diff --git a/apps/web/prisma/migrations/20260224120000_add_contact_book_variables/migration.sql b/apps/web/prisma/migrations/20260224120000_add_contact_book_variables/migration.sql
new file mode 100644
index 00000000..5424b353
--- /dev/null
+++ b/apps/web/prisma/migrations/20260224120000_add_contact_book_variables/migration.sql
@@ -0,0 +1,2 @@
+-- AlterTable
+ALTER TABLE "ContactBook" ADD COLUMN     "variables" TEXT[] NOT NULL DEFAULT ARRAY[]::TEXT[];
diff --git a/apps/web/prisma/schema.prisma b/apps/web/prisma/schema.prisma
index da4479f0..58e26f68 100644
--- a/apps/web/prisma/schema.prisma
+++ b/apps/web/prisma/schema.prisma
@@ -296,6 +296,7 @@ model ContactBook {
   id                 String    @id @default(cuid())
   name               String
   teamId             Int
+  variables          String[]  @default([])
   properties         Json
   doubleOptInEnabled Boolean   @default(false)
   doubleOptInFrom    String?
diff --git a/apps/web/src/app/(dashboard)/campaigns/[campaignId]/edit/page.tsx b/apps/web/src/app/(dashboard)/campaigns/[campaignId]/edit/page.tsx
index e445731c..2cef3002 100644
--- a/apps/web/src/app/(dashboard)/campaigns/[campaignId]/edit/page.tsx
+++ b/apps/web/src/app/(dashboard)/campaigns/[campaignId]/edit/page.tsx
@@ -5,7 +5,7 @@ import { Spinner } from "@usesend/ui/src/spinner";
 import { Button } from "@usesend/ui/src/button";
 import { Input } from "@usesend/ui/src/input";
 import { Editor } from "@usesend/email-editor";
-import { use, useState } from "react";
+import { use, useMemo, useState } from "react";
 import { Campaign } from "@prisma/client";
 import {
   Select,
@@ -65,7 +65,7 @@ export default function EditCampaignPage({
     { campaignId },
     {
       enabled: !!campaignId,
-    }
+    },
   );
 
   if (isLoading) {
@@ -102,7 +102,7 @@ function CampaignEditor({
   const utils = api.useUtils();
 
   const [json, setJson] = useState<Record<string, any> | undefined>(
-    campaign.content ? JSON.parse(campaign.content) : undefined
+    campaign.content ? JSON.parse(campaign.content) : undefined,
   );
   const [isSaving, setIsSaving] = useState(false);
   const [name, setName] = useState(campaign.name);
@@ -110,10 +110,10 @@ function CampaignEditor({
   const [from, setFrom] = useState(campaign.from);
   const [contactBookId, setContactBookId] = useState(campaign.contactBookId);
   const [replyTo, setReplyTo] = useState<string | undefined>(
-    campaign.replyTo[0]
+    campaign.replyTo[0],
   );
   const [previewText, setPreviewText] = useState<string | null>(
-    campaign.previewText
+    campaign.previewText,
   );
 
   const updateCampaignMutation = api.campaign.updateCampaign.useMutation({
@@ -136,13 +136,13 @@ function CampaignEditor({
 
   const deboucedUpdateCampaign = useDebouncedCallback(
     updateEditorContent,
-    1000
+    1000,
   );
 
   const handleFileChange = async (file: File) => {
     if (file.size > IMAGE_SIZE_LIMIT) {
       throw new Error(
-        `File should be less than ${IMAGE_SIZE_LIMIT / 1024 / 1024}MB`
+        `File should be less than ${IMAGE_SIZE_LIMIT / 1024 / 1024}MB`,
       );
     }
 
@@ -165,8 +165,17 @@ function CampaignEditor({
   };
 
   const contactBook = contactBooksQuery.data?.find(
-    (book) => book.id === contactBookId
+    (book) => book.id === contactBookId,
   );
+  const editorVariables = useMemo(() => {
+    const baseVariables = ["email", "firstName", "lastName"];
+    const registryVariables = contactBook?.variables ?? [];
+
+    return Array.from(new Set([...baseVariables, ...registryVariables]));
+  }, [contactBook]);
+  const variableSuggestionsHelperText = contactBookId
+    ? undefined
+    : "Select the contact book for related variable";
 
   return (
     <div className="p-4 container mx-auto ">
@@ -196,7 +205,7 @@ function CampaignEditor({
                     toast.error(`${e.message}. Reverting changes.`);
                     setName(campaign.name);
                   },
-                }
+                },
               );
             }}
           />
@@ -251,7 +260,7 @@ function CampaignEditor({
                           toast.error(`${e.message}. Reverting changes.`);
                           setSubject(campaign.subject);
                         },
-                      }
+                      },
                     );
                   }}
                   className="mt-1 py-1 text-sm block w-full outline-none border-b border-transparent  focus:border-border bg-transparent"
@@ -291,7 +300,7 @@ function CampaignEditor({
                             toast.error(`${e.message}. Reverting changes.`);
                             setFrom(campaign.from);
                           },
-                        }
+                        },
                       );
                     }}
                     disabled={isApiCampaign}
@@ -327,7 +336,7 @@ function CampaignEditor({
                             toast.error(`${e.message}. Reverting changes.`);
                             setReplyTo(campaign.replyTo[0]);
                           },
-                        }
+                        },
                       );
                     }}
                     disabled={isApiCampaign}
@@ -365,7 +374,7 @@ function CampaignEditor({
                             toast.error(`${e.message}. Reverting changes.`);
                             setPreviewText(campaign.previewText ?? "");
                           },
-                        }
+                        },
                       );
                     }}
                     className="mt-1 py-1 text-sm block w-full outline-none border-b border-transparent bg-transparent  focus:border-border"
@@ -397,7 +406,7 @@ function CampaignEditor({
                             onError: () => {
                               setContactBookId(campaign.contactBookId);
                             },
-                          }
+                          },
                         );
                         setContactBookId(val);
                       }}
@@ -435,13 +444,15 @@ function CampaignEditor({
           <div className=" rounded-lg bg-gray-50 w-[700px] mx-auto p-10">
             <div className="w-[600px] mx-auto">
               <Editor
+                key={`campaign-editor-${contactBookId ?? "none"}-${editorVariables.join(",")}`}
                 initialContent={json}
                 onUpdate={(content) => {
                   setJson(content.getJSON());
                   setIsSaving(true);
                   deboucedUpdateCampaign();
                 }}
-                variables={["email", "firstName", "lastName"]}
+                variables={editorVariables}
+                variableSuggestionsHelperText={variableSuggestionsHelperText}
                 uploadImage={
                   campaign.imageUploadSupported ? handleFileChange : undefined
                 }
diff --git a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/add-contact.tsx b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/add-contact.tsx
index 2e057af1..eebacf26 100644
--- a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/add-contact.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/add-contact.tsx
@@ -26,6 +26,7 @@ import { z } from "zod";
 import { useForm } from "react-hook-form";
 import { zodResolver } from "@hookform/resolvers/zod";
 import { toast } from "@usesend/ui/src/toaster";
+import type { ReactNode } from "react";
 
 const contactsSchema = z.object({
   contacts: z.string({ required_error: "Contacts are required" }).min(1, {
@@ -35,8 +36,14 @@ const contactsSchema = z.object({
 
 export default function AddContact({
   contactBookId,
+  trigger,
+  open: controlledOpen,
+  onOpenChange,
 }: {
   contactBookId: string;
+  trigger?: ReactNode;
+  open?: boolean;
+  onOpenChange?: (open: boolean) => void;
 }) {
   const [open, setOpen] = useState(false);
 
@@ -50,6 +57,14 @@ export default function AddContact({
   });
 
   const utils = api.useUtils();
+  const dialogTrigger =
+    trigger ??
+    (controlledOpen === undefined ? (
+      <Button>
+        <Plus className="h-4 w-4 mr-1" />
+        Add Contacts
+      </Button>
+    ) : null);
 
   async function onContactsAdd(values: z.infer<typeof contactsSchema>) {
     const contactsArray = values.contacts.split(",").map((email) => ({
@@ -64,7 +79,11 @@ export default function AddContact({
       {
         onSuccess: async () => {
           utils.contacts.contacts.invalidate();
-          setOpen(false);
+          if (controlledOpen === undefined) {
+            setOpen(false);
+          } else {
+            onOpenChange?.(false);
+          }
           toast.success("Contacts queued for processing");
         },
         onError: async (error) => {
@@ -76,15 +95,21 @@ export default function AddContact({
 
   return (
     <Dialog
-      open={open}
-      onOpenChange={(_open) => (_open !== open ? setOpen(_open) : null)}
+      open={controlledOpen ?? open}
+      onOpenChange={(nextOpen) => {
+        if (controlledOpen === undefined) {
+          if (nextOpen !== open) {
+            setOpen(nextOpen);
+          }
+          return;
+        }
+
+        onOpenChange?.(nextOpen);
+      }}
     >
-      <DialogTrigger asChild>
-        <Button>
-          <Plus className="h-4 w-4 mr-1" />
-          Add Contacts
-        </Button>
-      </DialogTrigger>
+      {dialogTrigger ? (
+        <DialogTrigger asChild>{dialogTrigger}</DialogTrigger>
+      ) : null}
       <DialogContent>
         <DialogHeader>
           <DialogTitle>Add new contacts</DialogTitle>
diff --git a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/bulk-upload-contacts.tsx b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/bulk-upload-contacts.tsx
index e512763e..56c3071e 100644
--- a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/bulk-upload-contacts.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/bulk-upload-contacts.tsx
@@ -1,7 +1,8 @@
 "use client";
 
-import { useState, useMemo } from "react";
+import { useState, useMemo, type ReactNode } from "react";
 import { api } from "~/trpc/react";
+import { getCanonicalContactVariableName } from "~/lib/contact-properties";
 import {
   Dialog,
   DialogContent,
@@ -28,24 +29,41 @@ import { toast } from "@usesend/ui/src/toaster";
 
 interface BulkUploadContactsProps {
   contactBookId: string;
+  contactBookVariables?: string[];
+  trigger?: ReactNode;
+  open?: boolean;
+  onOpenChange?: (open: boolean) => void;
 }
 
 interface ParsedContact {
   email: string;
   firstName?: string;
   lastName?: string;
+  properties?: Record<string, string>;
   subscribed?: boolean;
   isValid: boolean;
 }
 
 export default function BulkUploadContacts({
   contactBookId,
+  contactBookVariables,
+  trigger,
+  open: controlledOpen,
+  onOpenChange,
 }: BulkUploadContactsProps) {
   const [open, setOpen] = useState(false);
   const [inputText, setInputText] = useState("");
   const [error, setError] = useState<string | null>(null);
   const [processing, setProcessing] = useState(false);
   const [isDragOver, setIsDragOver] = useState(false);
+  const dialogTrigger =
+    trigger ??
+    (controlledOpen === undefined ? (
+      <Button variant="outline">
+        <Upload className="h-4 w-4 mr-1" />
+        Upload Contacts
+      </Button>
+    ) : null);
 
   const utils = api.useUtils();
 
@@ -67,7 +85,11 @@ export default function BulkUploadContacts({
     setInputText("");
     setError(null);
     setProcessing(false);
-    setOpen(false);
+    if (controlledOpen === undefined) {
+      setOpen(false);
+    } else {
+      onOpenChange?.(false);
+    }
   };
 
   const validateEmail = (email: string): boolean => {
@@ -77,11 +99,12 @@ export default function BulkUploadContacts({
 
   const parseContactLine = (
     line: string,
-    isFirstLine: boolean = false,
+    headers?: string[],
   ): {
     email: string;
     firstName?: string;
     lastName?: string;
+    properties?: Record<string, string>;
     subscribed?: boolean;
   } | null => {
     const trimmedLine = line.trim();
@@ -107,27 +130,95 @@ export default function BulkUploadContacts({
 
     if (parts.length === 0 || !parts[0]) return null;
 
-    // Check if this is a header row (case-insensitive)
-    if (isFirstLine) {
-      const firstPart = parts[0]?.toLowerCase();
-      if (
-        firstPart === "email" ||
-        firstPart === "e-mail" ||
-        firstPart === "email address"
-      ) {
-        return null; // Skip header row
-      }
+    const firstPart = parts[0]?.toLowerCase();
+    if (
+      firstPart === "email" ||
+      firstPart === "e-mail" ||
+      firstPart === "email address"
+    ) {
+      return null;
     }
 
-    const email = parts[0]!.toLowerCase();
+    const getHeader = (index: number) => headers?.[index]?.trim().toLowerCase();
+
+    const email = (
+      headers
+        ? parts[
+            headers.findIndex((header) => {
+              const normalized = header.trim().toLowerCase();
+              return (
+                normalized === "email" ||
+                normalized === "e-mail" ||
+                normalized === "email address"
+              );
+            })
+          ]
+        : parts[0]
+    )?.toLowerCase();
 
