---
updatedAt: 2025-09-12T01:35:25.000Z
agentTools:
  projectIndex: https://docs.maxemail.xtremepush.com/llms.txt
---

# Content tokens

There are a number of tokens available in the system which automate adding certain content. The more common tokens can be added by the toolbar buttons found in the [Content Editors](https://docs.maxemail.xtremepush.com/docs/email-tab-content); the information below is aimed at more advanced users and content designers who may wish to incorporate the tokens when building their designs outside the system.

## Generic Format

```
[keyword(options):value;alternate]
```

The *keyword* describes the action for the token. Some keywords have additional *options* and may operate on a given *value*. Some may also insert some *alternate* content if the initial value fails to be found.

## Keywords and their options

* [Date token](https://docs.maxemail.xtremepush.com/docs/token-date)

* [Form token](https://docs.maxemail.xtremepush.com/docs/token-form)

* [Merge token](https://docs.maxemail.xtremepush.com/docs/token-merge)

* [Recipient token](https://docs.maxemail.xtremepush.com/docs/token-recipient)

* [Ruleset token](https://docs.maxemail.xtremepush.com/docs/token-ruleset)

* [Snippet token](https://docs.maxemail.xtremepush.com/docs/token-snippet)

* [Unsubscribe tokens](https://docs.maxemail.xtremepush.com/docs/token-unsubscribe)

* [Weblink token](https://docs.maxemail.xtremepush.com/docs/token-weblink)

## Token Transforms

Certain token accept a list of [Token Transforms](https://docs.maxemail.xtremepush.com/docs/token-transforms), which will manipulate the value before it is merged into the content.