Personalize your email with contact attributes

❗️ Important
Please note that personalizing your email campaigns and transactional emails is only possible with normal contact attributes. You cannot personalize your email campaigns with transactional attributes that already exist for a contact in your Sendinblue account, you can only use transactional parameters for emails sent through an automation workflow where the transactional attributes are being generated by an event.

In this article, we will see how you can personalize your emails with contact attributes (first name, last name, email address, etc.) to engage your email recipients and improve metrics such as open rates and response rates using Sendinblue.

You can easily personalize emails with any contact attributes that you store in your Sendinblue contact list. You can add them to:

  • email subject line
  • sender from name or
  • the body of your email

❗️ Important
To use the personalization feature, please ensure your default settings are set to Use the Sendinblue NEW Template Language. Refer to this guide to check or update your settings, or learn how to convert your old emails here.

You will go over the following sections in this article to understand how you can execute the idea of personalization correctly:

Before you start

💡 Good to know
Contact attributes are data fields that are stored about your contacts within your Sendinblue contact list. Your attribute names describe each type of information you save about your contacts, such as their name, email address, phone number, gender, etc. 

  • Check the existing contact attributes in your Sendinblue account.
    Basic contact attributes such as first name, last name, email address, and phone number are automatically created for you in your platform language.
  • You can also add additional contact attributes you had listed by creating new ones here if you wish to personalize your emails further. Attribute names are always in CAPS and should never contain spaces.
  • Note that you can import the attribute data for your contacts and/or create a contact form to start collecting this information from new subscribers.
  • Make sure that the contact attributes are filled and are available in your contact list as shown below. If a field is empty for a client, nothing will be displayed in the email.


Inserting personalization in your email 

  • While designing your email, you will insert a placeholder that will be automatically replaced by the personalized information for each recipient at the time your email is sent.
  • The placeholder for a contact attribute is formatted like this:
    {{ contact.ATTRIBUTE }}
  • Make sure to keep the exact format with 2 curly brackets, spaces, and the attribute in CAPS.
  • You should replace the word ATTRIBUTE with the name of your Sendinblue contact attribute EXACTLY as it appears on your Contacts page in Sendinblue.

Let's create an example together to understand it more clearly:

We will use the sample contact below to personalize an email with contact attributes such as the contact's first name (FIRSTNAME), favorite color (FAVCOLOR), account manager (ACCOUNTMGR) at our company, and most recently purchased item (LASTPURCHASE). Personalize_subject-example2_EN.png

To insert our contact’s first name, we would insert the placeholder: 

{{ contact.FIRSTNAME }}

because the contact attribute for the first name is spelled exactly as FIRSTNAME in our contact list. 

💡 Good to know
Attribute names are always in CAPS and should never contain spaces or special characters like dashes - or underscores _.

Personalizing your email "Subject Line"

When creating your email, the Subject line is defined in the Setup step. You can use Add Personalization to add your contact attribute placeholders in your subject line as shown below.

Just click Add Personalization, pick your contact attribute in the list and choose what to display if the field is empty (you can leave this field blank). The contact attribute will appear in the Subject Line field in a red tag.

If the email is sent to the contact on our list,, whose contact attribute for FIRSTNAME is Matt, then the email subject will appear like this in his inbox. Voilà! 🙂


Personalizing your email "From Name"

It is a bit less common but you can also personalize the From Name in the Setup step. In this case, you need to manually add the placeholder {{ contact.ATTRIBUTE }} like in the example below.
For example, if your company assigns an account manager to each contact on your list, you might want to insert this person's name as the sender who the email is "from" rather than inserting your company's name so that they are more inclined to open the email.

When the email is sent to our sample contact,, whose contact attribute for ACCOUNTMGR is Bruce Banner, then the email will look like that:Exemple_attributes_from_name.png

Personalizing your email content 

You can use a Drag & Drop Editor in the Design step of the campaign to create your email from scratch in no time and add the personalization wherever you need with just two clicks as shown below.

You can either manually type your attribute placeholders, but we recommend you to use the Personalize dropdown menu and select the attribute to avoid typos.


Note that in the Drag & Drop Editor (New), the placeholders will appear in red tags just like here.

Now, it's easy to personalize your email in just a moment: 

Insert it in the Rich Text or Paste Your Code editors

If you prefer to create your emails in the Rich Text or Paste Your Code editors, you can manually add personalizations following the same format:  {{ contact.ATTRIBUTE }} where ATTRIBUTE is to be replaced by your own contact attributes.

Test your email personalization

Once your email design is ready with the personalized contact attributes you can preview it in the Confirmation step and then click on Send a test to check how the email would look after your recipients have received them.


Here is how your email would look like finally after being sent!



⏩ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don’t have an account yet, you can contact us here.