Email variables reference and how to customize email templates with HTML

Overview

Every notification email in Wishlist Club can be customized using HTML and dynamic variables. This page is your complete reference for editing email templates, inserting dynamic content, displaying products correctly, and testing your emails before you publish changes.

How to open the email editor

How email variables work

Email variables are placeholders that Wishlist Club replaces with real store, customer, or product information when the email is sent. This lets you create one template that automatically personalizes itself for each recipient.

For example:

<p>Hi {{customer_name}},</p>
<p>Good news—items from your wishlist are available now.</p>

When the email is delivered, {{customer_name}} is replaced with the customer's actual name.

Complete variable reference

All email templates in Wishlist Club use the same core variable library, with one additional variable that is only used in the email verification template.

Store variables

Use these variables to show store information in the email.

• {{shop}} — Your Shopify store domain, such as yourstore.myshopify.com

• {{store_name}} — Your store's display name

• {{store_email}} — Your store's contact email address

• {{money_format}} — Your store's currency format, such as $, £, or €

Customer variables

Use these variables to personalize emails for each subscriber or shopper.

• {{customer_name}} — The customer's full name

• {{unsubscribe_url}} — A unique unsubscribe link for that customer

Email verification variable

This variable is only used in the Email Verification template.

• {{verification_token_url}} — The customer's unique email verification link

Product variables

Use these variables inside your product table to display details for wishlist items or subscribed products.

• {{product[title]}} — Product name

• {{product[sku]}} — Product SKU

• {{product[price]}} — Current product price

• {{product[compare_at_price]}} — Original or compare-at price

• {{product[product_id]}} — Shopify product ID

• {{product[variant_id]}} — Shopify variant ID

• {{product[image]}} — Product image URL

• {{product[add_to_cart_link]}} — Direct add-to-cart link

• {{product[view_product_link]}} — Product page link

The required wc-product-tbl class

If your email template displays products, the HTML table that contains the product variables must include the class wc-product-tbl. This is required for Wishlist Club to recognize the product section and render product data correctly.

Use this structure:

<table class="wc-product-tbl">
  <tr>
    <td><img src="{{product[image]}}" alt="{{product[title]}}" /></td>
    <td>
      <p>{{product[title]}}</p>
      <p>{{product[price]}}</p>
      <p><a href="{{product[view_product_link]}}">View product</a></p>
    </td>
  </tr>
</table>

Recommended email template structure

If you are building or cleaning up a template, use a simple structure that includes:

• A greeting

• A short message explaining why the customer received the email

• A product table with the wc-product-tbl class, when product content is needed

• A clear call to action such as View product or Add to cart

• An unsubscribe link when appropriate

Example:

<p>Hi {{customer_name}},</p>
<p>One or more products you're following are now available.</p>

<table class="wc-product-tbl">
  <tr>
    <td><img src="{{product[image]}}" alt="{{product[title]}}" width="120" /></td>
    <td>
      <p><strong>{{product[title]}}</strong></p>
      <p>Price: {{product[price]}}</p>
      <p><a href="{{product[view_product_link]}}">View product</a></p>
      <p><a href="{{product[add_to_cart_link]}}">Add to cart</a></p>
    </td>
  </tr>
</table>

<p>If you no longer want these emails, you can unsubscribe here: <a href="{{unsubscribe_url}}">Unsubscribe</a></p>

Best practices for customizing email templates

• Keep the layout simple so the email renders well across devices and inboxes.

• Use inline-friendly, email-safe HTML rather than relying on complex layouts.

• Make your main call to action easy to spot.

• Always test changes before saving them as your live version.

• Keep required variables, especially {{verification_token_url}} in verification emails and wc-product-tbl in product sections.

• Use both product links and clear copy so customers know what action to take next.

Common mistakes to avoid

• Deleting the wc-product-tbl class from the product table

• Removing the verification link from the email verification template

• Typing variable names incorrectly

• Using product variables outside the product table section

• Publishing a large HTML change without previewing or testing it first

How to preview and test your email

Before you publish any template update, preview the email and send a test whenever that option is available in the editor. This helps you confirm that:

• Variables are being replaced correctly

• Product images and links appear as expected

• Buttons and text links go to the correct destination

• The layout works on both desktop and mobile email clients

Quick checklist before going live

• Your greeting and message are clear

• All variable names are spelled correctly

• The product section uses class="wc-product-tbl"

• All links work correctly

• The unsubscribe link is present where needed

• The verification email includes {{verification_token_url}}

• You previewed and tested the email before publishing

Frequently asked questions

Need help?

If you are not sure which file to edit, or you would rather have us handle the installation, contact our support team:

• Email: [email protected]

• Live chat: available from the app admin

• Free onboarding 1:1 call