Token replacement doesn't work

i fixed this issue by adapting the method the realname module is using to modify the mail's "To:" header:

<?php
function my_module_mail_alter(&$message) {
  if (strpos($message['id'], 'simplenews') !== FALSE) {
    $user = user_load(array('mail' => $message['to']));
    profile_load_profile($account);
    // Replace receiver's name.
    $var = array ('[!simplenews-receiver-salutation!]' => $user -> profile_salutation, '[!realname!]' => $user -> realname);
	$message['body']['body'] = strtr($message['body']['body'], $var);
  }
}
?>

the problem is that when this hook gets called, the token replacement has already taken place. it would also be nice if we could integrate the profile module here.

any ideas how to improve this?

lukas