Shopify Flow can pass custom values from third-party and Shopify apps into Seguno Email Marketing automations. Use this feature to personalize Flow-triggered emails with dynamic data such as customer tiers, loyalty points, or product attributes. Each custom value is referenced in your email as {{flow.key}}.
How Flow variables work
A Flow variable contains information provided by the Flow trigger or your Shopify data (customer, product, order, or store details). In Seguno Email Marketing, each variable is referenced as {{flow.key}}.
To use a Flow variable, Shopify Flow must define:
Key — The label you create.
Value — The attribute from the Flow trigger or Shopify data that replaces the key when the email sends.
Add custom Flow variables to your automation
Open Shopify Flow.
Select the workflow you want to update.
In the workflow, select the Seguno action: Send marketing email, Send abandonment email, or Send back in stock notification email.
In Custom personalization data, enter your variables in key=value format.
Click Add variable to view available attributes from your Flow trigger and Shopify data.
Enter one variable per line.
Example:
oldTierName={{oldTierName}}
newTierName={{newTierName}}After saving, each variable becomes available in Seguno as:
{{flow.oldTierName}} and {{flow.newTierName}}
Insert Flow variables into a Seguno email
After defining your keys in Flow:
Open your email in Seguno Email Marketing or directly through Shopify Flow.
Enter Flow variables inside any text field, subject line, or preview text using {{flow.key}}.
(Optional) Provide a fallback value using the default filter: {{flow.newTierName | default: 'your new tier'}}.
Save your email and return to Shopify Flow.
Click Activate to enable the workflow.
Note:
Flow variables are only available for the specific email configured with that {{flow.key}}.
Common errors
Issue | Cause | Solution |
Custom variables are unavailable in an existing workflow | The workflow was created before November 21, 2025, and does not support custom variable data. | Delete the Seguno action in Shopify Flow and re-add it to enable custom personalization data. |
Expected variable value does not appear | The key in Custom personalization data does not exactly match the {{flow.key}} used in the email. | Verify the key in Flow matches the variable name in your email template exactly, including capitalization. |
A variable shows no value in the sent email | The Flow trigger does not provide the expected attribute, or the app does not store data in the expected metafield. | Confirm the attribute is available in your Flow trigger, then add a fallback: {{flow.key | default: 'fallback text'}}. |
Note:
Available variables depend on what the Flow trigger provides and whether your apps store data in Customer, Product, or Order metafields.
FAQs
What variables can I add to my Seguno emails?
You can add any variable provided by the Flow trigger or stored in Shopify metafields. This includes customer, product, order, store, or third-party app attributes.
What Seguno emails support Flow variables?
Flow variables are supported in the Send marketing email, Send abandonment email, and Send back in stock notification email actions in Shopify Flow.
Can I use Flow variables for loyalty programs?
Yes. If your loyalty app provides values through Flow triggers or Customer metafields, those values can be inserted into Flow-automated Seguno Email Marketing emails.
Why use Flow variables in Seguno emails?
Flow variables let you personalize messages and track all performance inside Seguno Email Marketing for consistent reporting.
Why can't I add custom variables to my existing Flow?
Older workflows may not support this feature. Delete and re-add the Seguno action in Shopify Flow to enable custom personalization data.