Template Variables can be utilized to pre-configure a template, and insert specific points of data for each account, without having to set up a different template for every account. This allows you to personalize every message that is sent using a Template, without having to create a template for each customer.
For example, entering [ROU_CNAME] on a template will pull in the delivery name on the route tab in the customer information.
To view a list of variables compatible with CMC, see Appendix A in the CMC manual.