Make texts and images replaceable

To make a text or image replaceable, right-click it in the editor and select Personalise element. A personalised element shows different content for each recipient, such as their name, company or contact details, so one project can be personalised for many people. The content for each recipient comes from the mail module or from URL parameters.

You can personalise headings, text elements and images. Select one element at a time.

Personalising a text

You can replace the whole text of a heading or text element, or only parts of it. To replace a part, put a variable between square brackets in the text, such as [city]. You can use any word between the brackets. Each bracketed word becomes its own field.

1. If you want to replace only part of the text, type the variable between square brackets in the text, for example [city]. Skip this step to replace the whole text.
2. Right-click the heading or text element and select Personalise element.
3. Under "What do you want to replace?", choose Replace part of text or Completely replaced. Replace part of text can only be selected when the text contains a variable in square brackets.
4. For each field, check the name under "What do you call this field", or enter one.
5. Under "When field is empty", choose Show default value or Delete element completely.
6. If you chose Show default value, enter the text under "What is the default value".
7. Click Save personalised items.
8. Publish the project to apply the changes to the live page.

The default value starts empty. If you choose Show default value and leave the default value empty, a page viewed without personalisation shows nothing in place of the variable, or an empty text for a completely replaced text: "Dear [name]," becomes "Dear ,". Enter a default value, or choose Delete element completely to hide the element instead.

Settings for a personalised element

The Personalise elements popup shows these settings for each field of a personalised text or image:

• What do you call this field: the name of the field. For a variable in square brackets, it is filled in from the bracketed word. The name is also used for URL parameters.
• When field is empty: what the page shows when no value is supplied. Show default value shows the default value for a text, or the image you placed in the editor for an image. Delete element completely hides the entire text or image element, even when only part of the text is personalised.
• What is the default value: the text shown when no value is supplied. This setting is only available for texts, when Show default value is selected.
• Mail module: when Adjustable by user is selected (the default), the field appears in the mail module, so the sender can fill it in for each mailing. When it's cleared, the field doesn't appear in the mail module.

The default values are part of every published version of the page, so a page that isn't personalised, such as one shared with a general audience, shows the default values.

Personalising an image

To show a different image for each recipient, personalise the image element:

1. Right-click the image and select Personalise element.
2. Under "When field is empty", choose Show default value to keep the image you placed in the editor, or Delete element completely to hide the image.
3. Optional: select Replace with user's profile image to show the profile image of the Maglr user who sends the publication with the mail module, or a generated name tag if that user has no profile image.
4. Click Save personalised items.
5. Publish the project to apply the changes to the live page.

Reserved variables for the mail module

When you send a publication with the mail module, the mail module fills in these variables automatically. Write them in your text exactly as shown, in uppercase and between square brackets, and personalise the element with Replace part of text, as described in the steps under Personalising a text. A variable typed in a text that isn't personalised shows on the live page as typed. A variable in lowercase, such as [firstname], is not filled in automatically.

The [USER_IMAGE] variable is what the Replace with user's profile image option uses for an image. Reserved variables are not filled in through URL parameters.

For how to send a publication with the mail module, see Send a personalised publication.

Personalising with URL parameters

You can supply values for personalised fields by adding parameters to the live URL of a published page. Add ?replace=true to the URL, followed by one parameter for each field you want to fill.

The parameter name is the field's name from "What do you call this field", in lowercase, with spaces and special characters other than hyphens removed. For example, a field called "Job title" becomes jobtitle:

https://example.com/your-page?replace=true&jobtitle=Designer

Fields without a parameter in the URL follow their "When field is empty" setting. Reserved variables such as [FIRSTNAME] are not filled in through URL parameters; they only work with the mail module.

Removing personalisation from an element

To stop personalising an element, delete its personalisation in the Personalise elements popup:

1. Click the M button in the top-left corner of the editor to open the options menu.
2. Select Personalise elements.
3. In the list on the left, click the trash icon next to the element.
4. Click Remove replaceable to confirm.
5. For a text, edit the text in the editor and replace the variable in square brackets, such as [city], with the text you want to show. Otherwise the variable shows on the live page as typed, brackets included.
6. Publish the project to apply the changes to the live page.

Frequently asked questions

What do visitors see when a page isn't personalised?

When no value is supplied through the mail module or URL parameters, each personalised field follows its "When field is empty" setting. A text with Show default value shows its default value, or nothing if no default value was entered. An image with Show default value shows the image placed in the editor. An element set to Delete element completely is hidden entirely.

Can I write reserved variables in lowercase?

No. The mail module only fills in reserved variables written exactly in uppercase, such as [FIRSTNAME]. A lowercase variable such as [firstname] is treated as a custom variable and is not filled in automatically.

Why don't my personalisation changes show on the live page?

Personalisation settings are saved into the page when you publish. After changing or removing personalisation in the editor, publish the project again to update the live page.

Which elements can I personalise?

You can personalise headings, text elements and images. Right-click a single element and select Personalise element. The option doesn't appear when several elements are selected.

Updated on: 20/10/2026