How to Use Variables in Cold Email Templates

Variables in cold email templates allow you to personalize messages at scale by inserting prospect-specific details like their name, company, or job title into a single email template. This approach improves open rates, response rates, and engagement by making emails feel tailored to each recipient.

Key Takeaways:

• Standard Variables: Use basic data like name, company, or location for broad personalization.
• Custom Variables: Add deeper personalization by referencing unique details like recent achievements or industry challenges.
• Setup Tips: Organize prospect data in a structured format (e.g., a .csv file), use fallback text for missing data, and test thoroughly before sending.
• Best Practices: Keep personalization simple, double-check data accuracy, and avoid overloading emails with unnecessary details.

Why It Matters:

• Personalized emails achieve 29% higher open rates and can increase reply rates by 32%.
• Combining standard and custom variables creates relevant, engaging communication without requiring manual effort for each prospect.

By leveraging variables correctly, you can scale outreach while maintaining a personal touch, leading to better results and stronger connections.

Types of Email Variables

To personalize your outreach effectively, it’s crucial to understand the two main types of email variables. These categories - standard and custom - serve different purposes but work together to create tailored and impactful communication. Let’s break down how they function.

Standard Variables

Standard variables are the backbone of email personalization. These pre-set fields pull data directly from your contact database, covering universal details like first name, last name, company name, job title, location, and industry. They’re the go-to for creating a basic level of personalization across your email campaigns.

For instance, when you see "Hi {{FirstName}}" in a template, the platform automatically replaces it with the recipient's name, such as "Hi Sarah" or "Hi Michael." This simple touch can make your emails feel more personal and approachable.

"Variables allow you to insert custom words/phrases/snippets into your email automatically instead of entering the required text for each recipient individually." - Vlad Oleksiienko

Even small tweaks like adding a name to the subject line can significantly boost open rates - by as much as 50%. It’s the immediate recognition of personalization that grabs attention.

Beyond names, standard variables can be used to reference companies or locations. For example, "I noticed {{CompanyName}} recently expanded" becomes "I noticed Salesforce recently expanded." Most email platforms organize these variables into categories, such as:

• Contact Information: Name, email, phone number
• Company Details: Company name, industry, size
• Location Data: City, state, country

While these variables provide a solid starting point, they’re limited to basic information. That’s where custom variables come in to elevate your outreach.

Custom Variables

Custom variables take personalization to the next level. Unlike standard variables, they require more effort - whether through manual research or advanced tools - but the payoff is a deeper, more meaningful connection with your prospects.

"Custom variables allow you to add personalization to your cold emails at scale." - George Wauchope, Founder of Emailchaser

These variables can include unique details such as mutual connections, recent company milestones, competitor insights, or even personal interests like hobbies. For example, a custom variable might reference a prospect’s LinkedIn post about hiring 15 new sales reps, allowing you to tailor your message to their specific situation.

Here’s how custom variables can work in action: Reply used a conditional custom variable to adjust meeting suggestions dynamically. If an email was sent on a Monday, the call-to-action would read, "Do you have 10-15 minutes for a quick chat today or this Tuesday?". This level of contextual relevance makes your outreach feel timely and thoughtful.

Custom variables are especially effective for addressing unique achievements, challenges, or interests. Instead of saying, "I help companies improve their sales process", you could write, "I noticed {{CompanyName}} recently hired 15 new sales reps based on your LinkedIn post. Companies scaling their sales teams often struggle with {{SpecificPainPoint}}." This approach shows you’ve done your homework and genuinely understand their needs.

Some platforms, like Salesforge, take this even further with AI-powered tools. Their AI SDR, Agent Frank, can automatically generate custom variables based on prospect data and online research. This includes identifying recent milestones, technology usage, or industry-specific challenges - saving time while maintaining a high level of personalization.

However, custom variables require careful attention to detail. Incorrect or outdated information can harm your credibility, so it’s essential to plan their use thoughtfully.

Combining Standard and Custom Variables

The best email campaigns use a mix of both standard and custom variables. Standard variables provide the foundational personalization that makes your outreach approachable, while custom variables add the specific touches that show you’ve done your research. Together, they create a balanced strategy for scaling personalized communication without sacrificing relevance.

How to Set Up Variables in Email Templates

Setting up variables in cold email templates involves thoughtful planning, organizing data effectively, implementing technical details, and thorough testing. Here's how to get it right.

Choose the Right Data Points

The success of email variables starts with selecting data points that genuinely resonate with your audience. Personalization in subject lines, for instance, can significantly boost engagement.

Begin by analyzing your top customers to uncover patterns in their industry, business model, location, business stage, and budget. This helps pinpoint which details matter most to your target audience. For example, if your ideal customers are SaaS companies scaling quickly, focus on variables like recent funding, team growth, or changes in their tech stack.

