Customize subject format for standard emails

Do you know how form letters say “Dear FIRSTNAME, from CITYNAME” … it is like that.

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Well, my question is how would I correctly modify?

For instance,

for this particular forum, would this exact modification be correct?:

[%{Discourse_Meta}]

Or would I have to keep site_name in there somewhere?

Also, why in this list of email subjects is [%{site_name}] the only one with [] around it?

[%{site_name}] %{optional_pm}%{optional_cat}%{topic_title}

BTW, is this a specific code language? I could do some research on it if I knew what I was looking for