Personal approach — tone, form of address, language.
Each contact receives three attributes: tonality (personal,
formal or neutral), Salutation (Mr. / Mrs. / unknown) and
Language. During shipping, the CRM combines the correct information from this.
Salutation — from „Hello Max" to „Dear Sir or Madam".
Three attributes on the contact — and a resolution rule in the CRM.
Each contact in the CRM has three attributes that together determine the address
control them. You maintain them once, the CRM uses them repeatedly.
- Tonality: personal, formally or neutral (since plugin version 1.25.0 — intended for formal contacts without a specified gender).
- Salutation: Mister, Woman or empty (unknown).
- Language: German, English or others — depending on the template.
Based on tone and salutation, the CRM calculates the placeholder for the email during dispatch.
{salutation}:
- tonality personal → „Hello {first name}"
- tonality formally + Salutation Mister → „Dear Mr. {last name}"
- tonality formally + Salutation Woman → „Dear Ms. {last name}"
- tonality formally + Salutation empty, but name present → „Good day {first name} {last name}"
- tonality formally + Leave the salutation blank and omit the name → „Dear Sir or Madam"
One individual The template carries a fixed tone
and a language — that is the old way and still valid.
If you need a second language, click "Translate" (Google Cloud Translation).,
see Google integration).
Since v1.25.0 there is also Email families, all of them
Grouping the informal/formal/neutral language versions — see next section.
Email families — one email, all versions.
One Email family bundles all
You / You / Neutral × Language-Versions one
logical email. The CRM selects when sending. per recipient
automatically The appropriate version — filters for language and salutation
completely omitted from the shipping UI.
- Create salutation variations — Button in the template editor: from one version, the CRM automatically creates the informal, formal and neutral variants; you only need to refine the wording.
- Create language versions (Google) — Button in the template editor: sends the text through Cloud Translation and creates a version of the family for each target language (placeholders remain).
notranslate-Protection untouched). - Shipping UI remains simple — you select the family, the CRM picks the right version for each recipient based on tone, salutation and language.
- The old path remains: Those who wish to continue working with individual templates can do so — families are an addition, not a requirement.
In practice, this saves you the sorting effort in advance for each campaign —
A well-maintained family covers an international, mixed contact list.
off, without you having to filter anything further during shipping itself.
Three everyday examples.
You see the same template, rendered three different ways — depending on the three attributes.
The contact details remain the same; only the salutation changes.
Max Meier, inventory contact
E-mail:
Hi Max, attached is your overview — please tell me what you need.
Landing page welcome message:
Hello Max — Café Sunflower. We have prepared your topics.
Mr. Meier, new contact
E-mail:
Dear Mr. Meier, thank you for your interest — your documents are enclosed.
Landing page welcome message:
Dear Mr. Meier — Café Sonnenblume. This page has been compiled for you.
Discovery contact without a name
E-mail:
Dear Sir or Madam, thank you for your interest — your documents are enclosed.
Landing page welcome message:
Hello — Café Sunflower. This page has been compiled for you.
The complete list — nothing more, nothing less.
These are all the placeholders that the CRM uses in email and WhatsApp templates.
resolves. What's not on this list doesn't work — we're building
No magic under the hood.
{salutation}— automatically calculated from tone of voice + salutation + name (see table above).{first name}·{last name}·{company}{category}— Industry label of the contact{language}— Language label of the contact{location}— City from the contact record{personal_link}— Link with click tracking (status changes to "Link clicked" upon access).{landing_link}— direct link without Click tracking (for printed materials / QR codes).{link_button}or.{link_button=Own text}— becomes a CTA button in emails, and a plain text URL in WhatsApp.{unsubscribe_link}— Opt-out link, same slug for all languages (with contact code as parameter).
Fallback behavior: If a data record field is empty, it is replaced by the
CRM replaces the placeholder with nothing (regex removes unknown and empty tokens)
(in the final rendering step). This means: Templates with a missing first name will break.
no — the salutation then extends via the central {salutation}-Logic.
Clear boundaries — no hidden magic.
- No unsolicited Multiple creation — salutation and language variants are only created if you click the corresponding buttons in the template editor (see Family section).
- No newsletter segmentation with scoring or lead levels.
- No chatbot with dynamic tone recognition.
- No dynamic website greeting for anonymous visitors („Hello back, Anna" for someone we cannot clearly identify).
- No tone of voice inference from email style — you define the attributes yourself.
- Placeholders such as
{firma_kurz},{industry}or{date_of_shipping}exist not. The canonical list is in the section above.
Some of these points are on the roadmap, but are currently deliberately not included.
We promise — we will only communicate what already works in the plugin today.
See the template family live.
In the early access demo, we'll show you how to maintain a template.
and six versions (Du/Sie/Neutral × DE/EN) are automatically created.
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