Using email variables for personalization

The key to a successful email marketing campaign is personalized communication. 

Using variables you can personalize emails easily without inputting personal information manually for each of your recipients.

This is even more effective if your recipient list is sizeable. For example, you can include your recipient’s name, job position, or company name in your email copy – all in an automated way! 

This approach makes your recipients feel valued and makes your email content relevant and personal.

Here’s our guide on how to use email variables in

Adding variables to an email

Open the Email Drip Campaign editor, add the Email element to the sequence and start composing your message.

There are two ways you can add a variable to your email text: 

  • From a drop-down variables menu

Click the Add personalization variable button in the email editor tools menu to open a drop-down list of variables.

The list contains all available variables (system and custom).  Choose the email variable you need.

  • By typing it directly into the email text

If you’d prefer to type the variable manually, you can do so. Make sure you keep the correct formatting: note the use of {{double braces}} on both sides of the variable.

Here’s some examples of a correct variable format:

  • {{first_name}} 
  • {{company_name}} 
  • {{position}}

Important notes:

For example, if you add Hi, {{full_name: there}} variable to an email, it will resolve as Hi, John Smith if the name is mentioned in the profile, and as Hi, there if the name is empty. 

Managing missing variables

You can define how a drip campaign will handle a missing variable information scenario.

After you’ve done composing your email, go to the Prospects step in the drip campaign editor. 

Scroll down and find these options:

  • Send it to the To check list 

If a prospect’s profile from your list is missing required details, the drip campaign won’t start until you add variable information manually on the To check list.

  • Send campaign anyway

If a prospect’s profile from your list is missing required details, the variables will resolve into a fallback content if it’s filled in. If it’s not, the drip campaign will start anyway and put a blank space instead of a variable.

Types of email variables

Email variables are divided into two categories:

  • System variables

A list of variables embedded into by default. 

They are: Full name, First name, Last name, Country, Industry, LinkedIn URL, Facebook URL, Twitter URL, Position, Company name, Company website

  • Custom variables

Adding a custom field with personal data to your prospect list makes it available to use as a personalization variable. 

Learn how to add custom fields here

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