The Emarsys Platform allows you to use tokens in your email (but not limited to the email channel) to personalize your content to each individual contact. Tokens are placeholders for contact data fields. When your contacts receive your email, they will see information specific to them at the place of the token.

Tokens are reusable in all your campaigns. You have to set the up only once, afterwards you can simply drag and drop them into your emails.

You can also insert tokens by clicking at the desired place in a text block:

If you want to use alternative text that will be displayed for those contacts who do not have a value for the selected field, you must use the Emarsys scripting language. 

If you do not define alternative text, the variable will be replaced by a blank space. If you think this is a risk, make sure that your email design allows for it.