Examples of effective data points for personalization:

• Basic details: First name, last name, company name, job title
• Company insights: Industry, company size, recent news, funding status
• Behavioral cues: LinkedIn activity, job postings, tech usage
• Pain points: Challenges mentioned in social posts, industry-specific issues
• Connections: Shared contacts, similar clients, industry groups

Spend 10–15 minutes researching standard prospects and up to 30 minutes for high-priority leads. Look at their website, careers page, and social media for clues about their current needs. Hyper-personalized emails are proven to deliver six times the transaction rates of generic ones. Once you've gathered this data, organize it for seamless use in your templates.

Organize Your Prospect Data

After identifying the key data points, structure the information in a way that supports scalable, variable-driven campaigns.

Upload your leads in a .csv file with clearly labeled columns for variables like "First_Name", "Company_Name", "Job_Title", and any custom fields relevant to your campaign. A consistent format ensures smooth integration.

Best practices for organizing data:

• Keep formatting consistent. For example, use "CEO" for all entries instead of alternating with "Chief Executive Officer."
• Standardize details like date formats (MM/DD/YYYY), capitalization, and company name styles.
• Verify the accuracy of your data by cross-checking sources like LinkedIn, company websites, and industry databases.
• Segment your contacts by campaign type or audience traits, such as industry or company size. Segmentation can drive a 760% increase in revenue.

Platforms like Salesforge simplify this process by automating data collection, including milestones, tech usage, and industry challenges, reducing manual effort while maintaining quality.

Regular updates to your data are essential. Prospects may switch jobs, companies may merge, and market conditions shift. Outdated information can make your emails seem irrelevant, undermining your personalization efforts.

Add Variables to Your Templates

Once your data is organized, it's time to incorporate those variables into your email templates. While the technical steps vary by platform, the strategy remains the same.

Variables are typically marked with double brackets or curly braces, such as "Hello {{First_Name}}", which becomes "Hello Sarah" when sent. These placeholders can be used in subject lines, email bodies, and even sender names for deeper personalization.

Here’s an example from SalesBlink:

Hello {{First_Name}}, We conducted a survey and found out that salespeople waste a lot of their time on manual tasks. {{First_Name}}, do you want to save time and put it to better use? We have the solution for you.

Notice how the name variable is used multiple times to create a conversational tone.

Where to strategically place variables:

• Subject lines: Include dynamic keywords or company names to grab attention. Personalized subject lines can double open rates.
• Opening lines: Combine basic details (like name and company) with custom insights (like recent activity or specific challenges) to show genuine research.
• Body content: Use multiple variables to build a narrative, referencing pain points, mutual connections, or relevant case studies.
• Call-to-action: Tailor CTAs based on the recipient's role, industry, or company size to make your request more compelling.

Tools like Salesforge streamline this by automatically generating variables based on prospect research. This can include personalized opening lines, references to challenges, and industry-specific value propositions - without requiring manual adjustments.

Emails with multiple personalization elements see a 140% boost in response rates. Go beyond just using the recipient’s name; include company details, industry insights, and specific challenges to create truly engaging messages.

Test Your Email Variables

Before sending your emails, test your variables to ensure accuracy and effectiveness.

• Preview emails: Use preview mode to check how variables look with real prospect data. Test multiple records to confirm formatting works for different name lengths, company names, and other variables.
• Set fallback values: For missing data, add default placeholders. For example, if a job title is unavailable, use "team member" instead of leaving it blank.
• Send test emails: Test your templates by sending emails to yourself. Review formatting, spacing, and phrasing on both desktop and mobile devices.
• A/B testing: Experiment with different subject line strategies, such as using company names versus industry-specific terms. Since 33% of people open emails based on the subject line, this can make a big difference.
• Small test batches: Start with a small group (50–100 prospects) to review open rates, reply rates, and any errors.
• Watch for technical issues: Check for odd formatting like extra spaces or incorrect capitalization that could hurt your professionalism.
• Avoid spam triggers: Ensure your variables create enough variation so emails don’t look too similar, as this can lead to blocks by email providers.
• Track performance metrics: Keep an eye on metrics like click-through rates, which can rise by 81.5% with personalized emails.

Testing not only ensures your emails look polished but also helps identify areas for improvement, maximizing the impact of your personalization efforts.

Variable Best Practices and Common Mistakes

Building on the earlier discussion about setting up variables, knowing how to use them effectively - and avoiding common missteps - can make or break your outreach efforts. The line between genuine personalization and obvious automation often hinges on how well you follow established practices and steer clear of common errors.

Best Practices for Email Variables

Double-check your data for accuracy. Poor-quality data can make your personalization efforts seem disingenuous. George Wauchope, Founder of Emailchaser, points out that "Using bad data is the number one mistake that people make when using custom variables". Take the time to manually review a sample of your data to ensure names are spelled correctly, job titles are relevant, and company details are accurate.

Keep personalization simple and meaningful. Personalization can boost click-through rates by 81.5%, but overdoing it can make your email seem overly templated. Focus on a few impactful variables - like the subject line, opening greeting, a reference to a specific pain point, or the call-to-action - to keep your message personal without overloading it.

Use fallback text to handle missing data. Not every prospect's information will be complete, and gaps can lead to awkward moments. For instance, instead of "Hello {{First_Name}}", which might display as "Hello ,", use a fallback like "Hello there" or "Hi" to maintain a professional tone.

Segment your audience for tailored messaging. A single template rarely works for everyone. Create versions of your email for different groups, such as startup founders versus enterprise executives, and adjust your variables accordingly. This ensures your message resonates with each segment.

Adjust for international audiences. When reaching out to global recipients, be mindful of cultural nuances, including titles and honorifics. What feels natural in U.S.-based emails might not translate well elsewhere, so adapt your variables to suit different regions.

Test variables methodically. When refining your templates, change only one variable at a time. For example, test the effectiveness of personalized subject lines versus generic ones or compare the impact of including a company name versus an industry reference. Start with small sample groups to minimize risks.

Track performance metrics closely. Keep an eye on how different variable combinations impact open rates, click-through rates, and replies. Analyzing these metrics will help you identify which strategies deliver the best results.

Now that we’ve covered best practices, let’s look at some common mistakes that can derail your efforts.

Mistakes to Avoid with Variables

Even with the best intentions, certain missteps can quickly undermine your personalization efforts.

Overloading emails with unnecessary details. Including too much information can make it obvious that your data was scraped. For example, a job title like "CTO, Dad & Tech Evangelist" clearly shows it was pulled from a LinkedIn headline. A well-crafted email would simply use "CTO".

Inconsistent formatting in your data. Lack of standardization can hurt your credibility. For instance, if some entries say "CEO" while others use "Chief Executive Officer", or if company names alternate between "apple inc" and "Apple Inc.", recipients will notice these inconsistencies. Always clean and standardize your data before importing it.

Skipping proofreading for variable outputs. A misspelled name or company can ruin your email’s impact. Send test emails using real data to catch errors like extra spaces, incorrect capitalization, or formatting issues.

Awkward placement of variables. Variables should enhance your message, not disrupt it. Avoid cramming too many variables into a single sentence or placing them in ways that make your email sound unnatural. Reading your template aloud can help ensure a smooth, conversational tone.

Neglecting to test your technical setup. Broken placeholders, like "{{First_Name}}" showing up in your email, can instantly damage your credibility. Use your email platform’s preview and test features to ensure everything works as intended before launching your campaign.

When personalization feels authentic, it can significantly boost engagement - response rates can increase by as much as 140%. But mishandling variables can quickly have the opposite effect, undermining your campaign’s success. By following these guidelines, you can strike the right balance and make your outreach stand out.

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Cold Email Platform Comparison for Variables

Choosing the right cold email platform can dramatically enhance your ability to personalize messages using variables. While the basic concept of variable personalization is consistent across platforms, the range of features, ease of use, and integration options can differ significantly. Understanding these distinctions can help you pick a tool that matches your outreach goals and technical capabilities.

Platform Feature Comparison

When it comes to managing variables, some platforms stand out for their advanced features. Lemlist, for example, offers a rich set of personalization tools, including AI variables, text variables, spintax, personalized images, and videos. It also supports liquid syntax for conditional content and allows custom text on images, making it a favorite for teams aiming to push personalization to the next level.

Salesforge, on the other hand, focuses on scaling personalization with AI. By drawing data from LinkedIn and company websites, it quickly crafts tailored emails. It also includes unlimited mailbox connections and a built-in email warm-up tool called Warmforge, making it an excellent option for teams managing large-scale campaigns.

For those prioritizing lead generation, Apollo is a strong contender, boasting a database of over 270 million contacts. While its personalization features are more limited - offering only text variables and an AI writing assistant with no image or video personalization - it provides access to one of the largest contact databases available.

Woodpecker strikes a balance with its dynamic custom fields, enabling content tailored to prospect attributes. It supports text variables, spintax, and AI-driven text generation, and includes a lead database exceeding 1 billion contacts. Its standout feature is behavioral personalization, which adjusts email content based on prospect actions.

Klenty adds another layer of sophistication with its AI writer, Kai, which supports text variables, spintax, and personalized videos. It also offers Liquid email templates for conditional content changes and integrates natively with major CRMs like Pipedrive, Zoho, HubSpot, and Salesforce, simplifying data handling.

Reply.io takes a unique approach with features like conditional variables and ESP Matching, which pairs prospects with email addresses from the same domain. This improves email deliverability by making your outreach appear more personalized and less automated.

Lemlist also excels with its waterfall enrichment method, achieving an 80% email find rate, which helps reduce bounce rates and improve campaign performance. Meanwhile, Snov.io provides a comprehensive feature set, including text variables, dynamic content, AI tools, and options for image and video personalization. However, users have noted that its image and video personalization can be tricky to implement, potentially slowing down campaign setup for less tech-savvy teams.

Choosing the Right Platform

The best platform for your team depends on your specific needs. If you need end-to-end campaign automation with advanced AI personalization, Salesforge is a strong choice. For teams that want creative control, Lemlist offers an extensive toolkit for personalization. If lead generation is your top priority, Apollo provides unmatched access to contact data. And for those who value behavioral triggers, Woodpecker's conditional logic capabilities are worth exploring.

Integration capabilities are another factor to consider. Salesforge provides multilingual support and unified inbox management through Primebox™, while Klenty and Lemlist offer robust native CRM integrations. On the other hand, Apollo relies on Zapier for integrations, which might add complexity to your tech stack.

Ultimately, advanced platforms like Salesforge and Lemlist deliver impressive results but may require more setup time. Simpler tools can help you get started quickly, though they might limit your personalization options as your campaigns grow. Align the platform's features with your team's expertise and goals to make the most of your cold email strategy.

Conclusion: Using Variables for Better Email Outreach

Variables can transform bland, mass emails into engaging, personalized conversations. The numbers speak for themselves - personalized emails boast a 29% higher open rate and can increase reply rates by as much as 32%. That’s a huge advantage for anyone looking to stand out in crowded inboxes.

The key to success lies in crafting messages that resonate with your recipient's interests and needs. Dhruv Patel from Saleshandy sums it up perfectly:

"Personalization in cold emails used to be optional. In 2025, it's the only way cold emails get opened, let alone replied to."

To make the most of variables, focus on three essential areas: data accuracy, strategic placement, and continuous improvement. Start by gathering detailed insights about your prospects using tools like LinkedIn, company websites, or sales intelligence platforms. Then, weave those variables naturally into your emails - from personalized greetings to addressing specific challenges tied to their role. Track your results and experiment with A/B testing to refine your approach.

Modern tools make this process even easier. Platforms like Salesforge use AI to manage variables and automate personalization, from lead generation to meeting scheduling. They can even create multilingual content that feels authentic and human.

But strategy alone isn’t enough - technical precision is just as important. Double-check that your email templates display properly across different devices and email clients. Use fallback options for missing data to avoid awkward gaps, and test everything thoroughly before hitting send. Your outreach should reflect the time and effort you’ve invested in understanding your recipient’s world.

Finally, remember that optimization is an ongoing effort. Keep an eye on key metrics like open rates, click-through rates, and response rates. Advanced platforms with robust variable management tools can help you scale your outreach while maintaining a personal touch.

FAQs

How can I make sure the data in my email variables is accurate to avoid mistakes in personalization?

To avoid errors in email personalization and ensure your variables are spot-on, keep these tips in mind:

• Validate email data as it's entered. Real-time checks can catch mistakes right at the source.
• Keep your contact lists fresh. Regularly update and clean them to eliminate outdated or incorrect details.
• Use data responsibly and stay compliant. Make sure your data sources align with GDPR and other privacy regulations to maintain trust.

Tools like Salesforge can make this process easier by automating email validation and personalization, helping your outreach stay accurate and engaging.

How can I effectively use standard and custom variables in cold email templates to boost engagement?

To boost engagement, incorporate standard variables for commonly used details like the recipient's name, company, or industry. These variables help your emails feel more personal while still being easy to scale. For an extra touch, use custom variables to include specific details such as recent interactions, exclusive offers, or even a nod to their accomplishments. This deeper level of personalization can lead to higher response rates.

When you combine standard and custom variables, you strike the perfect balance between efficiency and relevance. Tools like Salesforge simplify this process with AI-powered personalization and automated variable management, allowing you to scale your outreach without compromising on quality.

How can I test and improve my cold email templates for better results?

To get better results from your cold email templates, focus on testing key elements like subject lines, call-to-action phrases, and personalization strategies. A/B testing these components can reveal what grabs your audience's attention and drives engagement. Keep an eye on metrics like open rates, reply rates, and conversions to see which variations perform best.

Tools like Salesforge can make this process smoother. Its AI-powered personalization and automated tweaks based on recipient behavior allow you to fine-tune your templates on the fly. This approach not only increases engagement but also helps your outreach campaigns hit their goals more effectively.

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