---
title: "Mapp Engage Variables"
slug: "mapp-engage-variables"
description: "Overview of Mapp Engage Variables: insert system links, message and group data, coupons, barcodes and attachments into messages."
status: "update"
updated: 2026-10-21T08:59:36Z
published: 2026-10-21T08:59:36Z
canonical: "docs.mapp.com/mapp-engage-variables"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Mapp Engage Variables

## Introduction

Mapp Engage Variables are predefined placeholders that you insert from the **Mapp Engage Variables** panel in the editor. They add system functions and data from other areas of Mapp Engage to your messages and landing pages, for example the unsubscribe link, a coupon code, or a link to a landing page. Mapp Engage replaces the variables with dynamic content during sendout or when a landing page is displayed.

### Variables and Personalization

Variables and personalization differ in where the data comes from:

- **Mapp Engage Variables** insert system links and data from Mapp Engage features, such as coupon lists, barcodes, landing pages, and group settings. You insert them from the **Mapp Engage Variables** panel.
- **Personalization** inserts contact data, such as the first name, and shows or hides content with rules. You insert it from the **Personalization** panel or type it into the message. See [Personalization](/v1/docs/personalization).

Some variables also produce a different value for each contact, for example system links and coupon codes.

---

## Categories

| Category | Inserts |
| --- | --- |
| [System Link Variables](/v1/docs/mapp-engage-variables-system-links) | Links to the online version, the mobile version, the forwarding page, the unsubscribe page, and the profile page. |
| [Conversion Tracking Variables](/v1/docs/mapp-engage-variables-conversion-tracking) | A conversion tracking code for the message. |
| [Content and Attachment Variables](/v1/docs/mapp-engage-variables-contentattachment) | Content from a web address, individual attachments, or the title of an RSS feed. |
| [Coupon Variables](/v1/docs/mapp-engage-variables-coupon) | A code from a coupon list. |
| [Barcode Variables](/v1/docs/mapp-engage-variables-barcode) | A barcode image. |
| [Group Attribute Variables](/v1/docs/mapp-engage-variables-group-attributes) | Data of the group from which the message is sent. |
| [Social Network Variables](/v1/docs/mapp-engage-variables-social-networks) | A link for sharing the message on social networks. |
| [Landing Page Variables](/v1/docs/mapp-engage-variables-landing-pages) | A link to a landing page. |

Placeholders for message, group, and system data that are not in the panel, for example the message subject, can be typed directly into the message. See [Placeholders for Message, Group, and System Data](/v1/docs/placeholders-for-message-group-and-system-data).

---

## Where You Can Use Variables

The panel offers different categories depending on the editor:

| Editor | Available categories |
| --- | --- |
| Email | All categories. **Landing Pages** is only shown if landing pages exist in your system. |
| SMS | System Links, Conversion Tracking, Content / Attachment, Coupon, Barcode, Group Attributes, Social Networks. For system links, use the Text variants. The HTML variants insert HTML link code, which the SMS shows as plain text. Do not use the Barcode category: it inserts an HTML image tag, which an SMS cannot display. |
| Landing page (**Build & Design** step) | Landing Pages, and Content / Attachment with the **Insert Ad** variable only. |

---

## Insert a Variable

1. In the editor, click **Mapp Engage Variables**.
2. From the **Category** drop-down list, select a category.
3. Drag and drop the variable to the desired position.
4. If the variable contains a placeholder value such as `URL`, replace it. The page of the category describes what to enter.

For a description of all panel elements, see [Message Creation: Mapp Engage Variables (HTML Email)](/v1/docs/mapp-engage-variables-window).

---

## Procedures

- [Insert a Read Online Link](/v1/docs/insert-a-read-online-link)
- [Insert a Link to Forward an Email Message](/v1/docs/insert-a-link-to-forward-an-email-message)
- [Create a Mobile Version of an Email](/v1/docs/create-a-mobile-version-of-an-email)
- [Send a Different Attachment to Each Recipient](/v1/docs/send-a-different-attachment-to-each-recipient)
- [Insert RSS Feeds Into Email Message](/v1/docs/insert-rss-feeds-into-email-message)
- [Send a Landing Page in a Message](/v1/docs/send-a-landing-page-in-a-message)

Content that adapts based on user data, behavior, or conditions, enabling personalized messaging in Mapp Engage.