How to Use Merge Variables (first_name, company)

What are merge variables?

Merge variables are placeholders in your email templates that are replaced with each contact’s data when the campaign runs. For example, {{first_name}} becomes "John" for one contact and "Jane" for another. This personalization improves open and reply rates. The variables available depend on the contact list you use: they come from the fields in that list (e.g. from your import or CRM).

Common merge variables

• {{first_name}} — First name
• {{last_name}} — Last name
• {{email}} — Email address
• {{company}} — Company name
• {{industry}} — Industry (if you have this field)
• {{location}} — Location (if you have this field)

Your list may have more custom fields; the Template Guide or Template Prompts under Templates often list the exact variables for the list you select in a campaign.

Where to use them

• Subject line — e.g. "Hi {{first_name}}, one question about {{company}}".
• Body — e.g. "Hi {{first_name}}," or "I saw that {{company}} is in {{industry}}."
• Use only variables that exist on your contact list; if a field is missing for a contact, the placeholder might show blank or a default.

How to insert merge variables

1. When editing a template (Templates → select template or New), type the variable name in double curly braces: {{first_name}}, {{company}}, etc.
2. Or use the template editor’s insert/list option if it shows available merge variables (e.g. from the selected contact list).
3. For AI Campaign Studio or campaign flows that use a list, the available variables are usually those in that list’s fields.

Spintax (optional)

Some plans support spintax for variation: {Option A|Option B|Option C} randomly picks one option per email. Example: "Hi {Hi|Hello|Hey} {{first_name}}," — each recipient gets one of Hi, Hello, or Hey. Check the Template Guide for spintax syntax.

Summary

Merge variables = {{field_name}}. Use {{first_name}}, {{company}}, etc. in subject and body; ensure your contact list has those fields. Check Templates → Template Guide for the full list.