Each HTML template has its own variables used to form notification content. The list of notifications and variables that are available in each of them:

Birthday reward

• customerName
• shopUrl
• shopName
• reward - This variable contains one of two values: “reward”, “points”, it depends on how the rewards were configured.
• rewardCode - This variable contains a discount code.
• rewardPoints - This variable contains the number of points given to the user and is used only if the "reward" variable above is equal to "points".
• buttonUrl - The link leads to the rewards page or a page where you can apply a discount code if the corresponding setting is enabled in rewards.
• rewardExpirationDate - This variable contains the discount code's end date, sometimes discount code has no end date, so this variable would be NULL.

Earned points

• customerName
• shopUrl
• shopName
• currentBalance - Current user balance (points).
• pointsName - The variable contains the following value: points
• reward - The variable contains the following value: points
• completedAction - Actions for which the user has earned points and can contain the following values: 
• Create account
• Reward for a purchase
• Leave review
• Share to twitter
• Spend $100 to get 30 % off
• Buy X get Y 
• Social login 
• Follow on twitter 
• Share a wishlist
• Subscribe to newsletter
• buttonUrl - The link leads to the rewards page.
• rewardPoints - This variable contains the number of points given to the user.

Friend received referral

• customerName
• shopUrl
• shopName
• rewardCode - This variable contains a discount code.
• availableRewardTitle - This variable contains reward title, example: Referral discount
• buttonUrl - The link leads to the rewards page or a page where you can apply a discount code if the corresponding setting is enabled in rewards.
• rewardExpirationDate - This variable contains the discount code's end date, sometimes discount code has no end date, so this variable would be NULL.

Points expiration

• customerName
• shopUrl
• shopName
• currentBalance - Current user balance (points).
• pointsName
• buttonUrl - The link leads to the rewards page.
• expirationDate - The date by which points must be spent.

Reached tier

• customerName
• shopUrl
• shopName
• tierName

Redeem reward

• customerName
• shopUrl
• shopName
• rewardCode - This variable contains a discount code.
• availableRewardTitle - This variable contains a reward title.
• buttonUrl - The link leads to the rewards page or a page where you can apply a discount code if the corresponding setting is enabled in rewards.
• rewardExpirationDate - This variable contains the discount code's end date, sometimes discount code has no end date, so this variable would be NULL.

Referral completed

• customerName
• shopUrl
• shopName
• availableRewardTitle

These variables can be edited via template editor and organized according to your needs.