A templating language can be boiled down to glorified string replacement.

Consider a fictional company called Widget Corporation. They operate an online store and have an email system in place where they can contact their users to encourage purchases. They would like to remind customers who add items to their cart but don't complete the payment process to continue the flow and result in a purchase. They believe that a personalized email increases conversion rates. Here's an email that they send out to a fictional customer named Bob.

Hello, Bob!

You added 2 items to your cart. Still need time to think?

Let us help with that.

For the next 24 hours only, use coupon code BOB<3WIDGET10 to get 10% off your order (up to $50).

Visit the web store and act now ->

Don't miss out on this exclusive deal!

Widget Corporation Loyalty Team

The company has an employee diligently inspecting abandoned carts in the admin dashboard. When they find one, they inspect available offers, draft an email including the details, and send it onto the customer. To save time, they have a document with all of the boilerplate so they just need to replace specific sections with the customer's name, their cart deals, and the coupon data. Here's what that looks like:

Hello, {customer_name}!

You added {cart_num_items} items to your cart. Still need time to think?

Let us help with that.

{unique_offer}

Visit the web store and act now ->

Don't miss out on this exclusive deal!

Widget Corporation Loyalty Team