Email personalization lets you tailor each message to the person receiving it. Instead of sending the same generic text to every contact, you can address people by name, reference their company, and include details that make the email feel like it was written just for them.

Higher Engagement

Personalized emails consistently drive higher open and click rates because they catch the reader's eye and feel genuinely human.

Available variables

The Unsubscribe URL

The {{unsubscribeUrl}} variable is a special case. Unlike standard variables, it isn't tied to a specific contact's data profile. Instead, the system automatically generates a unique, secure opt-out link for every individual recipient at the exact moment a campaign is sent.

Legal Requirement

Including an unsubscribe link in your emails isn't just good practice—it's a legal requirement in most jurisdictions (including CAN-SPAM, GDPR, and CASL). To keep you compliant, the system automatically generates a unique, secure opt-out link for every recipient.

Variables Reference Tool

Quickly find and insert contact and company details into your messages. Just click the copy icon next to any variable in the reference dialog, then paste the double-curly-brace syntax directly into your email content.

Syntax Tip

Spaces inside the braces are perfectly fine, meaning {{ contact.firstName }} works exactly the same as {{contact.firstName}}.

Personalizing subject lines

Personalization isn't limited to the body of your message. You can use the exact same template variables in your subject lines to capture attention before the email is even opened. Simply paste the double-curly-brace syntax directly into the subject field to dynamically insert names, companies, or other custom data.

Giant Context email settings dialog showing a personalized subject line using double-curly-brace syntax

Stand Out in the Inbox

Grab your reader's attention before they even open the email. Click the Settings icon in the toolbar to add variables like {{contact.firstName}} directly into your subject line, ensuring every recipient gets a message tailored just for them.

Boost Open Rates

Personalized subject lines consistently outperform generic ones. By addressing recipients directly, you catch their eye in a crowded inbox and significantly increase the likelihood they will open your message.

What happens when data is missing

Use reliable fields

Stick to variables you know are consistently populated across your contact list, like first name or email address. Relying on obscure or optional fields can result in awkward blank spaces in your live campaigns if the data is missing.

The definitive way to verify your personalization is by seeing the email in a real inbox. Click the Send Test button in the toolbar, enter an email address (which defaults to your own), and click Send. The system compiles your email, replaces all template variables with default sample data, and delivers a real message to that address. Always check the result on both your phone and desktop. Look closely at the subject line, the greeting, and every spot where a variable was used to ensure the final message reads naturally.

Test Emails Use Sample Data

When you send a test email, the system automatically replaces template variables with default sample data. Because test emails aren't tied to a specific contact, this intentional behavior lets you verify your layout and variable syntax before launching a live campaign.

Best Practices for Email Personalization

Always Send a Test Email

Before launching your campaign, send a test email to your own inbox. The system will compile your email, replace template variables with sample data, and deliver a real message. Check it on both your phone and desktop to catch spacing inconsistencies, broken images, or truncated subject lines before they reach your audience.

Frequently Asked Questions

When you send a test email, the system compiles your message and replaces all template variables with default sample data. This allows you to verify your layout and variable placement without using real contact data.

If a contact in your segment is missing the data for a specific variable, it will render as an empty string in the final email. Always preview your campaigns and ensure your contact data is complete before sending.

Variables must use the exact double-curly-brace syntax to work properly. Use `{{` to open, followed by the exact variable path (like `contact.firstName`), and `}}` to close. To avoid typos, click the copy icon next to any variable to copy it to your clipboard, then paste it directly into your content.

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Email Personalization