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Email templates are the building blocks for all Outpost email communication. A template defines the subject line and body of an email, with merge fields for personalization. Templates are reused across autoresponder flows, campaigns, and the failed payment flow.
Email Template Menu

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Template list

Find the Templates page under the Email Settings Menu, where you’ll find all your templates in a searchable table:
ColumnDescription
DateWhen the template was created
NameInternal name for organizing templates
SubjectThe email subject line
ActionsEdit or delete the template
Click a row to expand it and see an HTML preview of the template body. Use the Export button to download your template list.

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Creating a template

Go to Email Templates in the left navigation and click New Email Template. The form opens with the title Add Notification Email Template.
New Email Template Button
FieldDescription
Template NameInternal label for organizing templates. Required.
SubjectThe email subject line. Merge fields supported. Required.
OfferOptionally link an offer — this enables the %OFFER_URL% merge field to generate personalized checkout links.
Email Body TextThe email body content. Use the rich text editor to format text, add images, links, and merge fields.

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Merge fields

Merge fields let you insert dynamic content into your email templates. Wrap the field name in % characters — for example, %SUBSCRIBER_FIRST_NAME%.
Merge fields work in both the subject line and the email body.

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Fallback values

Ghost stores names in a single optional field, so many members register without a first name at all. If your template says Hey %SUBSCRIBER_FIRST_NAME%, and the name is blank, your email reads Hey , — awkward. Add a fallback any time a blank value would read awkwardly — most often in greetings. Use the ,fallback="..." format. Quotes let you use any phrase, including multiple words and punctuation: 
Hey %SUBSCRIBER_FIRST_NAME%,fallback="dear reader", thanks for subscribing!
If the member’s first name is “Alex”, the email reads “Hey Alex, thanks for subscribing!” If the name is blank, it reads “Hey dear reader, thanks for subscribing!” Single or double quotes both work. For a single word with no spaces you can skip the quotes: %SUBSCRIBER_FIRST_NAME%,fallback=there. Fallback values work with %SUBSCRIBER_FIRST_NAME%, %SUBSCRIBER_FULL_NAME%, and %SUBSCRIBER_EMAIL_ADDRESS%.

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When to skip the fallback

Use a fallback when the name is part of a sentence (“Hi …, thanks for subscribing”). Skip it when the name is the value itself — for example, an account summary that lists what’s on file. Greeting (use a fallback): 
Hello %SUBSCRIBER_FULL_NAME%,fallback="there" — thanks for being a member of %SITE_NAME%.
If the member’s full name is “Alex Rivera”, this reads “Hello Alex Rivera — thanks…”. If it’s blank, it reads “Hello there — thanks…”. Account information (skip the fallback): 
Name on file: %SUBSCRIBER_FULL_NAME%
Email: %SUBSCRIBER_EMAIL_ADDRESS%
Here the field is the answer — substituting “there” would misrepresent what’s stored. Leaving the value blank lets the line read accurately (“Name on file:”) so the member knows to update their profile.
Outpost watches your templates, autoresponder flows, and campaigns for malformed fallback patterns — common typos like %VAR%,fallback="unclosed (unclosed quote) or %VAR%,fallback= (empty fallback) show up as warnings so you can fix them before sending.
Older templates may use %SUBSCRIBER_FIRST_NAME%|there — a pipe followed by a single word. This format still works wherever you already have it, but it only accepts one word (so |dear reader falls back to just “dear”). When you write something new, use the ,fallback="..." form above.

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Member fields

FieldDescription
%SUBSCRIBER_FIRST_NAME%Member’s first name. Supports fallback syntax.
%SUBSCRIBER_FULL_NAME%Member’s full name. Supports fallback syntax.
%SUBSCRIBER_EMAIL_ADDRESS%Member’s email address. Supports fallback syntax.
%SUBSCRIBER_TIER_NAME%Name of the member’s current subscription tier
%UNSUBSCRIBE_URL%Member’s email unsubscribe link
%MEMBER_GHOST_GUID%Member’s unique identifier

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Site fields

These fields pull from your publication’s settings. Use the SITE_ versions. Older templates may still contain %BLOG_NAME%, %BLOG_URL%, and similar — these keep working, but the editor only offers the SITE_ versions when you insert a field.
FieldDescription
%SITE_NAME%Your publication name
%SITE_URL%Your publication URL
%SITE_LOGIN_URL%Your member sign-in page URL. Set in Publication Details — defaults to your Ghost Portal sign-in, but changes if you point it at a custom URL there.
%ACCOUNT_LINK%Member account management page URL
%EMAIL_FROM_NAME%The sender name configured in your email settings
%CURRENT_DATE%Today’s date (formatted as “March 15, 2026”)

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Subscription and billing fields

FieldDescription
%RENEWAL_PRICE%The member’s next renewal price (number only)
%RENEWAL_PRICE_WITH_CURRENCY%The member’s next renewal price with currency symbol
%CURRENCY%The member’s subscription currency code (e.g. USD)
%BILLING_PERIOD%The billing interval — “monthly”, “yearly”, etc.
%BILLING_PERIOD_CAPITALIZED_FIRST_LETTER%Billing interval with first letter capitalized — “Monthly”, “Yearly”
%BILLING_CADENCE%Billing cadence text — “month”, “year”, etc.
%BILLING_CADENCE_CAPITALIZED_FIRST_LETTER%Billing cadence with first letter capitalized — “Month”, “Year”
%SUBSCRIPTION_EXPIRATION_DATE%When the current subscription period ends
%SUBSCRIPTION_EXPIRATION_PLUS_1YEAR_DATE%One year after the current expiration date
%TRIAL_END_DATE%When the member’s trial period ends (only available for trialing members)
%END_TRIAL_PRICE%The price the member will be charged when their trial ends
FieldDescription
%OFFER_URL%A personalized checkout link for the offer attached to this template or action. Requires an offer to be linked.
%UPDATE_PAYMENT_METHOD_URL%Link for the member to update their payment method on file

