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Have a quick peak at the help entry for "Customizing HTML templates":

Custom data keys If you include a token that exactly matches the name of one of your custom data keys, it is converted to the value of that key for the given task. For example, if you have a "Location" key for your tasks, you can use a {@Location@} token in your template.

Works great so long as your custom column names don't collide with our built-in column names. Note that they are case sensitive.