3 min read

Using variables for personalization

Make every email feel personal by using variables that automatically insert lead-specific data like first name, company, and custom fields.

What are Variables?

Variables are placeholders in your email that get replaced with actual data from each lead when the email is sent. This allows you to send personalized emails at scale without manually editing each one.

You write:

Hi {{firstName}}, I noticed {{companyName}} is hiring...

Lead receives:

Hi Sarah, I noticed Acme Inc is hiring...

Available Variables

Variable	Description
{{firstName}}	Lead's first name
{{lastName}}	Lead's last name
{{email}}	Lead's email address
{{companyName}}	Company/organization name
{{title}}	Job title
{{website}}	Company website
{{city}}	Lead's city
{{country}}	Lead's country

Custom Variables

Any column in your CSV file becomes a variable you can use. If your CSV has a column called "Industry", you can use {{industry}} in your emails.

Column Names Become Variables

Variable names are based on your CSV column headers. A column named "Company Size" becomes {{companySize}}. Spaces are removed and the name is converted to camelCase.

How to Use Variables

Type the variable

In your email editor, type the variable name wrapped in double curly braces:{{variableName}}

Or use the insert menu

Click the Insert Variable button in the email editor toolbar to see all available variables and insert them with one click.

Fallback Values

If a lead is missing data for a variable, you can set a fallback value that will be used instead. This prevents awkward blank spaces in your emails.

Syntax:

{{firstName | fallback: "there"}}

If firstName exists:

"Hi Sarah, ..."

If firstName is empty:

"Hi there, ..."

Preview Your Emails

Always preview your emails before launching a campaign. Check that all variables are correctly spelled and that fallback values make sense. A typo like {{fristName}} will appear as-is in your sent emails.

Full Example

Email Template

Subject: Quick question for {{companyName}} Hi {{firstName | fallback: "there"}}, I saw that {{companyName}} is {{industry | fallback: "growing"}} - impressive work! We've helped similar companies like {{exampleClient | fallback: "others in your space"}} achieve [result]. Would you be open to a quick 15-min call this week? Best, [Your name]

Next Steps

Using Spintax

Add variation to your emails.

Uploading Leads

Import data for your variables.

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