How merge tags work
Personalization uses merge tags wrapped in double curly braces:
{{first_name}},{{company_name}}. At send time each tag is replaced with that contact's value, so one template reads one-to-one for everyone.A default first line looks like
Hi {{first_name}},. This is how you send at scale without sounding like a blast.The standard variables you can use
Every contact carries these fields as tags:
- Person:
{{first_name}},{{last_name}},{{full_name}},{{email}},{{phone}},{{job_title}},{{headline}},{{linkedin_url}},{{timezone}}. - Company:
{{company_name}},{{company_website}},{{company_domain}},{{company_industry}},{{company_size}},{{company_linkedin}}. - Location:
{{city}},{{state}},{{country}}.
Plus two send-time tags for you, the sender:
{{sender_name}}and{{sender_company}}.- Person:
Always set a fallback
What if a contact has no first name? Add a fallback after a pipe:
{{first_name|there}}renders "there" when the field is empty. Use it anywhere a blank would read awkwardly:Hi {{first_name|there}},at {{company_name|your company}}
FirstSales also tidies dangling punctuation when a value is empty, but a good fallback is what keeps the sentence natural.
Insert tags in the editor
In the email editor you don't have to type tags by hand. Use the Insert merge tag toolbar or the slash
/menu to pick a field from a searchable list: including your custom fields. Inserted tags appear as chips so they're easy to see and can't be broken by a stray character.The editor also lints for broken tags and warns if you drop a merge tag inside a link URL.
Use custom fields for anything extra
Need a data point that isn't a standard field: a recent event, a product they use? Add a custom field to your contacts and reference it as a snake_case tag, e.g.
{{recent_funding}}. Custom fields resolve from each contact's data just like standard ones (they can't reuse a standard field's name).This is how you personalize on something specific to your outreach, not just generic firmographics.
Merge tags vs Autopilot AI writing
Two different things share the "personalization" idea:
- Template campaigns use the
{{ }}merge tags above: you write the copy, tags fill the blanks. - Autopilot campaigns have the AI write each email using personalization hooks about the contact: not merge-tag templating.
So if you want precise control over wording, use Template mode with merge tags; if you want the AI to compose per-contact copy, use Autopilot. Note there is no spintax: the pipe
|is only for fallbacks, not random spin alternatives.- Template campaigns use the
Pro tips
Never ship a tag without a fallback
Use {{first_name|there}}, not bare {{first_name}}. One contact with a missing field turns a bare tag into an awkward blank in front of a real prospect.
Insert from the menu, don't type
Use the Insert merge tag toolbar or / menu so tags become chips the editor can validate. Hand-typed braces are the usual cause of a broken tag that sends literally.
Custom fields personalize on what matters
Firmographic tags are table stakes. A custom field ({{recent_funding}}, {{signup_source}}) is what makes an email feel researched rather than mail-merged.
No spintax: pick Template or Autopilot
There's no {a|b} spin syntax. For varied copy, either write real A/B variants in a Template campaign or let Autopilot's AI compose each email.
Frequently asked questions
What's the syntax for a merge tag?
Double curly braces around the field name: {{first_name}}, {{company_name}}. Whitespace inside is tolerated ({{ first_name }}), and values are filled per contact at send time.
How do I set a default when a field is empty?
Add a fallback after a pipe: {{first_name|there}} or {{company_name|your company}}. The text after the | is used whenever that contact's field is blank.
Which variables are available?
Standard contact fields (name, email, phone, job title, headline, LinkedIn, timezone; company name/website/domain/industry/size/LinkedIn; city/state/country) plus the sender tags {{sender_name}} and {{sender_company}}, and any custom fields you add.
Can I personalize on custom data?
Yes. Add a custom field to your contacts and reference it as a snake_case tag (e.g. {{recent_funding}}). It resolves from each contact's data like a standard field, and can't reuse a standard field's name.
How do I insert a tag without typos?
Use the Insert merge tag toolbar or the slash / menu in the editor to pick a field from a searchable list. Tags appear as chips, and the editor lints for broken tags or a tag mistakenly placed inside a link.
Does FirstSales support spintax?
No: there's no spintax / {a|b} spin alternation. The pipe character is only for fallback values. For copy variety, use A/B variants in a Template campaign or Autopilot's AI writing.
How is this different from AI personalization in Autopilot?
Merge tags fill blanks in copy you write (Template mode). Autopilot instead has the AI compose each email from personalization hooks about the contact: no merge-tag templating. Choose Template for exact wording, Autopilot for AI-written copy.