How to use email variables for mass outreach personalization
Posted: Thu Dec 05, 2024 9:23 am
Email variables, also called merge fields, are pieces of text in email templates that are automatically populated with relevant data about email recipients when they receive your message.
For example, if you're sending your email to about 500 prospects, you don't need to go through the crazy work of inserting each prospect's name individually and sending out emails one by one. You can automate your efforts by using a {{First Name}} variable in your template, so that each recipient receives an email with their name.
Each email automation service offers its own variables, but basic variables like {{First Name}}, {{Last Name}}, or {{Company Name}} are typically present in all email marketing tools.
In this guide, we'll discover what variables you can use with Snov.io to customize your email outreach , along with examples.
Types of email variables with examples
In Snov.io, email variables are divided into two types: system variables indonesia phone number data and custom variables. Let's consider both types in detail.
1. System variables
System variables are embedded in the service by default, such as name, link, location, industry, and company variables.
Name variables
Name variables are one of the most widely used email variables, allowing you to address each of your prospects by name. Here you can choose from three options, addressing a person:
By first name (in case you know your prospects prefer an informal style of communication),
By last name (for example, if you choose a formal way of addressing recipients such as Mr./Mrs.),
By full name (for cases where you're not quite sure what a person's first and last name is - this is especially important if you're dealing with prospects from specific cultural backgrounds that you're not familiar with).
Here is an example of how you might use a name variable in your email:
As you can see, you can add a name variable not only to the body of the email but also to the subject line , which, by the way, can increase your email open rates by 50%.
Location variables
By knowing your prospect’s location, you can segment your email list further and use this information to connect with prospects through your cold email campaigns. In Snov.io, for example, you can add a location or, more specifically, a country variable to the email, so every prospect on your list will automatically receive a relevant message.
Let's consider an example:
Location variables
Industry variables
If you work with clients who represent multiple industries, it's a good idea to add this information to their profiles and use it in cold emails to build connections. An industry variable is what will come in handy in this case.
Let’s consider how you can modify the above email template whenever you’ve gathered information about a prospect’s industry but don’t know enough data about their location:
Company variablesIf your product covers the needs of a variety of specialists, I recommend including a position variable in your email template, for example:
Company variables
2. Custom variables
You can enrich email personalization by using custom variables. In your Snov.io account, you can create up to 30 custom fields with prospect information and use them as variables in your mass email campaigns.
Custom variablesCustom variables
I'm going to show you several examples of custom variables that I would make and use as a sales specialist for my cold outreach.
Remember: You can create your own custom variables relevant to your industry, product, and prospects.
Company type variables
In addition to getting information about your prospect's company name, you can collect data about their size and type, such as startups, larger companies, or enterprises. Once you create the company type custom field and add this information there, you'll be able to use the corresponding variable in your mass email campaigns.
Here is an example of a message with a company type variable that I created myself:
Company type variables
Technological variables
For SaaS companies , the technology they operate with plays an important role. But what if you can offer a better solution than the platform they are using right now? You can do the technology research right in your Snov.io account – Snov.io’s Technology Checker will help you find prospects based on the web technology they use.
As soon as you collect your list, you will simply need to create a Technology custom field to enrich prospect profiles with technology data and use a technology variable to personalize your mass email outreach.
Take a look at the following email template example:
Technology variables
Variables of competition
It’s no surprise that in sales psychology , ‘FOMO’, or the fear of missing out, is one of the core customer feelings. Nothing motivates a prospect to consider your offer better than information that your competitors are already successfully using your product or service and enjoying its benefits.
Collect information about your prospects' top competitors, create a corresponding custom field, and add a competitor variable to your email message to emphasize the value of your solution and encourage prospects to react to your cold email without delay.
For example, if you're sending your email to about 500 prospects, you don't need to go through the crazy work of inserting each prospect's name individually and sending out emails one by one. You can automate your efforts by using a {{First Name}} variable in your template, so that each recipient receives an email with their name.
Each email automation service offers its own variables, but basic variables like {{First Name}}, {{Last Name}}, or {{Company Name}} are typically present in all email marketing tools.
In this guide, we'll discover what variables you can use with Snov.io to customize your email outreach , along with examples.
Types of email variables with examples
In Snov.io, email variables are divided into two types: system variables indonesia phone number data and custom variables. Let's consider both types in detail.
1. System variables
System variables are embedded in the service by default, such as name, link, location, industry, and company variables.
Name variables
Name variables are one of the most widely used email variables, allowing you to address each of your prospects by name. Here you can choose from three options, addressing a person:
By first name (in case you know your prospects prefer an informal style of communication),
By last name (for example, if you choose a formal way of addressing recipients such as Mr./Mrs.),
By full name (for cases where you're not quite sure what a person's first and last name is - this is especially important if you're dealing with prospects from specific cultural backgrounds that you're not familiar with).
Here is an example of how you might use a name variable in your email:
As you can see, you can add a name variable not only to the body of the email but also to the subject line , which, by the way, can increase your email open rates by 50%.
Location variables
By knowing your prospect’s location, you can segment your email list further and use this information to connect with prospects through your cold email campaigns. In Snov.io, for example, you can add a location or, more specifically, a country variable to the email, so every prospect on your list will automatically receive a relevant message.
Let's consider an example:
Location variables
Industry variables
If you work with clients who represent multiple industries, it's a good idea to add this information to their profiles and use it in cold emails to build connections. An industry variable is what will come in handy in this case.
Let’s consider how you can modify the above email template whenever you’ve gathered information about a prospect’s industry but don’t know enough data about their location:
Company variablesIf your product covers the needs of a variety of specialists, I recommend including a position variable in your email template, for example:
Company variables
2. Custom variables
You can enrich email personalization by using custom variables. In your Snov.io account, you can create up to 30 custom fields with prospect information and use them as variables in your mass email campaigns.
Custom variablesCustom variables
I'm going to show you several examples of custom variables that I would make and use as a sales specialist for my cold outreach.
Remember: You can create your own custom variables relevant to your industry, product, and prospects.
Company type variables
In addition to getting information about your prospect's company name, you can collect data about their size and type, such as startups, larger companies, or enterprises. Once you create the company type custom field and add this information there, you'll be able to use the corresponding variable in your mass email campaigns.
Here is an example of a message with a company type variable that I created myself:
Company type variables
Technological variables
For SaaS companies , the technology they operate with plays an important role. But what if you can offer a better solution than the platform they are using right now? You can do the technology research right in your Snov.io account – Snov.io’s Technology Checker will help you find prospects based on the web technology they use.
As soon as you collect your list, you will simply need to create a Technology custom field to enrich prospect profiles with technology data and use a technology variable to personalize your mass email outreach.
Take a look at the following email template example:
Technology variables
Variables of competition
It’s no surprise that in sales psychology , ‘FOMO’, or the fear of missing out, is one of the core customer feelings. Nothing motivates a prospect to consider your offer better than information that your competitors are already successfully using your product or service and enjoying its benefits.
Collect information about your prospects' top competitors, create a corresponding custom field, and add a competitor variable to your email message to emphasize the value of your solution and encourage prospects to react to your cold email without delay.