional, and which values need defaults.

Add fallbacks for optional fields

Use or fallbacks anywhere a blank value would make the copy awkward.

Test with complete data

Validate the template renders correctly with all fields populated.

Test with sparse data

Validate with intentionally missing fields to expose where you need defaults or conditional blocks.

Validate links

Click links in test messages, especially when merge tags appear in query strings.

Remember that URL values are encoded by default inside links, and keep expression formatting tight (avoid unnecessary spaces) in query strings.

Troubleshooting

Merge tag appears literally in output

The most common cause is a syntax issue: typos, missing braces, or mismatched quotes. It can also happen when using a reserved keyword as a key. Reinsert the tag carefully and verify the key naming rules.

Merge tag resolves to empty value

Confirm whether the input data is missing or null. Decide whether a default via or is sufficient, or whether an if block should hide the surrounding sentence entirely.

Link breaks or behaves inconsistently

Confirm the URL starts with a literal http:// or https:// in the template. Verify the merge tag is placed in the correct field (link destination for URL-producing values). When links appear inside loops or conditionals, keep statement boundaries clean so link extraction remains reliable.

Link is not being tracked

If the protocol is stored inside a variable rather than written literally in the template, the link won’t be recognized for tracking. Ensure the protocol appears literally in your template code.

Templates Introduction

Get started with email templates

Topol Email Editor

Design emails with the visual editor

Loop Blocks

Visual drag-and-drop repeating content

Test Emails

Preview templates before sending

Template Versions

Manage template versions

Campaign Merge Tags

{{unsubscribe_link}} and {{webversion_link}} for marketing campaigns

​Providing Data at Send Time

​Understanding substitution_data vs metadata

​Template Variables

​Key Naming Rules

​Common Built-in Recipient Fields

​Expressions: Inserting Values

​Basic Variable Output

​Missing Variables Become Empty Strings

​Default Values with or

​Nested Object Paths

​Array Indexing

​Escaping: Double vs Triple Braces

​Statements: Conditionals and Loops

​Conditional Blocks

​Operators in Conditions

​Array Length with #

​Arithmetic in Expressions

​Looping with each

​Array of Strings

​Array of Objects

​Nested Loops with loop_vars

​Links and URLs

​Query Strings and Encoding

​Disabling URL Encoding

​Links Inside Statements

​Link Attributes

​Link Names

​Unsubscribe Links

​Disable Click Tracking

​Custom Sub-Paths

​Text Link Attributes

​Macros: Built-in Helpers

​empty(array)

​render_dynamic_content()

​HTML Dynamic Content

​AMP HTML Dynamic Content

​Dynamic Content with Loops

​render_snippet()

​Outputting Literal Braces

​Testing Merge Tags

​Troubleshooting

​Related Topics

Templates Introduction

Topol Email Editor

Loop Blocks

Test Emails

Template Versions

Campaign Merge Tags

Providing Data at Send Time

Understanding substitution_data vs metadata

Template Variables

Key Naming Rules

Common Built-in Recipient Fields

Expressions: Inserting Values

Basic Variable Output

Missing Variables Become Empty Strings

Default Values with `or`

Nested Object Paths

Array Indexing

Escaping: Double vs Triple Braces

Statements: Conditionals and Loops

Conditional Blocks

Operators in Conditions

Array Length with `#`

Arithmetic in Expressions

Looping with `each`

Array of Strings

Array of Objects

Nested Loops with `loop_vars`

Links and URLs

Query Strings and Encoding

Disabling URL Encoding

Links Inside Statements

Link Attributes

Link Names

Unsubscribe Links

Disable Click Tracking

Custom Sub-Paths

Text Link Attributes

Macros: Built-in Helpers

`empty(array)`

`render_dynamic_content()`

HTML Dynamic Content

AMP HTML Dynamic Content

Dynamic Content with Loops

`render_snippet()`

Outputting Literal Braces

Testing Merge Tags

Troubleshooting

Related Topics