     // Skip if doesn't look like an email
-    if (!email.includes("@")) return null;
+    if (!email || !email.includes("@")) return null;
 
     // Parse subscribed value (support CSV export format: Email, First Name, Last Name, Subscribed, ...)
     let subscribed: boolean | undefined = undefined;
     let firstName: string | undefined = undefined;
     let lastName: string | undefined = undefined;
+    const properties: Record<string, string> = {};
+
+    if (headers) {
+      for (let i = 0; i < parts.length; i++) {
+        const header = getHeader(i);
+        if (!header) {
+          continue;
+        }
+
+        if (
+          header === "email" ||
+          header === "e-mail" ||
+          header === "email address"
+        ) {
+          continue;
+        }
+
+        if (header === "firstname" || header === "first name") {
+          firstName = parts[i] || undefined;
+          continue;
+        }
+
+        if (header === "lastname" || header === "last name") {
+          lastName = parts[i] || undefined;
+          continue;
+        }
+
+        if (header === "subscribed") {
+          const subscribedValue = parts[i]?.toLowerCase();
+          if (subscribedValue === "yes" || subscribedValue === "true") {
+            subscribed = true;
+          } else if (subscribedValue === "no" || subscribedValue === "false") {
+            subscribed = false;
+          }
+          continue;
+        }
+
+        if (parts[i]) {
+          const propertyKey =
+            getCanonicalContactVariableName(
+              headers[i]!.trim(),
+              contactBookVariables ?? [],
+            ) ?? headers[i]!.trim();
+
+          properties[propertyKey] = parts[i]!;
+        }
+      }
+
+      return {
+        email,
+        firstName,
+        lastName,
+        subscribed,
+        properties: Object.keys(properties).length > 0 ? properties : undefined,
+      };
+    }
 
     if (parts.length >= 4) {
       // Could be: email,firstName,lastName,subscribed
@@ -152,6 +243,7 @@ export default function BulkUploadContacts({
       email,
       firstName,
       lastName,
+      properties: Object.keys(properties).length > 0 ? properties : undefined,
       subscribed,
     };
   };
@@ -159,9 +251,25 @@ export default function BulkUploadContacts({
   const parseContacts = (text: string): ParsedContact[] => {
     const lines = text.split("\n");
     const contactsMap = new Map<string, ParsedContact>();
+    const firstLineParts = lines[0]
+      ?.split(",")
+      .map((part) => part.trim().replace(/^"|"$/g, ""));
+    const hasEmailHeader =
+      firstLineParts?.some((part) => {
+        const normalized = part.toLowerCase();
+        return (
+          normalized === "email" ||
+          normalized === "e-mail" ||
+          normalized === "email address"
+        );
+      }) ?? false;
+    const hasDataEmail =
+      firstLineParts?.some((part) => validateEmail(part)) ?? false;
+    const hasHeader = hasEmailHeader && !hasDataEmail;
+    const headers = hasHeader ? firstLineParts : undefined;
 
     for (let i = 0; i < lines.length; i++) {
-      const parsed = parseContactLine(lines[i]!, i === 0);
+      const parsed = parseContactLine(lines[i]!, headers);
       if (parsed) {
         // Use email as key to deduplicate
         if (!contactsMap.has(parsed.email)) {
@@ -267,6 +375,7 @@ export default function BulkUploadContacts({
           email: c.email,
           firstName: c.firstName,
           lastName: c.lastName,
+          properties: c.properties,
           subscribed: c.subscribed,
         })),
       });
@@ -293,13 +402,20 @@ export default function BulkUploadContacts({
   );
 
   return (
-    <Dialog open={open} onOpenChange={setOpen}>
-      <DialogTrigger asChild>
-        <Button variant="outline">
-          <Upload className="h-4 w-4 mr-1" />
-          Upload Contacts
-        </Button>
-      </DialogTrigger>
+    <Dialog
+      open={controlledOpen ?? open}
+      onOpenChange={(nextOpen) => {
+        if (controlledOpen === undefined) {
+          setOpen(nextOpen);
+          return;
+        }
+
+        onOpenChange?.(nextOpen);
+      }}
+    >
+      {dialogTrigger ? (
+        <DialogTrigger asChild>{dialogTrigger}</DialogTrigger>
+      ) : null}
       <DialogContent className="max-w-3xl">
         <DialogHeader>
           <DialogTitle>Bulk Upload Contacts</DialogTitle>
@@ -385,7 +501,8 @@ Format: email,firstName,lastName,subscribed (all fields except email are optiona
                         : "Upload a .txt or .csv file or drag and drop here"}
                     </p>
                     <p className="mt-1 text-xs text-muted-foreground">
-                      Format: email,firstName,lastName,subscribed (one per line)
+                      Format: email,firstName,lastName,subscribed (+ optional
+                      custom columns)
                     </p>
                   </div>
                 </div>
diff --git a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/contact-list.tsx b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/contact-list.tsx
index d0db475e..b8eb5523 100644
--- a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/contact-list.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/contact-list.tsx
@@ -26,6 +26,7 @@ import EditContact from "./edit-contact";
 import { ResendDoubleOptInConfirmation } from "./resend-double-opt-in-confirmation";
 import { Input } from "@usesend/ui/src/input";
 import { useDebouncedCallback } from "use-debounce";
+import { getContactPropertyValue } from "~/lib/contact-properties";
 import {
   Tooltip,
   TooltipContent,
@@ -72,10 +73,12 @@ export default function ContactList({
   contactBookId,
   contactBookName,
   doubleOptInEnabled,
+  contactBookVariables,
 }: {
   contactBookId: string;
   contactBookName?: string;
   doubleOptInEnabled?: boolean;
+  contactBookVariables?: string[];
 }) {
   const [page, setPage] = useUrlState("page", "1");
   const [status, setStatus] = useUrlState("status");
@@ -141,6 +144,7 @@ export default function ContactList({
       "Subscribed",
       "Unsubscribe Reason",
       "Created At",
+      ...(contactBookVariables ?? []),
     ];
 
     // CSV Rows
@@ -151,6 +155,15 @@ export default function ContactList({
       escapeCell(contact.subscribed ? "Yes" : "No"),
       escapeCell(contact.unsubscribeReason ?? ""),
       escapeCell(contact.createdAt.toISOString()),
+      ...(contactBookVariables ?? []).map((variable) =>
+        escapeCell(
+          getContactPropertyValue(
+            (contact.properties as Record<string, unknown> | undefined) ?? {},
+            variable,
+            contactBookVariables ?? [],
+          ) ?? "",
+        ),
+      ),
     ]);
 
     // Build CSV with UTF-8 BOM
@@ -314,7 +327,10 @@ export default function ContactList({
                               email={contact.email}
                             />
                           ) : null}
-                          <EditContact contact={contact} />
+                          <EditContact
+                            contact={contact}
+                            contactBookVariables={contactBookVariables}
+                          />
                           <DeleteContact contact={contact} />
                         </div>
                       </TableCell>
diff --git a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/edit-contact.tsx b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/edit-contact.tsx
index f4da6dc9..78f9f861 100644
--- a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/edit-contact.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/edit-contact.tsx
@@ -12,7 +12,6 @@ import {
 import {
   Form,
   FormControl,
-  FormDescription,
   FormField,
   FormItem,
   FormLabel,
@@ -20,31 +19,67 @@ import {
 } from "@usesend/ui/src/form";
 
 import { api } from "~/trpc/react";
-import { useState } from "react";
+import { useEffect, useMemo, useState } from "react";
 import { Edit } from "lucide-react";
-import { useRouter } from "next/navigation";
 import { z } from "zod";
 import { useForm } from "react-hook-form";
 import { zodResolver } from "@hookform/resolvers/zod";
 import { toast } from "@usesend/ui/src/toaster";
 import { Switch } from "@usesend/ui/src/switch";
 import { Contact } from "@prisma/client";
+import {
+  getContactPropertyValue,
+  replaceContactVariableValues,
+} from "~/lib/contact-properties";
 
 const contactSchema = z.object({
   email: z.string().email({ message: "Invalid email address" }),
   firstName: z.string().optional(),
   lastName: z.string().optional(),
+  properties: z.record(z.string()).optional(),
   subscribed: z.boolean().optional(),
 });
 
 export const EditContact: React.FC<{
   contact: Partial<Contact> & { id: string; contactBookId: string };
-}> = ({ contact }) => {
+  contactBookVariables?: string[];
+}> = ({ contact, contactBookVariables }) => {
   const [open, setOpen] = useState(false);
   const updateContactMutation = api.contacts.updateContact.useMutation();
+  const initialVariableValues = useMemo(() => {
+    const contactProperties =
+      contact.properties && typeof contact.properties === "object"
+        ? (contact.properties as Record<string, unknown>)
+        : {};
+
+    return (contactBookVariables ?? []).reduce(
+      (acc, variable) => {
+        acc[variable] =
+          getContactPropertyValue(
+            contactProperties,
+            variable,
+            contactBookVariables ?? [],
+          ) ?? "";
+        return acc;
+      },
+      {} as Record<string, string>,
+    );
+  }, [contact.properties, contactBookVariables]);
+  const [variableValues, setVariableValues] = useState(initialVariableValues);
+
+  useEffect(() => {
+    setVariableValues((prev) =>
+      Object.keys(initialVariableValues).reduce(
+        (acc, key) => {
+          acc[key] = prev[key] ?? initialVariableValues[key] ?? "";
+          return acc;
+        },
+        {} as Record<string, string>,
+      ),
+    );
+  }, [initialVariableValues]);
 
   const utils = api.useUtils();
-  const router = useRouter();
 
   const contactForm = useForm<z.infer<typeof contactSchema>>({
     resolver: zodResolver(contactSchema),
@@ -62,6 +97,14 @@ export const EditContact: React.FC<{
         contactId: contact.id,
         contactBookId: contact.contactBookId,
         ...values,
+        properties: replaceContactVariableValues(
+          (contact.properties as Record<string, unknown> | null | undefined) ??
+            {},
+          Object.fromEntries(
+            Object.entries(variableValues).filter(([, value]) => value.trim()),
+          ),
+          contactBookVariables ?? [],
+        ),
       },
       {
         onSuccess: async () => {
@@ -72,7 +115,7 @@ export const EditContact: React.FC<{
         onError: async (error) => {
           toast.error(error.message);
         },
-      }
+      },
     );
   }
 
