Token replacement for own-created table

How could I put a token %name in the simplenews module to display: "Hello John" for example?
I can do this if user is registered (I've found a patch), but my users are only subscribed and I save the name in another table apart from users, because they aren't realy users, they are only subscriptors.

Can I create a token for my own created table??

Thank you very very very much!!!!!!!