Tokens are "widgets" used to customize and personalize your message by using by allowing you to merge lead data into each email that goes out.

For example, you can create a message with a personal greeting, "Dear Susie," just by using "Dear [First]."
To use a token, Put the one-word token in square brackets, like this:

[First]

When using tokens, you can provide a default value that is printed if that field is empty, like this:

[First Valued Customer]

If you are using "Dear [First Valued Customer]" and the first name field is empty, your email will contain "Dear Valued Customer."

There are Tokens available for all General Fields (the core fields that are universal to all Open Leads accounts) - and include:
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[Signature] (signature of user that sent this email),
[PhotoSignature] (Image signature of user that sent this email),
[LogoSignature] (Logo signature of user that sent this email),
[LeadSignature] (signature of user assigned to this lead),
[LeadPhotoSignature] (Image signature of user assigned to this lead),
[LeadLogoSignature] (Logo signature of user assigned to this lead),
[LeadUserName] (name of user assigned to this lead),
[Following] (url to following page, used with lead following),
[Main] (full lead name - last, first, company),
[Title], [First], [Middle], [Last], [Suffix], [Company], [Jobtitle], [Phone], [Phone_Type], [Phone2], [Phone2_Type], [Phone3], [Phone3_Type], [Email], [Adesc], [Address], [City], [State], [Zip], [Country], [Alt_Adesc], [Alt_Address], [Alt_City], [Alt_State], [Alt_Zip], [Alt_Country]

Your account will automatically generate additional tokens for all of your custom fields, as well.