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Email Editor

Score CRM provides a powerful email editor with HTML editing, live preview, and personalization features.

Editor Interface​

Email Editor

The editor uses a code-based approach with a side-by-side live preview. You write HTML on the left and see the rendered result on the right in real-time.

Merge Tags​

Merge tags let you personalize emails for each recipient. They are replaced with actual customer data at send time.

Syntax​

{{field_name}}
{{field_name|fallback_value}}

Available Merge Tags​

Standard Fields​

TagDescription
{{email}}Recipient's email address
{{first_name}}First name
{{last_name}}Last name
{{phone}}Phone number
{{city}}City
{{country}}Country
{{score}}Numeric score

Custom Fields​

Access any custom field with the custom. prefix:

{{custom.plan_type}}
{{custom.company}}
{{custom.signup_date}}

Special Tags​

TagDescription
{{unsubscribe_url}}One-click unsubscribe link (always include this!)
{{web_version_url}}Link to view the email in a browser
{{campaign_name}}The campaign's internal name
{{campaign_subject}}The campaign's subject line

Fallback Values​

Use the pipe (|) syntax to provide a default when a field is empty:

<p>Hi {{first_name|there}},</p>
<p>Your {{custom.plan_type|free}} plan is active.</p>

If first_name is empty, the recipient sees "Hi there,".

Spintax​

Spintax creates randomized content variations within a single email. Each recipient receives a randomly selected option.

Syntax​

{option1|option2|option3}

Examples​

<p>{Hi|Hello|Hey} {{first_name|there}},</p>
<p>{We have exciting news|Big announcement|Something special for you}!</p>
<p>{Check out our latest|Discover our newest|Explore our freshest} products.</p>

Each recipient randomly receives one of the options between the curly braces. This helps with deliverability by reducing content fingerprinting.

info

Spintax uses single curly braces {...|...} while merge tags use double curly braces {{...}}. They can be combined in the same email.

HTML Best Practices​

Email-Safe HTML​

Email clients have limited HTML/CSS support. Follow these guidelines:

  • Use tables for layout: Flexbox and CSS Grid are not widely supported in email clients
  • Inline CSS: Use style attributes rather than <style> blocks
  • Set widths explicitly: Use fixed pixel widths for consistent rendering
  • Include alt text: Always add alt attributes to images
  • Test across clients: Preview in Gmail, Outlook, Apple Mail, and mobile clients

Required Elements​

Every marketing email should include:

  1. Unsubscribe link: Use {{unsubscribe_url}} — this is legally required in most jurisdictions
  2. Physical address: Include your organization's mailing address (CAN-SPAM requirement)
  3. Web version link: Consider adding {{web_version_url}} for recipients with rendering issues

Example Template​

<!DOCTYPE html>
<html>
<head>
  <meta charset="utf-8">
  <meta name="viewport" content="width=device-width, initial-scale=1.0">
</head>
<body style="margin: 0; padding: 0; background-color: #f4f4f4;">
  <table width="100%" cellpadding="0" cellspacing="0">
    <tr>
      <td align="center">
        <table width="600" cellpadding="0" cellspacing="0" style="background: #ffffff;">
          <!-- Header -->
          <tr>
            <td style="padding: 20px; text-align: center;">
              <h1>{{campaign_subject}}</h1>
            </td>
          </tr>
          <!-- Body -->
          <tr>
            <td style="padding: 20px;">
              <p>Hi {{first_name|there}},</p>
              <p>Your email content goes here.</p>
            </td>
          </tr>
          <!-- Footer -->
          <tr>
            <td style="padding: 20px; text-align: center; font-size: 12px; color: #999;">
              <p>
                <a href="{{unsubscribe_url}}">Unsubscribe</a> |
                <a href="{{web_version_url}}">View in browser</a>
              </p>
              <p>123 Main St, City, State 12345</p>
            </td>
          </tr>
        </table>
      </td>
    </tr>
  </table>
</body>
</html>

Plain Text Version​

Score CRM auto-generates a plain text version from your HTML. You can also write a custom plain text version manually in the editor. Including a plain text version improves deliverability and accessibility.