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ColdSend supports multiple personalization methods to make each email feel tailored to the recipient.

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Variables

Use double curly braces to insert dynamic values: 
Hi {{first_name}},

I noticed {{company}} is expanding. I'd love to share how we've helped companies like {{company}}.

Best,
John

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Standard Variables

VariableDescription
{{first_name}}Lead’s first name
{{last_name}}Lead’s last name
{{email}}Lead’s email address
{{company}}Lead’s company name
{{job_title}}Lead’s job title

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Custom Variables

Any custom field from your CSV is available: 
I noticed you're looking to fill {{custom_open_positions}} roles this quarter.
Custom fields in your CSV are mapped during upload and are available as {{custom_field_name}}.

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Dynamic Variables

ColdSend provides computed variables:
VariableOutput
{{dn_time_of_day}}Good morning/afternoon/evening based on send time
{{dn_day_of_week}}Day name (e.g., Monday)
{{dn_day_name}}Same as dn_day_of_week
{{dn_date N days from now format}}Formatted future date. Example: {{dn_date 2 days from now dddd, MMMM Do}}

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Spintax

Randomly select one option from a list: 
{{Hi|Hello|Hey}} {{first_name}},
Each email randomly uses one greeting: Hi John, Hello John, or Hey John. Rules:
  • Minimum 2 options
  • Separated by |
  • Wrapped in {{ and }}
  • Can be nested with variables: {{I noticed|I saw that}} {{company}} recently {{launched a product|expanded|hired}}

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Conditional Logic

Use Liquid-style conditionals for dynamic content:

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Basic If/Else

{{#if first_name}}
Hi {{first_name}},
{{else}}
Hi there,
{{/if}}

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Value Comparison

{{#if industry == Technology}}
I work with tech companies like yours...
{{else if industry == Finance}}
Helping financial services firms...
{{else}}
We help businesses across industries...
{{/if}}

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Logical Operators

{{#if industry == Technology and company_size > 50}}
For growing tech teams...
{{/if}}

{{#if industry == Technology or industry == Software}}
For tech innovators...
{{/if}}

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Contains Operator

{{#if job_title contains Manager}}
As a manager, you might be interested in...
{{/if}}

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Unless

{{#unless unsubscribed}}
Hope to hear from you soon!
{{/unless}}

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Empty Check

{{#if first_name empty}}
Hi there,
{{else}}
Hi {{first_name}},
{{/if}}

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Fallback Values

Handle missing data with pipe syntax: 
Hi {{first_name|there}},
Uses there if first_name is empty or missing.

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Combining Features

{{Hi|Hello}} {{first_name}},

{{#if company}}
I noticed {{company}} is in the {{industry}} space.
{{else}}
I wanted to reach out with something that might help your business.
{{/if}}

Best,
John

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Best Practices

  1. Keep it natural — Personalize 1-2 key details, not every field
  2. Handle missing data — Always provide fallbacks for optional fields
  3. Use spintax for variety — Add variety without creating multiple variants
  4. Test different approaches — Use variants to test personalization strategies

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Next Steps

Email Variants

A/B testing and variant configuration.

Follow-up Sequences

Automated follow-up sequences.