Personalization variables (merge tags)
Personalization variables are placeholders such as a first name that your sending tool replaces with each contact's own data.
A personalization variable, or merge tag, is a placeholder in your template. When the email is sent, the tool replaces it with the data of that contact: first name, company, job title or any custom field you imported. One template then produces many emails that each use the right details.
Good tools also support a fallback value, which is used when the data is missing. Without it, a blank field gives you an email that starts 'Hi ,' or names the wrong thing, and this is an easy way to look careless. Empty or messy data in your list is the main cause.
Variables make an email look personal, but they are not personalization on their own. A name in the first line does not make a weak offer relevant. Use variables for facts that change the message, such as the company, the problem they likely face or a detail you found. Always preview the email with real contacts before you send, and check rows with missing fields.
In Terlido
Terlido's templates support variables like firstName and company, a fallback after a pipe (for example, company | "there"), custom-field lookups, and spintax.