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Personalization

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
{{industry}}Lead’s industry
{{city}}Lead’s city
{{country}}Lead’s country

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Custom Variables

Any custom field from your CSV is available: 
I noticed you're looking to hire {{custom_open_positions}} people this quarter.
Custom field names are prefixed with custom_ in the mapping: 
{
  "lead_mapping": {
    "open_positions": "custom_open_positions"
  }
}

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Dynamic Variables

ColdSend provides computed variables:
VariableOutput
{{dn_time_of_day}}”morning”, “afternoon”, or “evening”
{{dn_day_of_week}}Day name (e.g., “Monday”)
{{dn_day_name}}Same as dn_day_of_week
{{dn_date "2 days from now" "MMMM Do, YYYY"}}Dynamic date
Time of Day Example: 
Good {{dn_time_of_day}} {{first_name}},
Renders as:
  • “Good morning John” (before noon)
  • “Good afternoon John” (noon to 5 PM)
  • “Good evening John” (after 5 PM)
Dynamic Date Example: 
Can we chat {{dn_date "2 days from now" "dddd, MMMM Do"}}?
Renders as:
  • “Can we chat Wednesday, January 17th?”

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Spintax

Spintax randomly selects one option from a list: 
{{Hi|Hello|Hey}} {{first_name}},
Each email randomly uses one greeting:
  • “Hi John”
  • “Hello John”
  • “Hey John”

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Spintax Rules

  • Minimum 2 options required
  • Options separated by |
  • Wrapped in {{ and }}
  • Can be combined with variables

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Nested Spintax

Combine spintax with variables: 
{{I noticed|I saw that}} {{company}} recently {{raised funding|expanded|launched a new product}}.
Possible outputs:
  • “I noticed Acme recently raised funding.”
  • “I saw that Acme recently expanded.”
  • “I noticed Acme recently launched a new product.”

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Conditional Logic

Use Liquid-style conditionals for dynamic content:

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Basic If Statement

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

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If with Condition

{{#if company}}
I noticed {{company}} is growing.
{{/if}}

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If-Else

{{#if industry}}
Since you're in {{industry}}, I thought you'd be interested in...
{{else}}
I wanted to share something that might help your business...
{{/if}}

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Multiple Conditions

{{#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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Comparison Operators

OperatorDescription
==Equals
!=Not equals
>Greater than
<Less than
>=Greater than or equal
<=Less than or equal

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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 Statement

{{#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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Combining Features

Combine variables, spintax, and conditionals: 
{{Hi|Hello}} {{first_name}},

{{#if industry}}
I noticed {{company}} is in the {{industry}} space.
{{else}}
I wanted to reach out about {{company}}.
{{/if}}

{{#if job_title contains "Manager" or job_title contains "Director"}}
As a leader at {{company}}, I thought you'd appreciate...
{{else}}
I thought you'd find this relevant...
{{/if}}

Best,
John

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Fallback Values

Handle missing data gracefully: 
Hi {{first_name|there}},
Uses “there” if first_name is empty.

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Best Practices

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Keep It Natural

Avoid over-personalization that feels artificial: 
// Too much
Hi {{first_name}}, I saw that {{company}} in {{city}} is hiring for {{job_title}} roles...

// Better
Hi {{first_name}},

I came across {{company}} and thought our solution might help your team.

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Test Different Approaches

Use variants to test personalization strategies:
  • Variant A: Heavy personalization
  • Variant B: Light personalization
  • Compare results

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Handle Missing Data

Always have fallbacks for optional fields: 
{{#if first_name}}
Hi {{first_name}},
{{else}}
Hi there,
{{/if}}