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How to Use Personalization & Variables

Variables let one email template address every recipient by name and company.

Inserting a variable

Use the variable picker in the email editor rather than typing variables by hand. This guarantees the exact name and spelling.

Available lead variables

Variable

Inserts

{{firstName}}

The lead's first name

{{lastName}}

The lead's last name

{{fullName}}

Full name

{{companyName}}

Company name

{{jobTitle}}

Job title

{{industry}}

Industry

{{signature}}

Your sending account's signature

{{unsubscribe}}

The unsubscribe link

Sender variables

To refer to yourself, use the my_ prefixed variables:

Variable

Inserts

{{my_first_name}}

Your first name

{{my_last_name}}

Your last name

{{my_company_name}}

Your company name

{{my_job_title}}

Your job title

⚠️ Variable names are case-sensitive

This is the single most common mistake in cold email setup.

Correct: {{firstName}}, {{companyName}}, {{jobTitle}}

Wrong: {{first_name}}, {{company_name}}, {{job_title}}

If a variable name doesn't match exactly, it is not replaced — the raw {{first_name}} text is sent to your prospect. There is no fallback and no error. Always insert variables with the picker, and always send yourself a test email before launching.

Organization variables

You can create reusable variables that hold the same value for everyone — a calendar link, a demo URL, a company tagline.

  1. In the email editor, open the variable menu and choose to add a variable.

  2. Enter a Label, a Key, and a Value.

  3. Use it in any template as {{yourKey}}.

A common example is {{calendarLink}} for your booking link, so you can update it in one place and have every campaign pick up the change.

These hold one fixed value per organization — the same text is substituted for every recipient. For values that differ per prospect, use CSV columns below.

Per-lead custom variables from your CSV

To personalize with data that's different for every prospect — a pain point, an icebreaker, a mutual connection — include it as a column in your CSV when you upload leads.

  1. Add a column to your CSV, for example icebreaker.

  2. Upload the CSV into your campaign or list.

  3. Map the column during import.

  4. Use it in your template as {{icebreaker}}.

This is the real way to do prospect-specific personalization at scale, and it's what most high-performing campaigns rely on.

Always test before launching

Because unmatched variables are sent as raw text, send yourself a test email before starting any campaign. Check that every variable resolved and that no {{...}} text remains.

Also make sure the data actually exists — if a lead has no company name, {{companyName}} has nothing to insert.

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