Personalise with variables, fallbacks and spintax

How to do it

1. Insert a built-in variable from the toolbar menu: first_name, last_name, company, title, city, country, industry, employee_count, website, phone, email.
2. Any extra column from your CSV import is a custom variable — click its chip under the body (e.g. {{icebreaker}}) to copy it, then paste into the subject or body.
3. Add a fallback with a pipe: {{first_name|there}} sends "there" when the lead has no first name.
4. Vary wording with spintax in single braces: {Hi|Hey|Hello} picks one option at random for each send.
5. Check the Preview block ("as it will read for") to see the step filled in for real leads and spot any "Empty for this lead" warning.

Good to know

• Variables are case-insensitive and match your import column names (letters, digits, underscores).
• If a built-in variable (first_name, last_name, company, title, city, email) is empty for a lead and has no fallback, that step is SKIPPED for that lead: the sequence moves on to the next step, the campaign's "skipped (missing data)" count goes up, and the lead's activity reads "Skipped step N — missing first_name". A missing custom variable simply renders empty and the email still sends.
• Spintax runs after variables are filled, so a fallback like {{first_name|there}} is never mistaken for a spintax group. Groups can be nested.
• Per-lead copy: if a step's subject or body is nothing but one variable (e.g. body = {{email_1_body}}), the lead panel shows an "Edit copy" button on that step so you can rewrite that person's version; it saves automatically and affects only them.
• The Preview lets you flip through up to 8 enrolled leads; before anyone is enrolled it shows the sample lead "Jane Okafor" at Acme Robotics.