Before setting up personalisation in Taxi from Marketo, you'll need to set up personalisation in your account.
Personalisation fields in Marketo use Apache Velocity, and uses the following style of notation:
These are set up in the personalisation settings in Taxi. Below is what this will look like in Taxi
These will become available in rich text fields in the editor
You can also add as much or as little code to the personalisation page in Taxi to show different content depending on who is receiving the email, for example showing default content if someone’s first name isn’t known: