How can I personalize messages using variables?

Personalization helps your outreach feel more natural and increases the chances of getting replies. Previously, outreach templates could only use a fixed set of system variables such as First Name, Last Name, Company Name, Job Title, and other built-in prospect fields.

With Custom Variable, you can create your own personalization variables, assign unique values for each prospect, and use them across emails, LinkedIn messages, and connection requests.

This gives you complete control over how outreach is personalized without creating multiple versions of the same campaign.

What Are Custom Variable?

Custom variable allow you to define your own variables that can be reused throughout your outreach templates.

For example:

• Pain Point
• Value Prop
• Booking Link
• Tech Stack
• Profile Note

Each variable becomes available across your workspace and can be populated with prospect-specific values.

How Custom Variable Work

Custom variable help you personalize outreach messages for every prospect without creating multiple versions of the same campaign.

The process works in three simple steps:

1. Create custom variable.
2. Assign values to individual prospects
3. Use the variable inside your outreach templates

When a campaign runs, the system automatically replaces each variable with the value assigned to that specific prospect.

Step 1: Create Custom Variables

Navigate to Settings then click Variables.

Here, you can create workspace-level variable definitions that can be reused across campaigns and templates.

Each variable includes the following fields:

Display Label

The name displayed throughout the platform.

Examples:

• Pain Point
• Value Prop
• Booking Link

Variable Key (Slug)

The unique identifier used inside templates.

Examples:

pain_point

value_prop

booking_link

The variable key is used with double curly braces:

{{pain_point}} {{value_prop}} {{booking_link}}

Fallback Value

An optional default value used when no prospect-specific value has been assigned.

Once the variable is created, it becomes available across all supported outreach templates.

Step 2: Assign Prospect-Specific Values

Creating a variable only defines the variable.

To personalize outreach, you must assign values for individual prospects.

Navigate to Prospect in the sidebar. Then click on any prospect list.

Select a prospect from the directory and click on action and enter values for the variables you created.

After adding message click save.

Example:

Each prospect can have completely different values.

This allows a single outreach template to generate personalized messages for hundreds or even thousands of prospects automatically.

Step 3: Use Custom Variable in Templates

Once variable and prospect-specific values are configured, you can use them anywhere variabes are supported.

Conditional Variable Picker

When drafting outreach content, you can insert  directly from variables the variable menu.

The picker includes:

System Variable

Examples include:

• First Name
• Last Name
• Company Name
• Job Title
• Sender Name
• Profile URL

Custom Variable

Any variable created in the Variable Definitions section automatically appear in the picker and can be inserted directly into your templates.

This eliminates the need to manually remember variable names.

Variable Validation

When editing outreach content, the platform validates variable used in the template.

If an invalid variable is detected:

• The variable is highlighted.
• Available variable are suggested.
• You can replace the invalid variable directly from the suggestion menu.

This helps prevent personalization errors before campaigns are launched.

Conditional Variable

Not every prospect record contains complete information.

Conditional variable allow templates to display different content depending on whether a value exists.

This helps maintain natural, personalized messaging even when some prospect fields are missing.

Conditional Structure

{{#if variable}}

Content shown when a value exists

{{else}}

Content shown when the value is missing

{{/if}}

Example:

{{#if profile_note}}

I was particularly impressed by {{profile_note}}.

{{else}}

I enjoyed reviewing your professional background.

{{/if}}

Result

When a value exists:

I was particularly impressed by your experience scaling SDR teams.

When no value exists:

I enjoyed reviewing your professional background.

Inline Fallback Values

You can define fallback text directly inside a variable.

Syntax:

{{field|fallback text}}

Example:

{{companyName|your company}}

If a company name exists:

Acme Inc.

If no company name exists:

your company

This is useful when only a small portion of a sentence requires an alternative value.

Text Formatting Filters

Variable support simple formatting filters.

Capitalize

{{firstName|capitalize}}

Uppercase

{{companyName|uppercase}}

Lowercase

{{companyName|lowercase}}

These filters help maintain consistent formatting throughout your outreach content.

Rich Text Email Personalization

Email templates support:

• Rich text formatting
• System variables
• Custom variables
• Conditional content
• Fallback values

This allows you to build highly personalized email sequences while maintaining professional formatting.

LinkedIn Message Personalization

LinkedIn messages and connection requests support the same variable system.

Simply insert variables into your message body and the platform automatically resolves the correct value for each prospect during campaign execution.