Personalize with Merge Variables
Every email feels hand-written — because it dynamically includes real contact data. Merge variables automatically insert contact-specific information into your templates.
Available merge variables
| Variable | Inserts | Example output |
|---|---|---|
| {{first_name}} | Contact’s first name | Sarah |
| {{last_name}} | Contact’s last name | Johnson |
| {{full_name}} | Full name (first + last) | Sarah Johnson |
| {{email}} | Contact’s email address | [email protected] |
| {{company}} | Company name | Acme Inc |
| {{role}} | Job title | VP of Engineering |
| {{phone}} | Phone number | +1 (555) 123-4567 |
How to insert variables
In the Block Editor
- Place your cursor where you want the variable
- Type
{{to trigger the variable picker - Select the variable from the dropdown
- The variable appears as a highlighted token in the editor
In the subject line
Type the variable directly in the subject field:
Hey {{first_name}}, quick question about {{company}}Fallback behavior
If a contact doesn’t have data for a merge variable:
- The variable renders as empty — it’s simply removed from the text
- Design your sentences so they still read naturally without the variable
Write fallback-safe sentences. Instead of Hi {{first_name}}, try pairing the variable with a fallback greeting that still reads naturally when the name is missing, such as Hi there,.
Preview with real data
Test how your merge variables resolve for a specific contact:
- Open the template preview
- Select a contact from the preview dropdown
- All merge variables resolve to that contact’s actual data
This shows you exactly what the recipient will see.
Custom field variables
If you’ve created custom fields, they’re also available as merge variables. The variable name matches the field key.
Tips
- Use
{{first_name}}in the subject line — Personalized subject lines get 20-30% higher open rates - Don’t over-personalize — One or two variables per email feels personal. Five feels automated.
- Always preview — Check that variables resolve correctly before sending
Next step: Generate templates with AI