@@ -151,6 +194,28 @@ export const EditContact: React.FC<{
                   </FormItem>
                 )}
               />
+              {(contactBookVariables ?? []).map((variable) => {
+                const variableInputId = `contact-variable-${contact.id}-${variable.replace(/[^a-zA-Z0-9_-]/g, "-")}`;
+
+                return (
+                  <FormItem key={variable}>
+                    <FormLabel htmlFor={variableInputId}>{variable}</FormLabel>
+                    <FormControl>
+                      <Input
+                        id={variableInputId}
+                        placeholder={variable}
+                        value={variableValues[variable] ?? ""}
+                        onChange={(e) => {
+                          setVariableValues((prev) => ({
+                            ...prev,
+                            [variable]: e.target.value,
+                          }));
+                        }}
+                      />
+                    </FormControl>
+                  </FormItem>
+                );
+              })}
               <div className="flex justify-end">
                 <Button
                   className=" w-[100px] "
diff --git a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/page.tsx b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/page.tsx
index 7ea9f5e2..b4e72da4 100644
--- a/apps/web/src/app/(dashboard)/contacts/[contactBookId]/page.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/[contactBookId]/page.tsx
@@ -23,7 +23,8 @@ import {
 import { Button } from "@usesend/ui/src/button";
 import { Switch } from "@usesend/ui/src/switch";
 import { useTheme } from "@usesend/ui";
-import { use } from "react";
+import { use, useState } from "react";
+import { useRouter } from "next/navigation";
 import { Card, CardContent, CardHeader, CardTitle } from "@usesend/ui/src/card";
 import { TextWithCopyButton } from "@usesend/ui/src/text-with-copy";
 import {
@@ -35,7 +36,140 @@ import {
   Megaphone,
   Shield,
   ChevronRight,
+  MoreVertical,
+  Plus,
+  Upload,
+  Edit,
+  Trash2,
 } from "lucide-react";
+import EditContactBook from "../edit-contact-book";
+import DeleteContactBook from "../delete-contact-book";
+
+function ContactBookDetailActions({
+  contactBookId,
+  contactBookName,
+  contactBookVariables,
+}: {
+  contactBookId: string;
+  contactBookName?: string;
+  contactBookVariables?: string[];
+}) {
+  const [open, setOpen] = useState(false);
+  const [isAddOpen, setIsAddOpen] = useState(false);
+  const [isBulkUploadOpen, setIsBulkUploadOpen] = useState(false);
+  const [isEditOpen, setIsEditOpen] = useState(false);
+  const [isDeleteOpen, setIsDeleteOpen] = useState(false);
+  const utils = api.useUtils();
+  const router = useRouter();
+
+  return (
+    <>
+      <Popover open={open} onOpenChange={setOpen}>
+        <PopoverTrigger asChild>
+          <Button variant="default" className="gap-1">
+            <MoreVertical className="h-4 -ml-2" />
+            Actions
+          </Button>
+        </PopoverTrigger>
+        <PopoverContent className="w-52 rounded-xl p-1" align="end">
+          <div className="flex flex-col">
+            <Button
+              variant="ghost"
+              size="sm"
+              className="justify-start rounded-lg hover:bg-accent"
+              onClick={() => {
+                setOpen(false);
+                setIsAddOpen(true);
+              }}
+            >
+              <Plus className="mr-2 h-4 w-4" />
+              Add contacts
+            </Button>
+            <Button
+              variant="ghost"
+              size="sm"
+              className="justify-start rounded-lg hover:bg-accent"
+              onClick={() => {
+                setOpen(false);
+                setIsBulkUploadOpen(true);
+              }}
+            >
+              <Upload className="mr-2 h-4 w-4" />
+              Bulk upload
+            </Button>
+            {contactBookName ? (
+              <Button
+                variant="ghost"
+                size="sm"
+                className="justify-start rounded-lg hover:bg-accent"
+                onClick={() => {
+                  setOpen(false);
+                  setIsEditOpen(true);
+                }}
+              >
+                <Edit className="mr-2 h-4 w-4" />
+                Edit
+              </Button>
+            ) : null}
+            {contactBookName ? (
+              <Button
+                variant="ghost"
+                size="sm"
+                className="justify-start rounded-lg text-red/80 hover:bg-accent hover:text-red"
+                onClick={() => {
+                  setOpen(false);
+                  setIsDeleteOpen(true);
+                }}
+              >
+                <Trash2 className="mr-2 h-4 w-4" />
+                Delete
+              </Button>
+            ) : null}
+          </div>
+        </PopoverContent>
+      </Popover>
+
+      <AddContact
+        contactBookId={contactBookId}
+        open={isAddOpen}
+        onOpenChange={setIsAddOpen}
+      />
+      <BulkUploadContacts
+        contactBookId={contactBookId}
+        contactBookVariables={contactBookVariables}
+        open={isBulkUploadOpen}
+        onOpenChange={setIsBulkUploadOpen}
+      />
+      {contactBookName ? (
+        <EditContactBook
+          contactBook={{
+            id: contactBookId,
+            name: contactBookName,
+            variables: contactBookVariables,
+          }}
+          open={isEditOpen}
+          onOpenChange={setIsEditOpen}
+          onSuccess={() =>
+            utils.contacts.getContactBookDetails.invalidate({ contactBookId })
+          }
+        />
+      ) : null}
+      {contactBookName ? (
+        <DeleteContactBook
+          contactBook={{ id: contactBookId, name: contactBookName }}
+          open={isDeleteOpen}
+          onOpenChange={setIsDeleteOpen}
+          onSuccess={async () => {
+            await utils.contacts.getContactBookDetails.invalidate({
+              contactBookId,
+            });
+            router.push("/contacts");
+          }}
+        />
+      ) : null}
+    </>
+  );
+}
 
 export default function ContactsPage({
   params,
@@ -132,10 +266,11 @@ export default function ContactsPage({
             </BreadcrumbList>
           </Breadcrumb>
         </div>
-        <div className="flex gap-4">
-          <BulkUploadContacts contactBookId={contactBookId} />
-          <AddContact contactBookId={contactBookId} />
-        </div>
+        <ContactBookDetailActions
+          contactBookId={contactBookId}
+          contactBookName={contactBookDetailQuery.data?.name}
+          contactBookVariables={contactBookDetailQuery.data?.variables}
+        />
       </div>
 
       <div className="mt-10">
@@ -212,6 +347,23 @@ export default function ContactsPage({
                     : "--"}
                 </p>
               </div>
+              <div className="space-y-1">
+                <p className="text-xs text-muted-foreground">Variables</p>
+                <div className="flex flex-wrap gap-1">
+                  {(contactBookDetailQuery.data?.variables ?? []).length > 0 ? (
+                    contactBookDetailQuery.data?.variables.map((variable) => (
+                      <span
+                        key={variable}
+                        className="font-mono text-xs bg-muted px-2 py-0.5 rounded"
+                      >
+                        {variable}
+                      </span>
+                    ))
+                  ) : (
+                    <span className="text-sm text-muted-foreground">--</span>
+                  )}
+                </div>
+              </div>
             </CardContent>
           </Card>
 
@@ -329,6 +481,7 @@ export default function ContactsPage({
           contactBookId={contactBookId}
           contactBookName={contactBookDetailQuery.data?.name}
           doubleOptInEnabled={contactBookDetailQuery.data?.doubleOptInEnabled}
+          contactBookVariables={contactBookDetailQuery.data?.variables}
         />
       </div>
     </div>
diff --git a/apps/web/src/app/(dashboard)/contacts/add-contact-book.tsx b/apps/web/src/app/(dashboard)/contacts/add-contact-book.tsx
index 02801728..3e097662 100644
--- a/apps/web/src/app/(dashboard)/contacts/add-contact-book.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/add-contact-book.tsx
@@ -33,6 +33,7 @@ const contactBookSchema = z.object({
   name: z.string({ required_error: "Name is required" }).min(1, {
     message: "Name is required",
   }),
+  variables: z.string().optional(),
 });
 
 export default function AddContactBook() {
@@ -51,6 +52,7 @@ export default function AddContactBook() {
     resolver: zodResolver(contactBookSchema),
     defaultValues: {
       name: "",
+      variables: "",
     },
   });
 
@@ -63,6 +65,10 @@ export default function AddContactBook() {
     createContactBookMutation.mutate(
       {
         name: values.name,
+        variables: values.variables
+          ?.split(",")
+          .map((variable) => variable.trim())
+          .filter(Boolean),
       },
       {
         onSuccess: () => {
@@ -71,6 +77,9 @@ export default function AddContactBook() {
           setOpen(false);
           toast.success("Contact book created successfully");
         },
+        onError: (error) => {
+          toast.error(error.message);
+        },
       },
     );
   }
@@ -125,6 +134,25 @@ export default function AddContactBook() {
                   </FormItem>
                 )}
               />
+              <FormField
+                control={contactBookForm.control}
+                name="variables"
+                render={({ field }) => (
+                  <FormItem>
+                    <FormLabel>Variables</FormLabel>
+                    <FormControl>
+                      <Input
+                        placeholder="registrationCode, company, plan"
+                        {...field}
+                      />
+                    </FormControl>
+                    <FormDescription>
+                      Optional comma-separated variable names for campaign
+                      personalization.
+                    </FormDescription>
+                  </FormItem>
+                )}
+              />
               <div className="flex justify-end">
                 <Button
                   className=" w-[100px]"
diff --git a/apps/web/src/app/(dashboard)/contacts/delete-contact-book.tsx b/apps/web/src/app/(dashboard)/contacts/delete-contact-book.tsx
index 0886d609..75ebf27a 100644
--- a/apps/web/src/app/(dashboard)/contacts/delete-contact-book.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/delete-contact-book.tsx
@@ -7,10 +7,15 @@ import { ContactBook } from "@prisma/client";
 import { toast } from "@usesend/ui/src/toaster";
 import { Trash2 } from "lucide-react";
 import { z } from "zod";
+import type { ReactNode } from "react";
 
 export const DeleteContactBook: React.FC<{
   contactBook: Partial<ContactBook> & { id: string };
-}> = ({ contactBook }) => {
+  trigger?: ReactNode;
+  open?: boolean;
+  onOpenChange?: (open: boolean) => void;
+  onSuccess?: () => void | Promise<void>;
+}> = ({ contactBook, trigger, open, onOpenChange, onSuccess }) => {
   const deleteContactBookMutation =
     api.contacts.deleteContactBook.useMutation();
   const utils = api.useUtils();
@@ -34,14 +39,23 @@ export const DeleteContactBook: React.FC<{
         contactBookId: contactBook.id,
       },
       {
-        onSuccess: () => {
+        onSuccess: async () => {
           utils.contacts.getContactBooks.invalidate();
+          await onSuccess?.();
           toast.success(`Contact book deleted`);
         },
       },
     );
   }
 
+  const dialogTrigger =
+    trigger ??
+    (open === undefined ? (
+      <Button variant="ghost" size="sm" className="p-0 hover:bg-transparent ">
+        <Trash2 className="h-[18px] w-[18px] text-red/80 hover:text-red/70" />
+      </Button>
+    ) : null);
+
   return (
     <DeleteResource
       title="Delete Contact Book"
@@ -49,11 +63,9 @@ export const DeleteContactBook: React.FC<{
       schema={contactBookSchema}
       isLoading={deleteContactBookMutation.isPending}
       onConfirm={onContactBookDelete}
-      trigger={
-        <Button variant="ghost" size="sm" className="p-0 hover:bg-transparent ">
-          <Trash2 className="h-[18px] w-[18px] text-red/80 hover:text-red/70" />
-        </Button>
-      }
+      open={open}
+      onOpenChange={onOpenChange}
+      trigger={dialogTrigger}
       confirmLabel="Delete Contact Book"
     />
   );
diff --git a/apps/web/src/app/(dashboard)/contacts/edit-contact-book.tsx b/apps/web/src/app/(dashboard)/contacts/edit-contact-book.tsx
index d8f130a0..89cf2062 100644
--- a/apps/web/src/app/(dashboard)/contacts/edit-contact-book.tsx
+++ b/apps/web/src/app/(dashboard)/contacts/edit-contact-book.tsx
@@ -12,6 +12,7 @@ import {
 import {
   Form,
   FormControl,
+  FormDescription,
   FormField,
   FormItem,
   FormLabel,
@@ -24,63 +25,99 @@ import { z } from "zod";
 import { useForm } from "react-hook-form";
 import { zodResolver } from "@hookform/resolvers/zod";
 import { toast } from "@usesend/ui/src/toaster";
+import type { ReactNode } from "react";
 
 const contactBookSchema = z.object({
   name: z.string().min(1, { message: "Name is required" }),
+  variables: z.string().optional(),
 });
 
 export const EditContactBook: React.FC<{
-  contactBook: { id: string; name: string };
-}> = ({ contactBook }) => {
+  contactBook: { id: string; name: string; variables?: string[] };
+  trigger?: ReactNode;
+  open?: boolean;
+  onOpenChange?: (open: boolean) => void;
+  onSuccess?: () => void | Promise<void>;
+}> = ({
+  contactBook,
+  trigger,
+  open: controlledOpen,
+  onOpenChange,
+  onSuccess,
+}) => {
   const [open, setOpen] = useState(false);
   const updateContactBookMutation =
     api.contacts.updateContactBook.useMutation();
 
   const utils = api.useUtils();
+  const dialogTrigger =
+    trigger ??
+    (controlledOpen === undefined ? (
+      <Button
+        variant="ghost"
+        size="sm"
+        className="p-0 hover:bg-transparent"
+        onClick={(e) => e.stopPropagation()}
+      >
+        <Edit className="h-4 w-4 text-foreground/80 hover:text-foreground/70" />
+      </Button>
+    ) : null);
 
   const contactBookForm = useForm<z.infer<typeof contactBookSchema>>({
     resolver: zodResolver(contactBookSchema),
     defaultValues: {
       name: contactBook.name || "",
+      variables: (contactBook.variables ?? []).join(", "),
     },
   });
 
   async function onContactBookUpdate(
-    values: z.infer<typeof contactBookSchema>
+    values: z.infer<typeof contactBookSchema>,
   ) {
     updateContactBookMutation.mutate(
       {
         contactBookId: contactBook.id,
-        ...values,
+        name: values.name,
+        variables: values.variables
+          ?.split(",")
+          .map((variable) => variable.trim())
+          .filter(Boolean),
       },
       {
         onSuccess: async () => {
           utils.contacts.getContactBooks.invalidate();
-          setOpen(false);
+          await onSuccess?.();
+          if (controlledOpen === undefined) {
+            setOpen(false);
+          } else {
+            onOpenChange?.(false);
+          }
           toast.success("Contact book updated successfully");
         },
         onError: async (error) => {
           toast.error(error.message);
         },
-      }
+      },
     );
   }
 