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Complimentary subscription fields

These fields are only available in templates used by complimentary subscription actions (e.g., renewal reminders for comped members).
FieldDescription
%RENEW_COMPLIMENTARY_SUBSCRIBER_URL%Link for a comped member to confirm they want to renew
%DO_NOT_RENEW_COMPLIMENTARY_SUBSCRIBER_URL%Link for a comped member to decline renewal

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Gift subscription fields

These fields are only available in templates used by gift subscription actions. They are populated from the gift subscription record.
FieldDescription
%GIFT_GIVER_NAME%Name of the person who purchased the gift
%GIFT_GETTER_NAME%Name of the gift recipient
%GIFT_SUB_MESSAGE%The personal message the giver included with the gift
%RENEW_GIFT_URL%Link for the gift giver to extend the gift subscription
%DO_NOT_RENEW_GIFT_URL%Link for the gift giver to let the gift expire

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Group subscription fields

These fields are only available in templates used by group subscription invite actions.
FieldDescription
%GROUP_SUBSCRIPTION_BUYER_EMAIL%Email of the group subscription owner
%GROUP_SUBSCRIPTION_BUYER_NAME%Name of the group subscription owner
%GROUP_SUBSCRIPTION_INVITE_URL%Invite link for the recipient to accept the group seat
%GROUP_SUBSCRIPTION_RECEIVER_EMAIL%Email of the invited group member

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Gated PDF fields

These fields are only available in CTA gated PDF delivery emails.
FieldDescription
%PDF_URL%Download link for the gated PDF file

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Event fields

These fields are only available in event email templates (registration confirmation, reminders, cancellation, and update notifications).
Event email templates have their own set of merge tags — %EVENT_NAME%, %EVENT_DATE%, calendar links, and more. See Event emails for the full list and how to edit each template.

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Conditional content blocks

Show or hide sections of your email based on whether the member is on a free or paid plan: 
%RECIPIENT.PAID_BLOCK_START%
This content is only visible to paid members.
%RECIPIENT.PAID_BLOCK_END%

%RECIPIENT.FREE_BLOCK_START%
This content is only visible to free members.
%RECIPIENT.FREE_BLOCK_END%
Use these blocks to include upgrade CTAs for free members while showing thank-you messages or exclusive content links for paid members — all within a single template.
The block tags must be on their own lines. Do not nest paid blocks inside free blocks or vice versa.

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Offer templates

If a template is linked to an offer, the %OFFER_URL% merge field generates a personalized URL that takes the member directly to checkout with the offer pre-applied. This is used for:
  • Win-back campaigns to bring cancelled members back at a discount
  • Renewal reminder emails with a one-click resubscribe link
  • Upgrade offers for free members
The offer dropdown shows both regular offers and subscription plans.
Offer Entry And Variables

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Preview and test

Before using a template in a flow or campaign:
  1. Click Send Test Email to send a real email to your own address with actual merge field values.
Send Test Email And Send Buttons
  1. If the template has unsaved changes, the button label switches to Send Test Email before saving changes as a reminder to save first.
  2. Check the email in both desktop and mobile email clients before activating.

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Special action templates

Some templates are linked to specific built-in autoresponder actions (such as card expiration reminders or offer click reminders). These templates show a warning in the editor indicating they are connected to built-in automations.

Email Design Settings

Customize colors, fonts, header image, and custom HTML for all email templates.

Autoresponder

Use templates in automated email sequences.

Campaigns

Send templates as one-time campaigns to targeted segments.

Offers & Discounts

Link offers to templates for personalized checkout links.

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FAQ

Yes. The email body editor supports rich text and HTML. For full control over the email layout, you can also set a custom HTML template in Email Design Settings.
Use merge fields in the subject field — for example, We miss you, %SUBSCRIBER_FIRST_NAME%,fallback="friend"! will insert the member’s first name, or “friend” if they didn’t share one when they signed up. Ghost stores names in a single optional field, so many members register without a first name — always include ,fallback="..." so your subject reads naturally either way. See Fallback values for the full syntax.
It renders as an empty string, which can leave awkward gaps like “Hey , thanks for subscribing!” Wrap the field in a fallback so the email reads naturally when the value is blank: Hey %SUBSCRIBER_FIRST_NAME%,fallback="dear reader", thanks for subscribing! See Fallback values for the full syntax.
Not always. Use ,fallback="there" (or similar) whenever the name is part of a sentence — greetings, sign-offs, subject lines. Skip the fallback when the name is the value itself, like an account-summary line (“Name on file: %SUBSCRIBER_FULL_NAME%”). Substituting a generic word there would misrepresent what’s actually on file. See Fallback values for examples.
Yes. Templates are standalone and can be referenced by any number of autoresponder flows or campaigns.