Variable

Variable is a text field in a template that is automatically replaced with the selected data.

Also known as merge fields, variables are used to personalize email templates.

For example, a salesperson might write an outreach email with the variable {{FirstName}}. When the email is sent, the software would automatically replace this with the recipient’s actual name so that it’s personalized.

Related terms:

  • Conditional variable means the variable will only be used if the specified conditions are met. For example, a variable could either ask the recipient for their phone number if there is no existing record or confirm the number if there is an existing record.
  • Dynamic variable is replaced with the required info at the moment the email is sent, rather than using previously saved data. For example, “Have a nice {{day_of_week}}” would vary depending on the day the email is sent.

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New in Reply: Dynamic and Conditional Variables [September 2020]

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