Personalization in LinkedIn Outreach lets you insert dynamic variables into your connection notes, messages, and InMails — so every message feels individually written, even when it's sent to hundreds of prospects. This article covers how to use the default variables available in every campaign, and how to create your own custom variables for deeper personalization.
What are Personalization Variables?
Personalization variables are placeholders you add to your message templates. When a message sends, SalesTarget.ai replaces each placeholder with the actual data from that prospect's record.
Template: Hi {{first_name}}, I noticed {{company_name}} is expanding — congrats on the growth!
What the prospect receives: Hi Sarah, I noticed Acme Corp is expanding — congrats on the growth!
Default Variables Available in Every Campaign
Variable | What it inserts |
{{first_name}} | Prospect's first name |
{{last_name}} | Prospect's last name |
{{full_name}} | Prospect's full name |
{{job_title}} | Prospect's job title |
{{company_name}} | Prospect's company name |
{{industry}} | Prospect's industry |
{{city}} | Prospect's city |
{{country}} | Prospect's country |
{{sender_name}} | Your name (the sender) |
{{sender_company}} | Your company name |
{{sender_title}} | Your job title |
Custom Variables
Custom variables let you add any field you need that isn't covered by the defaults.
Example use cases:
{{icebreaker}} — a unique, research-based opening line for each prospect
{{recent_post_topic}} — the topic of their most recent LinkedIn post
{{mutual_connection}} — a shared contact you both know
{{pain_point}} — a specific challenge relevant to their role or industry
{{case_study}} — a relevant customer success story based on their sector
How to Create a Custom Variable
Open your campaign and click Edit Sequence.
In the message editor, type {{ to open the variable picker.
Click + Create Custom Variable and enter a name (e.g., icebreaker).
Add a Fallback Value — what gets inserted if the field is empty (e.g., there for {{first_name}}).
Save the variable. It will now appear in your variable list.
Populate Custom Variables in Your Lead List
Go to your campaign's Leads tab.
You'll see a column for each custom variable you've created.
Fill in the value for each prospect — either manually or by importing a CSV with the custom variable columns pre-filled.
Using Variables in Connection Notes
Connection notes have a 300-character limit — keep your variable usage focused and concise.
Example:
Hi {{first_name}}, came across your profile while exploring {{industry}} leaders — love what {{company_name}} is doing. Would love to connect!
Tip: Always set a fallback for {{first_name}} (e.g., "there") in case the first name field is missing for any prospect.
Using Variables in LinkedIn Messages and InMails
Variables work in both the subject line and body of InMails, and in all LinkedIn direct messages.
Message example:
Hi {{first_name}}, thanks for connecting! I work with {{industry}} teams to help them scale outbound without increasing headcount. Given what {{company_name}} is building, I thought this might be relevant — would love to share more.
InMail subject example:
{{first_name}} — idea for {{company_name}}'s outbound team
Always Set Fallback Values
A fallback value is used when a variable field is empty for a particular prospect. Missing fallbacks can cause broken-looking messages.
Variable | Suggested Fallback |
{{first_name}} | there |
{{company_name}} | your company |
{{industry}} | your industry |
{{city}} | your area |
{{icebreaker}} | I came across your profile |
To set a fallback, click on the variable in the message editor and enter a value in the Fallback field.