   return (
     <Dialog
-      open={open}
-      onOpenChange={(_open) => (_open !== open ? setOpen(_open) : null)}
+      open={controlledOpen ?? open}
+      onOpenChange={(nextOpen) => {
+        if (controlledOpen === undefined) {
+          if (nextOpen !== open) {
+            setOpen(nextOpen);
+          }
+          return;
+        }
+
+        onOpenChange?.(nextOpen);
+      }}
     >
-      <DialogTrigger asChild>
-        <Button
-          variant="ghost"
-          size="sm"
-          className="p-0 hover:bg-transparent"
-          onClick={(e) => e.stopPropagation()}
-        >
-          <Edit className="h-4 w-4 text-foreground/80 hover:text-foreground/70" />
-        </Button>
-      </DialogTrigger>
+      {dialogTrigger ? (
+        <DialogTrigger asChild>{dialogTrigger}</DialogTrigger>
+      ) : null}
       <DialogContent>
         <DialogHeader>
           <DialogTitle>Edit Contact Book</DialogTitle>
@@ -104,6 +141,25 @@ export const EditContactBook: React.FC<{
                   </FormItem>
                 )}
               />
+              <FormField
+                control={contactBookForm.control}
+                name="variables"
+                render={({ field }) => (
+                  <FormItem>
+                    <FormLabel>Variables</FormLabel>
+                    <FormControl>
+                      <Input
+                        placeholder="registrationCode, company, plan"
+                        {...field}
+                      />
+                    </FormControl>
+                    <FormDescription>
+                      Comma-separated variable names available in campaigns for
+                      this contact book.
+                    </FormDescription>
+                  </FormItem>
+                )}
+              />
               <div className="flex justify-end">
                 <Button
                   className=" w-[100px]"
diff --git a/apps/web/src/lib/contact-properties.ts b/apps/web/src/lib/contact-properties.ts
new file mode 100644
index 00000000..35374576
--- /dev/null
+++ b/apps/web/src/lib/contact-properties.ts
@@ -0,0 +1,88 @@
+export function getCanonicalContactVariableName(
+  key: string,
+  allowedVariables: string[] = [],
+) {
+  const normalizedKey = key.trim().toLowerCase();
+
+  return allowedVariables.find(
+    (variable) => variable.toLowerCase() === normalizedKey,
+  );
+}
+
+export function normalizeContactProperties(
+  properties?: Record<string, unknown> | null,
+  allowedVariables: string[] = [],
+) {
+  const normalizedProperties: Record<string, unknown> = {};
+
+  for (const [key, value] of Object.entries(properties ?? {})) {
+    const canonicalKey = getCanonicalContactVariableName(key, allowedVariables);
+    normalizedProperties[canonicalKey ?? key] = value;
+  }
+
+  return normalizedProperties;
+}
+
+export function getContactPropertyValue(
+  properties: Record<string, unknown> | null | undefined,
+  key: string,
+  allowedVariables: string[] = [],
+) {
+  const normalizedKey = key.toLowerCase();
+  const canonicalKey = getCanonicalContactVariableName(key, allowedVariables);
+
+  const propertyKey = Object.keys(properties ?? {}).find((candidate) => {
+    const normalizedCandidate = candidate.toLowerCase();
+
+    return (
+      normalizedCandidate === normalizedKey ||
+      normalizedCandidate === canonicalKey?.toLowerCase()
+    );
+  });
+
+  const propertyValue = propertyKey ? properties?.[propertyKey] : undefined;
+
+  if (
+    typeof propertyValue === "string" ||
+    typeof propertyValue === "number" ||
+    typeof propertyValue === "boolean"
+  ) {
+    return String(propertyValue);
+  }
+
+  return undefined;
+}
+
+export function mergeContactProperties(
+  existingProperties?: Record<string, unknown> | null,
+  incomingProperties?: Record<string, unknown> | null,
+  allowedVariables: string[] = [],
+) {
+  return {
+    ...normalizeContactProperties(existingProperties, allowedVariables),
+    ...normalizeContactProperties(incomingProperties, allowedVariables),
+  };
+}
+
+export function replaceContactVariableValues(
+  existingProperties: Record<string, unknown> | null | undefined,
+  variableValues: Record<string, unknown>,
+  allowedVariables: string[] = [],
+) {
+  const normalizedExistingProperties = normalizeContactProperties(
+    existingProperties,
+    allowedVariables,
+  );
+
+  for (const key of Object.keys(normalizedExistingProperties)) {
+    if (getCanonicalContactVariableName(key, allowedVariables)) {
+      delete normalizedExistingProperties[key];
+    }
+  }
+
+  return mergeContactProperties(
+    normalizedExistingProperties,
+    variableValues,
+    allowedVariables,
+  );
+}
diff --git a/apps/web/src/lib/contact-properties.unit.test.ts b/apps/web/src/lib/contact-properties.unit.test.ts
new file mode 100644
index 00000000..5411366a
--- /dev/null
+++ b/apps/web/src/lib/contact-properties.unit.test.ts
@@ -0,0 +1,57 @@
+import { describe, expect, it } from "vitest";
+import {
+  getContactPropertyValue,
+  normalizeContactProperties,
+  replaceContactVariableValues,
+} from "~/lib/contact-properties";
+
+describe("contact-properties", () => {
+  it("normalizes registered property keys to the canonical variable casing", () => {
+    expect(
+      normalizeContactProperties(
+        {
+          Company: "Acme",
+          tier: "gold",
+          PlanName: "Pro",
+        },
+        ["company", "planName"],
+      ),
+    ).toEqual({
+      company: "Acme",
+      tier: "gold",
+      planName: "Pro",
+    });
+  });
+
+  it("reads property values case-insensitively for registered variables", () => {
+    expect(
+      getContactPropertyValue(
+        {
+          Company: "Acme",
+        },
+        "company",
+        ["company"],
+      ),
+    ).toBe("Acme");
+  });
+
+  it("replaces registry-backed values while preserving unrelated properties", () => {
+    expect(
+      replaceContactVariableValues(
+        {
+          Company: "Old Co",
+          tier: "gold",
+          notes: "keep me",
+        },
+        {
+          company: "New Co",
+        },
+        ["company", "plan"],
+      ),
+    ).toEqual({
+      notes: "keep me",
+      tier: "gold",
+      company: "New Co",
+    });
+  });
+});
diff --git a/apps/web/src/lib/zod/contact-book-schema.ts b/apps/web/src/lib/zod/contact-book-schema.ts
index ee9f20fa..c4b660ca 100644
--- a/apps/web/src/lib/zod/contact-book-schema.ts
+++ b/apps/web/src/lib/zod/contact-book-schema.ts
@@ -14,6 +14,10 @@ export const ContactBookSchema = z.object({
     description: "Custom properties for the contact book",
     example: { customField1: "value1" },
   }),
+  variables: z.array(z.string()).openapi({
+    description: "Allowed personalization variables for contacts in this book",
+    example: ["registrationCode", "company"],
+  }),
   emoji: z.string().openapi({
     description: "The emoji associated with the contact book",
     example: "📙",
diff --git a/apps/web/src/server/api/routers/contacts.ts b/apps/web/src/server/api/routers/contacts.ts
index 4d2e6e63..afcb32f8 100644
--- a/apps/web/src/server/api/routers/contacts.ts
+++ b/apps/web/src/server/api/routers/contacts.ts
@@ -11,201 +11,204 @@ import * as contactService from "~/server/service/contact-service";
 import * as contactBookService from "~/server/service/contact-book-service";
 
 export const contactsRouter = createTRPCRouter({
-	getContactBooks: teamProcedure
-		.input(z.object({ search: z.string().optional() }))
-		.query(async ({ ctx: { team }, input }) => {
-			return contactBookService.getContactBooks(team.id, input.search);
-		}),
+  getContactBooks: teamProcedure
+    .input(z.object({ search: z.string().optional() }))
+    .query(async ({ ctx: { team }, input }) => {
+      return contactBookService.getContactBooks(team.id, input.search);
+    }),
 
-	createContactBook: teamProcedure
-		.input(
-			z.object({
-				name: z.string(),
-			}),
-		)
-		.mutation(async ({ ctx: { team }, input }) => {
-			const { name } = input;
-			return contactBookService.createContactBook(team.id, name);
-		}),
+  createContactBook: teamProcedure
+    .input(
+      z.object({
+        name: z.string(),
+        variables: z.array(z.string()).optional(),
+      }),
+    )
+    .mutation(async ({ ctx: { team }, input }) => {
+      const { name, variables } = input;
+      return contactBookService.createContactBook(team.id, name, variables);
+    }),
 
-	getContactBookDetails: contactBookProcedure.query(
-		async ({ ctx: { contactBook } }) => {
-			const { totalContacts, unsubscribedContacts, campaigns } =
-				await contactBookService.getContactBookDetails(contactBook.id);
+  getContactBookDetails: contactBookProcedure.query(
+    async ({ ctx: { contactBook } }) => {
+      const { totalContacts, unsubscribedContacts, campaigns } =
+        await contactBookService.getContactBookDetails(contactBook.id);
 
-			return {
-				...contactBook,
-				totalContacts,
-				unsubscribedContacts,
-				campaigns,
-			};
-		},
-	),
+      return {
+        ...contactBook,
+        totalContacts,
+        unsubscribedContacts,
+        campaigns,
+      };
+    },
+  ),
 
-	updateContactBook: contactBookProcedure
-		.input(
-			z.object({
-				contactBookId: z.string(),
-				name: z.string().optional(),
-				properties: z.record(z.string()).optional(),
-				emoji: z.string().optional(),
-				doubleOptInEnabled: z.boolean().optional(),
-				doubleOptInFrom: z.string().nullable().optional(),
-				doubleOptInSubject: z.string().optional(),
-				doubleOptInContent: z.string().optional(),
-			}),
-		)
-		.mutation(async ({ ctx: { contactBook }, input }) => {
-			const { contactBookId, ...data } = input;
-			return contactBookService.updateContactBook(contactBook.id, data);
-		}),
+  updateContactBook: contactBookProcedure
+    .input(
+      z.object({
+        contactBookId: z.string(),
+        name: z.string().optional(),
+        properties: z.record(z.string()).optional(),
+        emoji: z.string().optional(),
+        doubleOptInEnabled: z.boolean().optional(),
+        doubleOptInFrom: z.string().nullable().optional(),
+        doubleOptInSubject: z.string().optional(),
+        doubleOptInContent: z.string().optional(),
+        variables: z.array(z.string()).optional(),
+      }),
+    )
+    .mutation(async ({ ctx: { contactBook }, input }) => {
+      const { contactBookId, ...data } = input;
+      return contactBookService.updateContactBook(contactBook.id, data);
+    }),
 
-	deleteContactBook: contactBookProcedure
-		.input(z.object({ contactBookId: z.string() }))
-		.mutation(async ({ ctx: { contactBook }, input }) => {
-			return contactBookService.deleteContactBook(contactBook.id);
-		}),
+  deleteContactBook: contactBookProcedure
+    .input(z.object({ contactBookId: z.string() }))
+    .mutation(async ({ ctx: { contactBook }, input }) => {
+      return contactBookService.deleteContactBook(contactBook.id);
+    }),
 
-	contacts: contactBookProcedure
-		.input(
-			z.object({
-				page: z.number().optional(),
-				subscribed: z.boolean().optional(),
-				search: z.string().optional(),
-			}),
-		)
-		.query(async ({ ctx: { db }, input }) => {
-			const page = input.page || 1;
-			const limit = 30;
-			const offset = (page - 1) * limit;
+  contacts: contactBookProcedure
+    .input(
+      z.object({
+        page: z.number().optional(),
+        subscribed: z.boolean().optional(),
+        search: z.string().optional(),
+      }),
+    )
+    .query(async ({ ctx: { db }, input }) => {
+      const page = input.page || 1;
+      const limit = 30;
+      const offset = (page - 1) * limit;
 
-			const whereConditions: Prisma.ContactFindManyArgs["where"] = {
-				contactBookId: input.contactBookId,
-				...(input.subscribed !== undefined
-					? { subscribed: input.subscribed }
-					: {}),
-				...(input.search
-					? {
-						OR: [
-							{ email: { contains: input.search, mode: "insensitive" } },
-							{ firstName: { contains: input.search, mode: "insensitive" } },
-							{ lastName: { contains: input.search, mode: "insensitive" } },
-						],
-					}
-					: {}),
-			};
+      const whereConditions: Prisma.ContactFindManyArgs["where"] = {
+        contactBookId: input.contactBookId,
+        ...(input.subscribed !== undefined
+          ? { subscribed: input.subscribed }
+          : {}),
+        ...(input.search
+          ? {
+              OR: [
+                { email: { contains: input.search, mode: "insensitive" } },
+                { firstName: { contains: input.search, mode: "insensitive" } },
+                { lastName: { contains: input.search, mode: "insensitive" } },
+              ],
+            }
+          : {}),
+      };
 
-			const countP = db.contact.count({ where: whereConditions });
+      const countP = db.contact.count({ where: whereConditions });
 
