If custom values aren't appearing in your GoHighLevel (GHL) emails, it's likely due to incorrect field names, empty contact data, or syntax errors. Here’s how to fix it.
Custom values are powerful in GoHighLevel (GHL) — they allow you to personalize emails with contact names, dates, links, and more. But when they don’t show up in your email (or show as blank or code), it means something isn’t connected properly behind the scenes.
Let’s troubleshoot the top reasons this happens and how to make sure your custom values populate correctly every time.
Common Reasons Custom Values Don’t Appear in Emails
1. Wrong Custom Value Syntax
The most common issue is using the wrong format in the email body. GHL uses double curly braces ({{ }}) for custom values.
Examples of incorrect syntax:
{contact.name}[[contact.name]]%contact.name%
Correct syntax:
{{contact.name}}{{custom.name_of_field}}(for custom fields)
What to do:
- Double-check your email content for exact spelling and brackets
- Use the built-in custom value selector in the email editor to insert values accurately
2. Missing Data in the Contact Record
Even if your syntax is correct, if the contact profile doesn’t have data in the related field, the email will just show a blank space.
Example:
If you’re using {{contact.first_name}} but the contact has no first name saved, the value won’t show up.
What to do:
- Go to Contacts > Click on a contact > Custom Fields
- Make sure the value you’re referencing is filled in for that contact
Pro tip: Add fallback values like {{contact.first_name | there}} so it says “Hey there” if the name is missing.
3. Using Location-Based Custom Values Without Prefix
If you’re trying to use location-specific values (like your business name, address, or appointment link), you need to include the correct prefix.
Examples:
{{location.name}}{{location.address}}{{location.phone}}
What to do:
- Don’t mix up contact and location values
- Double-check your GHL location settings to ensure those values are filled
4. Custom Field Name Doesn’t Match
If you’re using a custom field, the value won’t show unless the field key (not just the label) matches exactly.
What to do:
- Go to Settings > Custom Fields
- Confirm the exact field key you’re referencing in the email
- Use the Insert Custom Value button to avoid manual typos
5. Using Smart Lists or External Imports Without Mapping Fields
Imported leads (via CSV or integrations) may not map correctly to your GHL custom fields. If the field was skipped during import, the value will be empty.
What to do:
- Recheck your import field mapping
- Make sure you matched the CSV column to the correct GHL field
6. HTML or Formatting Conflicts
If you’re using HTML in your emails, make sure custom values are not wrapped in incompatible tags that interfere with rendering.
What to do:
- Switch to “Code View” in the email builder
- Ensure values like
{{contact.name}}are inside basic tags like<p>or<h2> - Avoid embedding them inside buttons or image alt tags unless fully tested
Quick Troubleshooting Checklist
- Use double curly braces:
{{custom.value}} - Confirm correct field name or key
- Check if the contact/location actually has a value saved
- Use fallback values:
{{contact.name | there}} - Don’t mix up contact vs. location custom values
- Use the “Insert Custom Value” button for accuracy
- Avoid using broken HTML formatting around custom values
Real Example
One of our clients had custom appointment reminders with {{contact.name}}, but names weren’t showing. Turns out, the leads were coming from Facebook forms where the first name wasn’t being collected. After mapping the form fields correctly and adding fallback values, the emails personalized properly again.
How Socinova Can Help
At Socinova, we help businesses streamline their lead workflows and ensure their communications work flawlessly. If your GHL emails aren’t showing custom values or feel broken, we’ll audit your automation setup, correct field mappings, and make sure every lead gets a personalized experience.
Need help fixing your GHL emails? Contact us here and we’ll handle the technical stuff.
