Running multiple venues or rotating seasonal offers? Liven Engage is the only CRM built exclusively for hospitality that ensures personalisation for targeting as well as consistency throughout your messaging.

Venue groups know the struggle: updating promo terms, seasonal hours or event banners across dozens of emails at the last minute is a nightmare. That’s where message variables save the day.

What is a message variable?

A message variable in Liven Engage is a reusable block of text or content that can be inserted into multiple emails or campaigns. You only have to add a specific tag (e.g., %Easter_Promo%) to insert the content blockinto your email.

These blocks can include text, images, links, tables, or lists. For example, instead of manually typing your venue’s contact details and social links and adding a logo in every email, you can insert a message variable like %Contact%.

Update a message variable once in Liven Engage, and the change instantly applies to all future emails using it.

Why does it matter? Because manually adding these blocks opens the door to typos, formatting issues, and wasted time. If you know something should appear consistently across all emails, doesn’t it make more sense to just type %MessageVariable% than repeat the same copy-paste circus every time? This is especially helpful when there are last minute changes to the information. You need not monitor every single outgoing email- you can just change the variable on Liven Engage.

With message variables, you have the option to add these details to the email when it’s appropriate and skip using it when it’s unnecessary. Popular use cases for message variables include company signature, personal signature, social links, disclaimers, opening hours, promotional events, and new feature/product launch notices.

How is a message variable different from a personalisation tag?

A message variable inserts the same content for every recipient—like a signature or disclaimer. A personalisation tag pulls in unique contact-specific details, like a first name. One is about consistency; the other is about personalisation.

How to create a message variable on Liven Engage:

1. Navigate to Message Variables:

• Log into your Liven Engage account.​

• Click on "Email" in the main menu > Select “Message Variables” under “Manage”.

2. Add a New Variable:

• Click on the “Create your first variable” or "Add a variable" button.

• In the "Personalization Name" field, enter a descriptive name for your variable (e.g., "Company Signature"). This name is just for your understanding and will not affect the actual variables.

• In the "Personalization Tag" field, define a tag that you'll use to insert this variable into your emails (e.g., %COMPANY_SIGNATURE%).

Note: Message variables are not case-sensitive. Add a single-word variable or use “_” between two words in your variable. 

3. Assign to Lists:

• Select the email list(s) that this variable should be associated with. Hold the "Shift" or “Command” key to select multiple lists.​

Format and Content:

• Choose the format—either HTML or Plain Text.​ HTML enables you to add images, links or formatted text. Plain Text allows you to add personalised text (e.g., first name) or conditional content (e.g., Show this content if “x” tag exists”)

• In the editor box, input the content you want the variable to represent. 

Note: The font size and format override what you’re using in the rest of the email. 

• Click Save and then the "Add a variable" button to save your new message variable.

You are ready to use the message variable in your campaigns! These variables are available only in the lists you selected.

Pro tip: Start by selecting all your contact lists. As you get more confident, you can narrow it down to specific ones.

By leveraging message variables in Liven Engage, you can maintain consistency across communications and efficiently manage content updates.

Most email platforms weren’t built for the pace and complexity of hospitality. Liven Engage is. Tools like message variables are your shortcut to delivering polished, on-brand communications at scale—whether you’re running one venue or fifty.