-			const contactsP = db.contact.findMany({
-				where: whereConditions,
-				select: {
-					id: true,
-					email: true,
-					firstName: true,
-					lastName: true,
-					subscribed: true,
-					createdAt: true,
-					contactBookId: true,
-					unsubscribeReason: true,
-				},
-				orderBy: {
-					createdAt: "desc",
-				},
-				skip: offset,
-				take: limit,
-			});
+      const contactsP = db.contact.findMany({
+        where: whereConditions,
+        select: {
+          id: true,
+          email: true,
+          firstName: true,
+          lastName: true,
+          properties: true,
+          subscribed: true,
+          createdAt: true,
+          contactBookId: true,
+          unsubscribeReason: true,
+        },
+        orderBy: {
+          createdAt: "desc",
+        },
+        skip: offset,
+        take: limit,
+      });
 
-			const [contacts, count] = await Promise.all([contactsP, countP]);
+      const [contacts, count] = await Promise.all([contactsP, countP]);
 
-			return { contacts, totalPage: Math.ceil(count / limit) };
-		}),
+      return { contacts, totalPage: Math.ceil(count / limit) };
+    }),
 
-	addContacts: contactBookProcedure
-		.input(
-			z.object({
-				contacts: z
-					.array(
-						z.object({
-							email: z.string(),
-							firstName: z.string().optional(),
-							lastName: z.string().optional(),
-							properties: z.record(z.string()).optional(),
-							subscribed: z.boolean().optional(),
-						}),
-					)
-					.max(50000),
-			}),
-		)
-		.mutation(async ({ ctx: { contactBook, team }, input }) => {
-			return contactService.bulkAddContacts(
-				contactBook.id,
-				input.contacts,
-				team.id,
-			);
-		}),
+  addContacts: contactBookProcedure
+    .input(
+      z.object({
+        contacts: z
+          .array(
+            z.object({
+              email: z.string(),
+              firstName: z.string().optional(),
+              lastName: z.string().optional(),
+              properties: z.record(z.string()).optional(),
+              subscribed: z.boolean().optional(),
+            }),
+          )
+          .max(50000),
+      }),
+    )
+    .mutation(async ({ ctx: { contactBook, team }, input }) => {
+      return contactService.bulkAddContacts(
+        contactBook.id,
+        input.contacts,
+        team.id,
+      );
+    }),
 
-	updateContact: contactBookProcedure
-		.input(
-			z.object({
-				contactId: z.string(),
-				email: z.string().optional(),
-				firstName: z.string().optional(),
-				lastName: z.string().optional(),
-				properties: z.record(z.string()).optional(),
-				subscribed: z.boolean().optional(),
-			}),
-		)
-		.mutation(async ({ ctx: { contactBook, team }, input }) => {
-			const { contactId, ...contact } = input;
-			const updatedContact = await contactService.updateContactInContactBook(
-				contactId,
-				contactBook.id,
-				contact,
-				team.id,
-			);
+  updateContact: contactBookProcedure
+    .input(
+      z.object({
+        contactId: z.string(),
+        email: z.string().optional(),
+        firstName: z.string().optional(),
+        lastName: z.string().optional(),
+        properties: z.record(z.string()).optional(),
+        subscribed: z.boolean().optional(),
+      }),
+    )
+    .mutation(async ({ ctx: { contactBook, team }, input }) => {
+      const { contactId, ...contact } = input;
+      const updatedContact = await contactService.updateContactInContactBook(
+        contactId,
+        contactBook.id,
+        contact,
+        team.id,
+      );
 
-			if (!updatedContact) {
-				throw new TRPCError({
-					code: "NOT_FOUND",
-					message: "Contact not found",
-				});
-			}
+      if (!updatedContact) {
+        throw new TRPCError({
+          code: "NOT_FOUND",
+          message: "Contact not found",
+        });
+      }
 
-			return updatedContact;
-		}),
+      return updatedContact;
+    }),
 
-	deleteContact: contactBookProcedure
-		.input(z.object({ contactId: z.string() }))
-		.mutation(async ({ ctx: { contactBook, team }, input }) => {
-			const deletedContact = await contactService.deleteContactInContactBook(
-				input.contactId,
-				contactBook.id,
-				team.id,
-			);
+  deleteContact: contactBookProcedure
+    .input(z.object({ contactId: z.string() }))
+    .mutation(async ({ ctx: { contactBook, team }, input }) => {
+      const deletedContact = await contactService.deleteContactInContactBook(
+        input.contactId,
+        contactBook.id,
+        team.id,
+      );
 
-			if (!deletedContact) {
-				throw new TRPCError({
-					code: "NOT_FOUND",
-					message: "Contact not found",
-				});
-			}
+      if (!deletedContact) {
+        throw new TRPCError({
+          code: "NOT_FOUND",
+          message: "Contact not found",
+        });
+      }
 
-			return deletedContact;
-		}),
+      return deletedContact;
+    }),
 
-	bulkDeleteContacts: contactBookProcedure
-		.input(z.object({ contactIds: z.array(z.string()).min(1).max(1000) }))
-		.mutation(async ({ ctx: { contactBook, team }, input }) => {
-			const deletedContacts =
-				await contactService.bulkDeleteContactsInContactBook(
-					input.contactIds,
-					contactBook.id,
-					team.id,
-				);
+  bulkDeleteContacts: contactBookProcedure
+    .input(z.object({ contactIds: z.array(z.string()).min(1).max(1000) }))
+    .mutation(async ({ ctx: { contactBook, team }, input }) => {
+      const deletedContacts =
+        await contactService.bulkDeleteContactsInContactBook(
+          input.contactIds,
+          contactBook.id,
+          team.id,
+        );
 
-			return { count: deletedContacts.length };
-		}),
+      return { count: deletedContacts.length };
+    }),
 
   resendDoubleOptInConfirmation: contactBookProcedure
     .input(z.object({ contactId: z.string() }))
@@ -276,6 +279,7 @@ export const contactsRouter = createTRPCRouter({
           email: true,
           firstName: true,
           lastName: true,
+          properties: true,
           subscribed: true,
           unsubscribeReason: true,
           createdAt: true,
diff --git a/apps/web/src/server/public-api/api/contacts/create-contact-book.api.test.ts b/apps/web/src/server/public-api/api/contacts/create-contact-book.api.test.ts
index 554cab66..6b1abee0 100644
--- a/apps/web/src/server/public-api/api/contacts/create-contact-book.api.test.ts
+++ b/apps/web/src/server/public-api/api/contacts/create-contact-book.api.test.ts
@@ -56,6 +56,7 @@ function buildContactBook(overrides?: Record<string, unknown>) {
     name: "Newsletter",
     teamId: 1,
     properties: {},
+    variables: [],
     emoji: "📙",
     doubleOptInEnabled: true,
     doubleOptInFrom: null,
@@ -116,6 +117,7 @@ describe("POST /v1/contactBooks", () => {
     expect(mockCreateContactBook).toHaveBeenCalledWith(
       1,
       "Newsletter",
+      undefined,
       mockTransactionClient,
     );
     expect(mockUpdateContactBook).not.toHaveBeenCalled();
@@ -169,6 +171,7 @@ describe("POST /v1/contactBooks", () => {
     expect(mockCreateContactBook).toHaveBeenCalledWith(
       1,
       "Product Updates",
+      undefined,
       mockTransactionClient,
     );
     expect(mockUpdateContactBook).toHaveBeenCalledWith(
@@ -224,6 +227,45 @@ describe("POST /v1/contactBooks", () => {
     );
   });
 
+  it("passes variables through createContactBook and returns them", async () => {
+    const created = buildContactBook({
+      id: "cb_4",
+      name: "Customers",
+      variables: ["company", "plan"],
+    });
+    mockCreateContactBook.mockResolvedValue(created);
+
+    const app = getApp();
+    createContactBookRoute(app);
+
+    const response = await app.request("http://localhost/api/v1/contactBooks", {
+      method: "POST",
+      headers: {
+        Authorization: "Bearer test-key",
+        "Content-Type": "application/json",
+      },
+      body: JSON.stringify({
+        name: "Customers",
+        variables: ["company", "plan"],
+      }),
+    });
+
+    expect(response.status).toBe(200);
+    expect(mockCreateContactBook).toHaveBeenCalledWith(
+      1,
+      "Customers",
+      ["company", "plan"],
+      mockTransactionClient,
+    );
+
+    const body = await response.json();
+    expect(body).toMatchObject({
+      id: "cb_4",
+      name: "Customers",
+      variables: ["company", "plan"],
+    });
+  });
+
   it("returns BAD_REQUEST when name is missing", async () => {
     const app = getApp();
     createContactBookRoute(app);
diff --git a/apps/web/src/server/public-api/api/contacts/create-contact-book.ts b/apps/web/src/server/public-api/api/contacts/create-contact-book.ts
index 1733ab79..11ef3b51 100644
--- a/apps/web/src/server/public-api/api/contacts/create-contact-book.ts
+++ b/apps/web/src/server/public-api/api/contacts/create-contact-book.ts
@@ -23,6 +23,7 @@ const route = createRoute({
             doubleOptInFrom: z.string().nullable().optional(),
             doubleOptInSubject: z.string().optional(),
             doubleOptInContent: z.string().optional(),
+            variables: z.array(z.string()).optional(),
           }),
         },
       },
@@ -54,7 +55,12 @@ function createContactBook(app: PublicAPIApp) {
       body.doubleOptInContent !== undefined;
 
     const contactBook = await db.$transaction(async (tx) => {
-      const created = await createContactBookService(team.id, body.name, tx);
+      const created = await createContactBookService(
+        team.id,
+        body.name,
+        body.variables,
+        tx,
+      );
 
       if (!hasOptionalFields) {
         return created;
@@ -77,6 +83,7 @@ function createContactBook(app: PublicAPIApp) {
     return c.json({
       ...contactBook,
       properties: contactBook.properties as Record<string, string>,
+      variables: contactBook.variables,
     });
   });
 }
diff --git a/apps/web/src/server/public-api/api/contacts/get-contact-book.ts b/apps/web/src/server/public-api/api/contacts/get-contact-book.ts
index b4149241..38a53a33 100644
--- a/apps/web/src/server/public-api/api/contacts/get-contact-book.ts
+++ b/apps/web/src/server/public-api/api/contacts/get-contact-book.ts
@@ -5,81 +5,81 @@ import { db } from "~/server/db";
 import { UnsendApiError } from "../../api-error";
 
 const route = createRoute({
-	method: "get",
-	path: "/v1/contactBooks/{contactBookId}",
-	request: {
-		params: z.object({
-			contactBookId: z.string().openapi({
-				param: {
-					name: "contactBookId",
-					in: "path",
-				},
-				example: "clx1234567890",
-			}),
-		}),
-	},
-	responses: {
-		200: {
-			content: {
-				"application/json": {
-					schema: ContactBookSchema,
-				},
-			},
-			description: "Retrieve the contact book",
-		},
-		403: {
-			content: {
-				"application/json": {
-					schema: z.object({
-						error: z.string(),
-					}),
-				},
-			},
-			description:
-				"Forbidden - API key doesn't have access to this contact book",
-		},
-		404: {
-			content: {
-				"application/json": {
-					schema: z.object({
-						error: z.string(),
-					}),
-				},
-			},
-			description: "Contact book not found",
-		},
-	},
+  method: "get",
+  path: "/v1/contactBooks/{contactBookId}",
+  request: {
+    params: z.object({
+      contactBookId: z.string().openapi({
+        param: {
+          name: "contactBookId",
+          in: "path",
+        },
+        example: "clx1234567890",
+      }),
+    }),
+  },
+  responses: {
+    200: {
+      content: {
+        "application/json": {
+          schema: ContactBookSchema,
+        },
+      },
+      description: "Retrieve the contact book",
+    },
+    403: {
+      content: {
+        "application/json": {
+          schema: z.object({
+            error: z.string(),
+          }),
+        },
+      },
+      description:
+        "Forbidden - API key doesn't have access to this contact book",
+    },
+    404: {
+      content: {
+        "application/json": {
+          schema: z.object({
+            error: z.string(),
+          }),
+        },
+      },
+      description: "Contact book not found",
+    },
+  },
 });
 
 function getContactBook(app: PublicAPIApp) {
-	app.openapi(route, async (c) => {
-		const team = c.var.team;
-		const contactBookId = c.req.valid("param").contactBookId;
+  app.openapi(route, async (c) => {
+    const team = c.var.team;
+    const contactBookId = c.req.valid("param").contactBookId;
 
-		const contactBook = await db.contactBook.findFirst({
-			where: {
-				id: contactBookId,
-				teamId: team.id,
-			},
-			include: {
-				_count: {
-					select: { contacts: true },
-				},
-			},
-		});
+    const contactBook = await db.contactBook.findFirst({
+      where: {
+        id: contactBookId,
+        teamId: team.id,
+      },
+      include: {
+        _count: {
+          select: { contacts: true },
+        },
+      },
+    });
 
