How to Personalize Cold Emails with Merge Tags
Personal details make a cold email feel written for the reader. They help it get opened, build trust and increase replies. Varied, personal emails also look less like bulk mail to spam filters.
Merge tags
Merge tags are placeholders that your sending tool replaces with each lead's details when the email is sent. The format depends on the tool:
| Tool | First name | Company |
|---|---|---|
| Instantly | {{firstName}} | {{companyName}} |
| Mailchimp | *|FNAME|* | *|COMPANY|* |
For example, Hi {{firstName}} becomes Hi Sarah when it is sent.
How to add personalization
- Choose the data you'll use. Common choices are first name, company name, website, city, job title and industry. Make sure these are columns in your lead list.
- Add the merge tags to your subject line and email body.
- Add fallback text for leads where the data is missing, so nobody sees an empty gap. In Instantly, you can use
{{firstName|there}}, which shows Hi there when the first name is missing. - Preview and test. Preview a few leads in your campaign and send a test to yourself to check everything looks right.
Where to use it
Subject line: Personalization here increases opens. Just including the recipient's first name or company name can be enough to make them curious.
Body: Personalization here builds trust and increases clicks and replies. Where you can, relate the content to the recipient: mention their company, city, industry or a problem common in their role.
Images: Most people skim text, but they look at images. Adding their name or company to an image makes your email stand out. See Personalized images with OKZest.