How to use variables for email personalization

With campaigns, you can use variables to send personalized emails automatically. After reading this guide, you’ll learn about different variable types you can use for higher engagement.

Personalization variables in –>

Default variables –>

Custom variables –>

Dynamic variables –>

What is a correct variable format –>

What are email variables and how they work

When your recipient reads an email that addresses their specific needs, they’re more likely to respond and engage. Email variables are special placeholders used to personalize email campaigns in bulk.

Variable values are dynamic, meaning they change based on the relevant information from the prospect’s profile or custom text you add.

For example, if you want to send a campaign to a list of contacts and address each recipient by their first name or job title, you insert the specific placeholder into your email.

When recipients get your email, they will see their name in the email as specified in their lead profile. This works the same way for any other lead attribute.


By using variables, you can automatically insert lead details or custom text specific to the recipient.

How to add variables to email content

You can find a list of variables in the campaign email editor –>.

To add a variable to your email, click Variable on the toolbar and select the desired variable from the drop-down list. A placeholder will be inserted at the cursor position.

You can add variables anywhere in the email body or subject line.

Personalization variable types in automatically generates variables for both default and custom prospect fields.


Once the email is sent, the variable you inserted will be replaced with the corresponding field’s value. The recipient will see the personalized content instead of the placeholder.


1) Default variables

Leads found with come enriched with data fields such as name, company, position, social URLs, etc. Each prospect field has a corresponding variable that can be inserted into your emails.

Prospect field Placeholder (Variable name)
Full name
First Name
Last Name
Sender account name
LinkedIn URL
Facebook URL
Twitter URL
Company name
Company website

2) Custom variables

Custom variables allow you to personalize your emails with any additional information you have about your leads.

For example, you can use unique pieces of text for different leads in bulk by inserting custom variables like {{icebreaker}} or {{common_ground}}.


 They inherit their names from custom prospect fields. For example, if a custom prospect field is named “Personalization,” the placeholder for this variable will be {{Personalization}}.

You can create up to 30 custom fields in your account and fill them with data in bulk using the import feature.

Read how to create custom prospect fields –>

Read how to bulk upload prospect data using import –>

3) Dynamic variables

Dynamic content makes your emails even more personalized and effective.

It works by checking a selected prospect field. If the field value matches the condition you set, the personalized text variations will be used in the email.

Learn more on how to use dynamic content to send targeted emails –>

Correct variable format uses a variable format with double curly braces on both sides and underscores to separate words in the field’s title.

The name of the custom variable should match the name of the prospect field.

Default variable: {{default_field_name}}
Custom variable: {{custom_field_name}}

A red label indicates a format error or a non-existent prospect field.

To fix an invalid variable, click on the placeholder, enter the correct variable name, and select it from the drop-down list.

If you insert variables from the Variable menu, they will always be in the correct format. You can also add placeholders through the email’s source code, but make sure to use the correct format for manual entry.

A correctly added variable will appear as a colored label in the email editor.


Use the Preview and test option at the bottom to make sure the variables display correctly before launching a campaign.

Read next:

In cases where a prospect’s profile is missing the necessary custom data, you can add a default value to be used.

Learn how to add default values for variables –> campaigns notify you if there is no information available for an email variable. You can manually fill in the empty fields with data before sending the campaign.

How to fill in missing variables manually –>

If you have a question that we haven’t covered, feel free to reach out to our Customer Care team. You can contact us at or through live chat. We’re here to assist you!

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