Personalize every message, on every channel.

1. Add details with merge tags.

   Drop in a first name, full name, headline, location and more. Each one fills in for the person you’re writing to.

   Merge tags

   • {{first_name}} Priya
   • {{full_name}} Priya Mehta
   • {{headline}} Founder, Northwind Labs
   • {{location}} London
   • {{day_today}} Tuesday

2. Cover gaps with fallback text.

   Add fallback text so missing details don’t leave gaps in your messages.

   With a fallback

   Hi {{first_name|there}}, thanks for connecting.

   No first name? It reads “Hi there, thanks for connecting.”

3. Vary your wording with spintax.

   Write a few ways to say the same thing, and each message uses one of them. No two people get exactly the same text.

   {Hi|Hello|Hey} {{first_name}}

   • PM Hi Priya
   • JO Hello James
   • LC Hey Lucy

4. Catch mistakes before you launch.

   Broken merge tags and spintax are flagged as you write, and the launch check warns you if a step sends the same text to everyone.

   Checks

   • ✓ Step 1Merge tags and spintax look good.
   • ! Step 2Step 2 sends the same text to everyone. Add a merge tag such as {{first_name}} so each message differs.

• Every channel

  Merge tags and spintax work in LinkedIn, email, Instagram and WhatsApp messages.

• Email subject lines

  Personalize the subject line as well as the message.

• Fallbacks

  Set what a tag says when a contact has no value, so a missing first name reads “there”, not a blank.

• Reusable templates

  Save a sequence that works and start your next campaign from it.

• Connection note length

  LinkedIn connection notes are checked against LinkedIn’s length limit as you write.

• Runs in the cloud

  Campaigns keep running on schedule without your browser open.

Goes well with

• Sequences Follow up automatically, with your own timing on every step. Explore sequences ›
• Templates Start your next campaign from a sequence that works. Explore templates ›
• Campaign builder Set up steps, audience and schedule, then launch with a final check. Explore the campaign builder ›

In the help center: Merge tags and spintax · My messages sent with blank variables