-		if (!contactBook) {
-			throw new UnsendApiError({
-				code: "NOT_FOUND",
-				message: "Contact book not found",
-			});
-		}
+    if (!contactBook) {
+      throw new UnsendApiError({
+        code: "NOT_FOUND",
+        message: "Contact book not found",
+      });
+    }
 
-		return c.json({
-			...contactBook,
-			properties: contactBook.properties as Record<string, string>,
-		});
-	});
+    return c.json({
+      ...contactBook,
+      properties: contactBook.properties as Record<string, string>,
+    });
+  });
 }
 
 export default getContactBook;
diff --git a/apps/web/src/server/public-api/api/contacts/get-contact-books.ts b/apps/web/src/server/public-api/api/contacts/get-contact-books.ts
index cc164a93..526df7ee 100644
--- a/apps/web/src/server/public-api/api/contacts/get-contact-books.ts
+++ b/apps/web/src/server/public-api/api/contacts/get-contact-books.ts
@@ -4,34 +4,35 @@ import { PublicAPIApp } from "~/server/public-api/hono";
 import { getContactBooks as getContactBooksService } from "~/server/service/contact-book-service";
 
 const route = createRoute({
-	method: "get",
-	path: "/v1/contactBooks",
-	responses: {
-		200: {
-			content: {
-				"application/json": {
-					schema: z.array(ContactBookSchema),
-				},
-			},
-			description: "Retrieve contact books accessible by the API key",
-		},
-	},
+  method: "get",
+  path: "/v1/contactBooks",
+  responses: {
+    200: {
+      content: {
+        "application/json": {
+          schema: z.array(ContactBookSchema),
+        },
+      },
+      description: "Retrieve contact books accessible by the API key",
+    },
+  },
 });
 
 function getContactBooks(app: PublicAPIApp) {
-	app.openapi(route, async (c) => {
-		const team = c.var.team;
+  app.openapi(route, async (c) => {
+    const team = c.var.team;
 
-		const contactBooks = await getContactBooksService(team.id);
+    const contactBooks = await getContactBooksService(team.id);
 
-		// Ensure properties is a Record<string, string>
-		const sanitizedContactBooks = contactBooks.map((contactBook) => ({
-			...contactBook,
-			properties: contactBook.properties as Record<string, string>,
-		}));
+    // Ensure properties is a Record<string, string>
+    const sanitizedContactBooks = contactBooks.map((contactBook) => ({
+      ...contactBook,
+      properties: contactBook.properties as Record<string, string>,
+      variables: contactBook.variables,
+    }));
 
-		return c.json(sanitizedContactBooks);
-	});
+    return c.json(sanitizedContactBooks);
+  });
 }
 
 export default getContactBooks;
diff --git a/apps/web/src/server/public-api/api/contacts/update-contact-book.ts b/apps/web/src/server/public-api/api/contacts/update-contact-book.ts
index 4a777575..ec8a99db 100644
--- a/apps/web/src/server/public-api/api/contacts/update-contact-book.ts
+++ b/apps/web/src/server/public-api/api/contacts/update-contact-book.ts
@@ -29,6 +29,7 @@ const route = createRoute({
             doubleOptInFrom: z.string().nullable().optional(),
             doubleOptInSubject: z.string().optional(),
             doubleOptInContent: z.string().optional(),
+            variables: z.array(z.string()).optional(),
           }),
         },
       },
@@ -80,6 +81,7 @@ function updateContactBook(app: PublicAPIApp) {
     return c.json({
       ...updated,
       properties: updated.properties as Record<string, string>,
+      variables: updated.variables,
     });
   });
 }
diff --git a/apps/web/src/server/service/campaign-service.ts b/apps/web/src/server/service/campaign-service.ts
index 8d0f8e58..9ae6519b 100644
--- a/apps/web/src/server/service/campaign-service.ts
+++ b/apps/web/src/server/service/campaign-service.ts
@@ -2,6 +2,7 @@ import { EmailRenderer } from "@usesend/email-editor/src/renderer";
 import { db } from "../db";
 import { createHash } from "crypto";
 import { env } from "~/env";
+import { getContactPropertyValue } from "~/lib/contact-properties";
 import {
   Campaign,
   Contact,
@@ -36,13 +37,88 @@ const CAMPAIGN_UNSUB_PLACEHOLDER_REGEXES =
   });
 
 const CONTACT_VARIABLE_REGEX =
-  /\{\{\s*(?:contact\.)?(email|firstName|lastName)(?:,fallback=([^}]+))?\s*\}\}/gi;
+  /\{\{\s*(?:contact\.)?([a-zA-Z0-9_]+)(?:,fallback=([^}]+))?\s*\}\}/gi;
+
+const BUILT_IN_CONTACT_VARIABLES = ["email", "firstName", "lastName"] as const;
+
+function getContactReplacementValue({
+  contact,
+  key,
+  allowedVariables,
+}: {
+  contact: Contact;
+  key: string;
+  allowedVariables: string[];
+}) {
+  const normalizedKey = key.toLowerCase();
+
+  if (normalizedKey === "email") {
+    return contact.email;
+  }
+
+  if (normalizedKey === "firstname") {
+    return contact.firstName;
+  }
+
+  if (normalizedKey === "lastname") {
+    return contact.lastName;
+  }
+
+  const variableMap = new Map(
+    allowedVariables.map((variable) => [variable.toLowerCase(), variable]),
+  );
+  const matchedVariable = variableMap.get(normalizedKey);
+  if (!matchedVariable) {
+    return undefined;
+  }
+
+  if (!contact.properties || typeof contact.properties !== "object") {
+    return undefined;
+  }
+
+  return getContactPropertyValue(
+    contact.properties as Record<string, unknown>,
+    matchedVariable,
+    allowedVariables,
+  );
+}
+
+function createCaseInsensitiveVariableValues(
+  values: Record<string, string | null | undefined>,
+) {
+  const normalizedValues = Object.entries(values).reduce(
+    (acc, [key, value]) => {
+      if (value !== undefined) {
+        acc[key] = value;
+        acc[key.toLowerCase()] = value;
+      }
+
+      return acc;
+    },
+    {} as Record<string, string | null>,
+  );
+
+  return new Proxy(normalizedValues, {
+    get(target, prop, receiver) {
+      if (typeof prop === "string") {
+        const exact = Reflect.get(target, prop, receiver);
+        if (exact !== undefined) {
+          return exact;
+        }
+
+        return Reflect.get(target, prop.toLowerCase(), receiver);
+      }
+
+      return Reflect.get(target, prop, receiver);
+    },
+  }) as Record<string, string | null>;
+}
 
 function campaignHasUnsubscribePlaceholder(
   ...sources: Array<string | null | undefined>
 ) {
   return CAMPAIGN_UNSUB_PLACEHOLDER_REGEXES.some((regex) =>
-    sources.some((source) => (source ? regex.test(source) : false))
+    sources.some((source) => (source ? regex.test(source) : false)),
   );
 }
 
@@ -52,25 +128,38 @@ function replaceUnsubscribePlaceholders(html: string, url: string) {
   }, html);
 }
 
-function replaceContactVariables(html: string, contact: Contact) {
+function replaceContactVariables(
+  html: string,
+  contact: Contact,
+  allowedVariables: string[],
+) {
   return html.replace(
     CONTACT_VARIABLE_REGEX,
-    (_, key: string, fallback?: string) => {
-      const valueMap: Record<string, string | null | undefined> = {
-        email: contact.email,
-        firstname: contact.firstName,
-        lastname: contact.lastName,
-      };
-
+    (match: string, key: string, fallback?: string) => {
       const normalizedKey = key.toLowerCase();
-      const contactValue = valueMap[normalizedKey];
+      const isBuiltIn = BUILT_IN_CONTACT_VARIABLES.some(
+        (variable) => variable.toLowerCase() === normalizedKey,
+      );
+      const isAllowedRegistryVariable = allowedVariables.some(
+        (variable) => variable.toLowerCase() === normalizedKey,
+      );
+
+      if (!isBuiltIn && !isAllowedRegistryVariable) {
+        return match;
+      }
+
+      const contactValue = getContactReplacementValue({
+        contact,
+        key,
+        allowedVariables,
+      });
 
       if (contactValue && contactValue.length > 0) {
         return contactValue;
       }
 
       return fallback ?? "";
-    }
+    },
   );
 }
 
@@ -87,7 +176,7 @@ function sanitizeAddressList(addresses?: string | string[]) {
 }
 
 async function prepareCampaignHtml(
-  campaign: Campaign
+  campaign: Campaign,
 ): Promise<{ campaign: Campaign; html: string }> {
   if (campaign.content) {
     try {
@@ -120,10 +209,12 @@ async function renderCampaignHtmlForContact({
   campaign,
   contact,
   unsubscribeUrl,
+  allowedVariables,
 }: {
   campaign: Campaign;
   contact: Contact;
   unsubscribeUrl: string;
+  allowedVariables: string[];
 }) {
   if (campaign.content) {
     try {
@@ -135,13 +226,31 @@ async function renderCampaignHtmlForContact({
         linkValues[token] = unsubscribeUrl;
       }
 
+      const variableValues = createCaseInsensitiveVariableValues({
+        email: contact.email,
+        firstName: contact.firstName,
+        lastName: contact.lastName,
+        ...allowedVariables.reduce(
+          (acc, variable) => {
+            const value = getContactReplacementValue({
+              contact,
+              key: variable,
+              allowedVariables,
+            });
+
+            if (value !== undefined) {
+              acc[variable] = value;
+            }
+
+            return acc;
+          },
+          {} as Record<string, string | null | undefined>,
+        ),
+      });
+
       return renderer.render({
         shouldReplaceVariableValues: true,
-        variableValues: {
-          email: contact.email,
-          firstName: contact.firstName,
-          lastName: contact.lastName,
-        },
+        variableValues,
         linkValues,
       });
     } catch (error) {
@@ -155,7 +264,7 @@ async function renderCampaignHtmlForContact({
   }
 
   let html = replaceUnsubscribePlaceholders(campaign.html, unsubscribeUrl);
-  html = replaceContactVariables(html, contact);
+  html = replaceContactVariables(html, contact, allowedVariables);
 
   return html;
 }
@@ -245,7 +354,7 @@ export async function createCampaignFromApi({
 
   const unsubPlaceholderFound = campaignHasUnsubscribePlaceholder(
     sanitizedContent,
-    sanitizedHtml
+    sanitizedHtml,
   );
 
   if (!unsubPlaceholderFound) {
@@ -351,7 +460,7 @@ export async function sendCampaign(id: string) {
 
   const unsubPlaceholderFound = campaignHasUnsubscribePlaceholder(
     campaign.content,
-    html
+    html,
   );
 
   if (!unsubPlaceholderFound) {
@@ -430,7 +539,7 @@ export async function scheduleCampaign({
 
   const unsubPlaceholderFound = campaignHasUnsubscribePlaceholder(
     campaign.content,
-    html
+    html,
   );
   if (!unsubPlaceholderFound) {
     throw new UnsendApiError({
@@ -699,6 +808,7 @@ export async function deleteCampaign(id: string, teamId: number) {
 type CampaignEmailJob = {
   contact: Contact;
   campaign: Campaign;
+  allowedVariables: string[];
   emailConfig: {
     from: string;
     subject: string;
@@ -714,12 +824,12 @@ type CampaignEmailJob = {
 };
 
 async function processContactEmail(jobData: CampaignEmailJob) {
-  const { contact, campaign, emailConfig } = jobData;
+  const { contact, campaign, emailConfig, allowedVariables } = jobData;
 
   const unsubscribeUrl = createUnsubUrl(contact.id, emailConfig.campaignId);
   const oneClickUnsubUrl = createOneClickUnsubUrl(
     contact.id,
-    emailConfig.campaignId
+    emailConfig.campaignId,
   );
 
   // Check for suppressed emails before processing
@@ -734,18 +844,18 @@ async function processContactEmail(jobData: CampaignEmailJob) {
 
   const suppressionResults = await SuppressionService.checkMultipleEmails(
     allEmailsToCheck,
-    emailConfig.teamId
+    emailConfig.teamId,
   );
 
   // Filter each field separately
   const filteredToEmails = toEmails.filter(
-    (email) => !suppressionResults[email]
+    (email) => !suppressionResults[email],
   );
   const filteredCcEmails = ccEmails.filter(
-    (email) => !suppressionResults[email]
+    (email) => !suppressionResults[email],
   );
   const filteredBccEmails = bccEmails.filter(
-    (email) => !suppressionResults[email]
+    (email) => !suppressionResults[email],
   );
 
