What template variables are
Template variables (also called merge fields) are placeholders you type into a subject line or email body. When Defrost sends, each one is replaced with the matching detail for the specific person receiving that email. You write the email once. Every recipient gets their own filled-in version.
Variables use double curly braces, like {{first_name}}. Type them exactly as shown, including the braces.
The variables you can use
These are the merge fields the editor and the AI rewrite understand. The snake_case forms below are the canonical set used when Defrost rewrites or generates copy for you.
| Variable | Fills in with | Example |
|---|---|---|
{{first_name}} |
The recipient first name | Hi {{first_name}}, |
{{company_name}} |
The recipient company name | the team at {{company_name}} |
{{job_title}} |
The recipient job title | as a {{job_title}}, you probably |
{{industry}} |
The recipient industry | most {{industry}} teams |
{{pain_point}} |
The pain point Defrost matched to this lead | solving {{pain_point}} |
{{recent_event}} |
A recent signal about the company (news, hiring, funding) | saw the {{recent_event}} |
Composer shorthand
Inside the sequence composer, you will also see these shorthand placeholders. They are the same idea, shown in the editor preview:
| Variable | Fills in with |
|---|---|
{{firstName}} |
The recipient first name (composer shorthand for {{first_name}}) |
{{company}} |
The recipient company (composer shorthand for {{company_name}}) |
{{email}} |
The recipient email address, shown in the To line preview |
The unsubscribe link
Every email Defrost sends includes a working unsubscribe link, which is required by law. You do not have to add it yourself. If you want to control where it appears in your copy, place the {{unsubscribe_url}} token and Defrost fills it with the recipient specific one-click unsubscribe link. If you leave it out, Defrost still adds a compliant unsubscribe footer for you.
How personalization actually works
Defrost does more than swap in a name. After it finds and verifies a lead, it researches the company and the person, then weaves in one strong, specific signal per email. The one-signal rule keeps your message from reading like an over-personalized form letter. The variables above are the fields you can reference directly. The deeper personalization (the specific sentence about a recent post, a hiring push, or a product launch) is written for you by the copy engine.
Tips
- Always include
{{first_name}}in your opening. It is the single highest-impact merge field. - Keep a natural fallback in mind. If a field is missing for a given lead, a sentence built entirely around it can read oddly, so phrase around the variable rather than depending on it.
- Do not invent variables. Only the fields listed above are filled in. Anything else stays as literal text in the sent email.
- Preview before you launch. The composer shows you how a step reads with the placeholders in place.