Skip to content

Personalize campaign email copy

Campaign copy can combine lead fields with simple random alternatives, helping each recipient receive a natural variation of the same message.

  1. Insert lead fields

    Use merge fields such as {{first_name}}, {{last_name}}, and {{company_name}} where you want a lead value to appear.

  2. Identify a recipient from a link

    Add {{recipient_id}} to a link parameter when your destination needs to identify the lead, for example ?utm_content={{recipient_id}}. The value is a stable identifier, not the recipient's email address.

  3. Add random alternatives

    Write alternatives inside one set of braces, such as {Hi|Hello|Good day}. Each sent email chooses one option. End the block with |, as in {Hi|Hello|}, to also allow no text.

  4. Use multiple blocks

    Add as many random blocks as needed in a subject or email body. For example: {Hi|Hello} {{first_name}}, how are you {today|doing today}?

  5. Preview and test

    Use Preview template and send a test email before launch. The preview consistently shows the first option; sent messages choose their alternatives when they are prepared.