   // Check if the contact's email (TO recipient) is suppressed
@@ -755,6 +865,7 @@ async function processContactEmail(jobData: CampaignEmailJob) {
     campaign,
     contact,
     unsubscribeUrl,
+    allowedVariables,
   });
 
   if (isContactSuppressed) {
@@ -765,7 +876,7 @@ async function processContactEmail(jobData: CampaignEmailJob) {
         campaignId: emailConfig.campaignId,
         teamId: emailConfig.teamId,
       },
-      "Contact email is suppressed. Creating suppressed email record."
+      "Contact email is suppressed. Creating suppressed email record.",
     );
 
     const email = await db.email.create({
@@ -821,7 +932,7 @@ async function processContactEmail(jobData: CampaignEmailJob) {
         campaignId: emailConfig.campaignId,
         teamId: emailConfig.teamId,
       },
-      "Some CC recipients were suppressed and filtered out from campaign email."
+      "Some CC recipients were suppressed and filtered out from campaign email.",
     );
   }
 
@@ -833,7 +944,7 @@ async function processContactEmail(jobData: CampaignEmailJob) {
         campaignId: emailConfig.campaignId,
         teamId: emailConfig.teamId,
       },
-      "Some BCC recipients were suppressed and filtered out from campaign email."
+      "Some BCC recipients were suppressed and filtered out from campaign email.",
     );
   }
 
@@ -866,7 +977,7 @@ async function processContactEmail(jobData: CampaignEmailJob) {
   } catch (error) {
     logger.error(
       { err: error },
-      "Failed to create campaign email record so skipping email sending"
+      "Failed to create campaign email record so skipping email sending",
     );
     return;
   }
@@ -877,14 +988,14 @@ async function processContactEmail(jobData: CampaignEmailJob) {
     emailConfig.teamId,
     emailConfig.region,
     false,
-    oneClickUnsubUrl
+    oneClickUnsubUrl,
   );
 }
 
 export async function updateCampaignAnalytics(
   campaignId: string,
   emailStatus: EmailStatus,
-  hardBounce: boolean = false
+  hardBounce: boolean = false,
 ) {
   const campaign = await db.campaign.findUnique({
     where: { id: campaignId },
@@ -941,7 +1052,7 @@ export class CampaignBatchService {
       connection: getRedis(),
       prefix: BULL_PREFIX,
       skipVersionCheck: true,
-    }
+    },
   );
 
   static worker = new Worker(
@@ -987,6 +1098,16 @@ export class CampaignBatchService {
 
       const contacts = await db.contact.findMany({ where, ...pagination });
 
+      const contactBook = await db.contactBook.findUnique({
+        where: { id: campaign.contactBookId },
+        select: { variables: true },
+      });
+
+      const allowedVariables = [
+        ...BUILT_IN_CONTACT_VARIABLES,
+        ...(contactBook?.variables ?? []),
+      ];
+
       if (contacts.length === 0) {
         // No more contacts -> mark SENT
         await db.campaign.update({
@@ -1019,6 +1140,7 @@ export class CampaignBatchService {
         await processContactEmail({
           contact,
           campaign,
+          allowedVariables,
           emailConfig: {
             from: campaign.from,
             subject: campaign.subject,
@@ -1041,7 +1163,12 @@ export class CampaignBatchService {
         data: { lastCursor: newCursor, lastSentAt: new Date() },
       });
     }),
-    { connection: getRedis(), concurrency: 20, prefix: BULL_PREFIX, skipVersionCheck: true }
+    {
+      connection: getRedis(),
+      concurrency: 20,
+      prefix: BULL_PREFIX,
+      skipVersionCheck: true,
+    },
   );
 
   static async queueBatch({
@@ -1066,7 +1193,7 @@ export class CampaignBatchService {
         if (elapsedMs < windowMs) {
           logger.debug(
             { campaignId, remainingMs: windowMs - elapsedMs },
-            "Defensive skip enqueue; window not elapsed"
+            "Defensive skip enqueue; window not elapsed",
           );
           return;
         }
@@ -1074,14 +1201,14 @@ export class CampaignBatchService {
     } catch (err) {
       logger.warn(
         { err, campaignId },
-        "Failed defensive window check; proceeding to enqueue"
+        "Failed defensive window check; proceeding to enqueue",
       );
     }
 
     await this.batchQueue.add(
       `campaign-${campaignId}`,
       { campaignId, teamId },
-      { jobId: `campaign-batch:${campaignId}`, ...DEFAULT_QUEUE_OPTIONS }
+      { jobId: `campaign-batch:${campaignId}`, ...DEFAULT_QUEUE_OPTIONS },
     );
   }
 }
diff --git a/apps/web/src/server/service/contact-book-service.ts b/apps/web/src/server/service/contact-book-service.ts
index 7b7a8c98..b6936189 100644
--- a/apps/web/src/server/service/contact-book-service.ts
+++ b/apps/web/src/server/service/contact-book-service.ts
@@ -1,13 +1,17 @@
 import { CampaignStatus } from "@prisma/client";
-import { db } from "../db";
-import { LimitService } from "./limit-service";
-import { UnsendApiError } from "../public-api/api-error";
 import {
   DEFAULT_DOUBLE_OPT_IN_CONTENT,
   DEFAULT_DOUBLE_OPT_IN_SUBJECT,
   hasDoubleOptInUrlPlaceholder,
 } from "~/lib/constants/double-opt-in";
+import { db } from "../db";
+import { UnsendApiError } from "../public-api/api-error";
 import { validateDomainFromEmail } from "./domain-service";
+import { LimitService } from "./limit-service";
+import {
+  normalizeContactBookVariables,
+  validateContactBookVariables,
+} from "./contact-variable-service";
 
 type ContactBookDbClient = Pick<typeof db, "contactBook">;
 
@@ -22,6 +26,7 @@ export async function getContactBooks(teamId: number, search?: string) {
       name: true,
       teamId: true,
       properties: true,
+      variables: true,
       emoji: true,
       createdAt: true,
       updatedAt: true,
@@ -39,6 +44,7 @@ export async function getContactBooks(teamId: number, search?: string) {
 export async function createContactBook(
   teamId: number,
   name: string,
+  variables?: string[],
   client: ContactBookDbClient = db,
 ) {
   const { isLimitReached, reason } =
@@ -51,11 +57,23 @@ export async function createContactBook(
     });
   }
 
+  const normalizedVariables = normalizeContactBookVariables(variables);
+
+  try {
+    validateContactBookVariables(normalizedVariables);
+  } catch (error) {
+    throw new UnsendApiError({
+      code: "BAD_REQUEST",
+      message: error instanceof Error ? error.message : "Invalid variables",
+    });
+  }
+
   const created = await client.contactBook.create({
     data: {
       name,
       teamId,
       properties: {},
+      variables: normalizedVariables,
       doubleOptInEnabled: true,
       doubleOptInSubject: DEFAULT_DOUBLE_OPT_IN_SUBJECT,
       doubleOptInContent: DEFAULT_DOUBLE_OPT_IN_CONTENT,
@@ -98,6 +116,7 @@ export async function updateContactBook(
     name?: string;
     properties?: Record<string, string>;
     emoji?: string;
+    variables?: string[];
     doubleOptInEnabled?: boolean;
     doubleOptInFrom?: string | null;
     doubleOptInSubject?: string;
@@ -105,7 +124,39 @@ export async function updateContactBook(
   },
   client: ContactBookDbClient = db,
 ) {
-  const updateData = { ...data };
+  const restData = { ...data };
+  delete restData.variables;
+
+  const normalizedVariables =
+    data.variables === undefined
+      ? undefined
+      : normalizeContactBookVariables(data.variables);
+
+  if (normalizedVariables !== undefined) {
+    try {
+      validateContactBookVariables(normalizedVariables);
+    } catch (error) {
+      throw new UnsendApiError({
+        code: "BAD_REQUEST",
+        message: error instanceof Error ? error.message : "Invalid variables",
+      });
+    }
+  }
+
+  const updateData: {
+    name?: string;
+    properties?: Record<string, string>;
+    emoji?: string;
+    variables?: string[];
+    doubleOptInEnabled?: boolean;
+    doubleOptInSubject?: string;
+    doubleOptInContent?: string;
+  } = {
+    ...restData,
+    ...(normalizedVariables !== undefined
+      ? { variables: normalizedVariables }
+      : {}),
+  };
 
   if (data.doubleOptInFrom !== undefined) {
     const normalizedFrom = data.doubleOptInFrom?.trim() ?? "";
diff --git a/apps/web/src/server/service/contact-book-service.unit.test.ts b/apps/web/src/server/service/contact-book-service.unit.test.ts
index 5997127d..e0763665 100644
--- a/apps/web/src/server/service/contact-book-service.unit.test.ts
+++ b/apps/web/src/server/service/contact-book-service.unit.test.ts
@@ -84,6 +84,7 @@ describe("contact-book-service", () => {
         name: "Newsletter",
         teamId: 12,
         properties: {},
+        variables: [],
         doubleOptInEnabled: true,
         doubleOptInSubject: DEFAULT_DOUBLE_OPT_IN_SUBJECT,
         doubleOptInContent: DEFAULT_DOUBLE_OPT_IN_CONTENT,
diff --git a/apps/web/src/server/service/contact-service.ts b/apps/web/src/server/service/contact-service.ts
index 314470f4..8a16f987 100644
--- a/apps/web/src/server/service/contact-service.ts
+++ b/apps/web/src/server/service/contact-service.ts
@@ -3,6 +3,10 @@ import {
   type ContactPayload,
   type ContactWebhookEventType,
 } from "@usesend/lib/src/webhook/webhook-events";
+import {
+  mergeContactProperties,
+  normalizeContactProperties,
+} from "~/lib/contact-properties";
 import { db } from "../db";
 import { ContactQueueService } from "./contact-queue-service";
 import { WebhookService } from "./webhook-service";
@@ -29,6 +33,7 @@ export async function addOrUpdateContact(
     select: {
       doubleOptInEnabled: true,
       teamId: true,
+      variables: true,
     },
   });
 
@@ -47,6 +52,7 @@ export async function addOrUpdateContact(
     select: {
       subscribed: true,
       unsubscribeReason: true,
+      properties: true,
     },
   });
 
@@ -75,6 +81,19 @@ export async function addOrUpdateContact(
     existingContact === null &&
     !isExplicitUnsubscribeRequest;
 
+  const normalizedProperties =
+    contact.properties === undefined
+      ? undefined
+      : normalizeContactProperties(contact.properties, contactBook.variables);
+  const mergedProperties =
+    normalizedProperties === undefined
+      ? undefined
+      : mergeContactProperties(
+          (existingContact?.properties as Record<string, unknown> | null) ?? {},
+          normalizedProperties,
+          contactBook.variables,
+        );
+
   const savedContact = await db.contact.upsert({
     where: {
       contactBookId_email: {
@@ -87,7 +106,7 @@ export async function addOrUpdateContact(
       email: contact.email,
       firstName: contact.firstName,
       lastName: contact.lastName,
-      properties: contact.properties ?? {},
+      properties: normalizedProperties ?? {},
       subscribed: shouldCreatePendingContact
         ? false
         : (contact.subscribed ?? true),
@@ -100,7 +119,9 @@ export async function addOrUpdateContact(
     update: {
       firstName: contact.firstName,
       lastName: contact.lastName,
-      properties: contact.properties ?? {},
+      ...(mergedProperties !== undefined
+        ? { properties: mergedProperties }
+        : {}),
       ...(subscribedValue !== undefined
         ? {
             subscribed: subscribedValue,
@@ -168,12 +189,29 @@ export async function updateContactInContactBook(
     return null;
   }
 
+  const contactBook = await db.contactBook.findUnique({
+    where: { id: contactBookId },
+    select: { variables: true },
+  });
+
+  const mergedProperties =
+    contact.properties === undefined
+      ? undefined
+      : mergeContactProperties(
+          (existingContact.properties as Record<string, unknown> | null) ?? {},
+          contact.properties,
+          contactBook?.variables ?? [],
+        );
+
   const updatedContact = await db.contact.update({
     where: {
       id: contactId,
     },
     data: {
       ...contact,
+      ...(mergedProperties !== undefined
+        ? { properties: mergedProperties }
+        : {}),
       ...(contact.subscribed !== undefined
         ? {
             unsubscribeReason: contact.subscribed
@@ -243,7 +281,7 @@ export async function bulkDeleteContactsInContactBook(
     ),
   );
 
