Many CRM fields can be used as Merge fields in emails to personalise the content.

You want to refer to the order date that a customer bought a specific product from a quote, use their customer reference number, or use an expiry date of a subscription or a licence key from their profile.  

Merge fields can be used on the fly when creating emails but you  may wish to save them against your brand if they are fields that you use regularly.

Give your Brand field a name and a preview value. Use the Select CRM field button to link this merge field with the specific field that you want to use in your email:

Specify a default value which will display if no value is provided from your data source and save.