-	return contacts;
+  return contacts;
 }
 
 export async function resendDoubleOptInConfirmationInContactBook(
diff --git a/apps/web/src/server/service/contact-service.unit.test.ts b/apps/web/src/server/service/contact-service.unit.test.ts
index 9ce9d412..2c38144b 100644
--- a/apps/web/src/server/service/contact-service.unit.test.ts
+++ b/apps/web/src/server/service/contact-service.unit.test.ts
@@ -14,6 +14,7 @@ const {
     contact: {
       findFirst: vi.fn(),
       findUnique: vi.fn(),
+      update: vi.fn(),
       upsert: vi.fn(),
     },
   },
@@ -53,6 +54,7 @@ vi.mock("~/server/logger/log", () => ({
 import {
   addOrUpdateContact,
   resendDoubleOptInConfirmationInContactBook,
+  updateContactInContactBook,
 } from "~/server/service/contact-service";
 
 const createdAt = new Date("2026-02-08T00:00:00.000Z");
@@ -62,6 +64,7 @@ describe("contact-service addOrUpdateContact", () => {
     mockDb.contactBook.findUnique.mockReset();
     mockDb.contact.findFirst.mockReset();
     mockDb.contact.findUnique.mockReset();
+    mockDb.contact.update.mockReset();
     mockDb.contact.upsert.mockReset();
     mockWebhookEmit.mockReset();
     mockSendDoubleOptInConfirmationEmail.mockReset();
@@ -233,6 +236,134 @@ describe("contact-service addOrUpdateContact", () => {
     );
   });
 
+  it("canonicalizes registered property keys when creating contacts", async () => {
+    mockDb.contactBook.findUnique.mockResolvedValue({
+      doubleOptInEnabled: false,
+      teamId: 7,
+      variables: ["company"],
+    });
+    mockDb.contact.findUnique.mockResolvedValue(null);
+    mockDb.contact.upsert.mockResolvedValue({
+      id: "contact_8",
+      email: "frank@example.com",
+      contactBookId: "book_1",
+      subscribed: true,
+      properties: { company: "Acme", tier: "gold" },
+      firstName: null,
+      lastName: null,
+      createdAt,
+      updatedAt: createdAt,
+    });
+
+    await addOrUpdateContact(
+      "book_1",
+      {
+        email: "frank@example.com",
+        properties: {
+          Company: "Acme",
+          tier: "gold",
+        },
+      },
+      7,
+    );
+
+    const upsertArgs = mockDb.contact.upsert.mock.calls[0]?.[0];
+    expect(upsertArgs.create.properties).toEqual({
+      company: "Acme",
+      tier: "gold",
+    });
+    expect(upsertArgs.update.properties).toEqual({
+      company: "Acme",
+      tier: "gold",
+    });
+  });
+
+  it("preserves existing properties when upserting without properties", async () => {
+    mockDb.contactBook.findUnique.mockResolvedValue({
+      doubleOptInEnabled: false,
+      teamId: 7,
+      variables: ["company"],
+    });
+    mockDb.contact.findUnique.mockResolvedValue({
+      subscribed: true,
+      unsubscribeReason: null,
+      properties: {
+        company: "Acme",
+        tier: "gold",
+      },
+    });
+    mockDb.contact.upsert.mockResolvedValue({
+      id: "contact_10",
+      email: "preserve@example.com",
+      contactBookId: "book_1",
+      subscribed: true,
+      properties: {
+        company: "Acme",
+        tier: "gold",
+      },
+      firstName: "Updated",
+      lastName: null,
+      createdAt,
+      updatedAt: createdAt,
+    });
+
+    await addOrUpdateContact(
+      "book_1",
+      { email: "preserve@example.com", firstName: "Updated" },
+      7,
+    );
+
+    const upsertArgs = mockDb.contact.upsert.mock.calls[0]?.[0];
+    expect(upsertArgs.update).not.toHaveProperty("properties");
+  });
+
+  it("merges existing properties when upserting with partial properties", async () => {
+    mockDb.contactBook.findUnique.mockResolvedValue({
+      doubleOptInEnabled: false,
+      teamId: 7,
+      variables: ["company"],
+    });
+    mockDb.contact.findUnique.mockResolvedValue({
+      subscribed: true,
+      unsubscribeReason: null,
+      properties: {
+        Company: "Old Co",
+        tier: "gold",
+      },
+    });
+    mockDb.contact.upsert.mockResolvedValue({
+      id: "contact_11",
+      email: "merge@example.com",
+      contactBookId: "book_1",
+      subscribed: true,
+      properties: {
+        company: "New Co",
+        tier: "gold",
+      },
+      firstName: null,
+      lastName: null,
+      createdAt,
+      updatedAt: createdAt,
+    });
+
+    await addOrUpdateContact(
+      "book_1",
+      {
+        email: "merge@example.com",
+        properties: {
+          company: "New Co",
+        },
+      },
+      7,
+    );
+
+    const upsertArgs = mockDb.contact.upsert.mock.calls[0]?.[0];
+    expect(upsertArgs.update.properties).toEqual({
+      company: "New Co",
+      tier: "gold",
+    });
+  });
+
   it("throws when contact book does not exist", async () => {
     mockDb.contactBook.findUnique.mockResolvedValue(null);
 
@@ -325,4 +456,59 @@ describe("contact-service addOrUpdateContact", () => {
     ).resolves.toBeNull();
     expect(mockSendDoubleOptInConfirmationEmail).not.toHaveBeenCalled();
   });
+
+  it("merges contact properties on update and canonicalizes registry variables", async () => {
+    mockDb.contact.findFirst.mockResolvedValue({
+      id: "contact_9",
+      email: "grace@example.com",
+      contactBookId: "book_1",
+      subscribed: true,
+      unsubscribeReason: null,
+      properties: {
+        Company: "Old Co",
+        notes: "keep me",
+      },
+      createdAt,
+      updatedAt: createdAt,
+    });
+    mockDb.contactBook.findUnique.mockResolvedValue({
+      variables: ["company", "plan"],
+    });
+    mockDb.contact.update.mockResolvedValue({
+      id: "contact_9",
+      email: "grace@example.com",
+      contactBookId: "book_1",
+      subscribed: true,
+      unsubscribeReason: null,
+      properties: {
+        company: "New Co",
+        notes: "keep me",
+      },
+      createdAt,
+      updatedAt: createdAt,
+    });
+
+    await updateContactInContactBook(
+      "contact_9",
+      "book_1",
+      {
+        properties: {
+          company: "New Co",
+        },
+      },
+      7,
+    );
+
+    expect(mockDb.contact.update).toHaveBeenCalledWith({
+      where: {
+        id: "contact_9",
+      },
+      data: {
+        properties: {
+          company: "New Co",
+          notes: "keep me",
+        },
+      },
+    });
+  });
 });
diff --git a/apps/web/src/server/service/contact-variable-service.ts b/apps/web/src/server/service/contact-variable-service.ts
new file mode 100644
index 00000000..21a732bd
--- /dev/null
+++ b/apps/web/src/server/service/contact-variable-service.ts
@@ -0,0 +1,40 @@
+export const CONTACT_VARIABLE_NAME_REGEX = /^[a-zA-Z0-9_]+$/;
+const RESERVED_CONTACT_VARIABLES = new Set(["email", "firstname", "lastname"]);
+
+export function normalizeContactBookVariables(variables?: string[]): string[] {
+  if (!variables) {
+    return [];
+  }
+
+  const deduped = new Map<string, string>();
+
+  for (const variable of variables) {
+    const trimmed = variable.trim();
+    if (!trimmed) {
+      continue;
+    }
+
+    const normalized = trimmed.toLowerCase();
+    if (!deduped.has(normalized)) {
+      deduped.set(normalized, trimmed);
+    }
+  }
+
+  return Array.from(deduped.values());
+}
+
+export function validateContactBookVariables(variables: string[]) {
+  for (const variable of variables) {
+    if (!CONTACT_VARIABLE_NAME_REGEX.test(variable)) {
+      throw new Error(
+        `Variable "${variable}" contains invalid characters. Use only letters, numbers, and underscores.`,
+      );
+    }
+
+    if (RESERVED_CONTACT_VARIABLES.has(variable.toLowerCase())) {
+      throw new Error(
+        `Variable "${variable}" is reserved. Use a different name.`,
+      );
+    }
+  }
+}
diff --git a/packages/email-editor/src/editor.tsx b/packages/email-editor/src/editor.tsx
index d31d0b51..96e0eaa4 100644
--- a/packages/email-editor/src/editor.tsx
+++ b/packages/email-editor/src/editor.tsx
@@ -69,6 +69,7 @@ export type EditorProps = {
   initialContent?: Content;
   variables?: Array<string>;
   uploadImage?: UploadFn;
+  variableSuggestionsHelperText?: string;
 };
 
 export const Editor: React.FC<EditorProps> = ({
@@ -76,6 +77,7 @@ export const Editor: React.FC<EditorProps> = ({
   initialContent,
   variables,
   uploadImage,
+  variableSuggestionsHelperText,
 }) => {
   const menuContainerRef = useRef(null);
 
@@ -96,7 +98,11 @@ export const Editor: React.FC<EditorProps> = ({
         },
       },
     },
-    extensions: extensions({ variables, uploadImage }),
+    extensions: extensions({
+      variables,
+      uploadImage,
+      variableSuggestionsHelperText,
+    }),
     onUpdate: ({ editor }) => {
       onUpdate?.(editor);
     },
diff --git a/packages/email-editor/src/extensions/index.ts b/packages/email-editor/src/extensions/index.ts
index 4587c2b7..c086279c 100644
--- a/packages/email-editor/src/extensions/index.ts
+++ b/packages/email-editor/src/extensions/index.ts
@@ -21,9 +21,11 @@ import { ResizableImageExtension, UploadFn } from "./ImageExtension";
 export function extensions({
   variables,
   uploadImage,
+  variableSuggestionsHelperText,
 }: {
   variables?: Array<string>;
   uploadImage?: UploadFn;
+  variableSuggestionsHelperText?: string;
 }) {
   const extensions = [
     StarterKit.configure({
@@ -79,7 +81,10 @@ export function extensions({
     ButtonExtension,
     GlobalDragHandle,
     VariableExtension.configure({
-      suggestion: getVariableSuggestions(variables),
+      suggestion: getVariableSuggestions(
+        variables,
+        variableSuggestionsHelperText,
+      ),
     }),
     UnsubscribeFooterExtension,
     ResizableImageExtension.configure({ uploadImage }),
diff --git a/packages/email-editor/src/nodes/variable.tsx b/packages/email-editor/src/nodes/variable.tsx
index 0788da5b..dfac748e 100644
--- a/packages/email-editor/src/nodes/variable.tsx
+++ b/packages/email-editor/src/nodes/variable.tsx
@@ -36,7 +36,7 @@ export const VariableList = forwardRef((props: any, ref) => {
     onKeyDown: ({ event }: { event: KeyboardEvent }) => {
       if (event.key === "ArrowUp") {
         setSelectedIndex(
-          (selectedIndex + props.items.length - 1) % props.items.length
+          (selectedIndex + props.items.length - 1) % props.items.length,
         );
         return true;
       }
@@ -64,7 +64,7 @@ export const VariableList = forwardRef((props: any, ref) => {
             onClick={() => selectItem(index)}
             className={cn(
               "flex w-full space-x-2 rounded-md px-2 py-1 text-left text-sm text-gray-900 hover:bg-gray-100",
-              index === selectedIndex ? "bg-gray-200" : "bg-white"
+              index === selectedIndex ? "bg-gray-200" : "bg-white",
             )}
           >
             {item}
@@ -75,6 +75,11 @@ export const VariableList = forwardRef((props: any, ref) => {
           No result
         </button>
       )}
+      {props.helperText ? (
+        <div className="px-2 pt-1 text-[11px] text-gray-400">
+          {props.helperText}
+        </div>
+      ) : null}
     </div>
   );
 });
@@ -82,14 +87,15 @@ export const VariableList = forwardRef((props: any, ref) => {
 VariableList.displayName = "VariableList";
 
 export function getVariableSuggestions(
-  variables: Array<string> = []
+  variables: Array<string> = [],
+  helperText?: string,
 ): Omit<SuggestionOptions, "editor"> {
   return {
     items: ({ query }) => {
       return variables
         .concat(query.length > 0 ? [query] : [])
         .filter((item) => item.toLowerCase().startsWith(query.toLowerCase()))
-        .slice(0, 5);
+        .slice(0, 10);
     },
 
     render: () => {
@@ -102,6 +108,10 @@ export function getVariableSuggestions(
             props,
             editor: props.editor,
           });
+          component.updateProps({
+            ...props,
+            helperText,
+          });
 
           if (!props.clientRect) {
             return;
@@ -119,7 +129,10 @@ export function getVariableSuggestions(
         },
 
         onUpdate(props) {
-          component.updateProps(props);
+          component.updateProps({
+            ...props,
+            helperText,
+          });
 
           if (!props.clientRect) {
             return;
@@ -180,7 +193,7 @@ export function VariableComponent(props: NodeViewProps) {
           <button
             className={cn(
               "inline-flex items-center justify-center rounded-md text-sm gap-1 ring-offset-white transition-colors",
-              "px-2 border border-gray-300 shadow-sm  cursor-pointer text-foreground/80"
+              "px-2 border border-gray-300 shadow-sm  cursor-pointer text-foreground/80",
             )}
             onClick={(e) => {
               e.preventDefault();