How to create and use custom variables in Scaledmail email templates

If you're sending more than a few emails a week, you're probably tired of copy-pasting the same info over and over. Maybe you want to drop in a client's name, a meeting date, or even a custom discount code—without rewriting your template every time. That's where custom variables come in. This guide is for anyone using Scaledmail who wants real flexibility in their email templates, without all the guesswork.

Here's what you actually need to know to create and use custom variables in Scaledmail—no fluff, just clear steps, honest tips, and a few warnings about what not to do.

What Are Custom Variables (And Why Bother)?

Custom variables are placeholders you set up in your email templates. When you send an email, Scaledmail swaps those placeholders with real data—like names, dates, or whatever else you need to personalize.

Why use them? - Save time—write the template once, then fill in the blanks automatically. - Reduce mistakes—you won’t forget to swap out a name or date (unless you set up your variables wrong). - Scale up—send hundreds of personalized emails without losing your mind.

If you’re just blasting generic newsletters, you probably don’t need custom variables. But if you care about personalization or run campaigns where details matter, they’re a lifesaver.

Step 1: Decide What You Actually Need to Personalize

Before you start fiddling with variables, stop and list what really needs to change from one email to the next. Common examples: - First name ({{first_name}}) - Company name ({{company}}) - Meeting date/time - Custom offer or link

Pro tip: Don’t overcomplicate it. Just because you can make everything a variable doesn’t mean you should. The more variables, the more stuff can go wrong.

Step 2: Create Your Custom Variables in Scaledmail

Scaledmail comes with a few built-in variables (like {{first_name}}), but you’ll want to set up your own for anything unique.

How to Add Custom Variables

  1. Go to the Variables Section:
    In Scaledmail, look for the “Variables” or “Custom Fields” option in your dashboard. It’s usually tucked under “Settings” or “Templates.”

  2. Create a New Variable:

  3. Click “Add Variable” (sometimes called “Add Custom Field”).

  4. Give your variable a short, clear name (e.g., favorite_color, discount_code).
    No spaces, no weird characters—stick to letters, numbers, and underscores.

  5. Set a Default Value (Optional):

  6. If you want a fallback in case a value is missing, enter a default.

  7. Example: If you leave discount_code blank, maybe default to “WELCOME10” or just leave it empty.

  8. Save Your Changes.

What works:
Keeping variable names simple and self-explanatory. You’ll thank yourself later.

What doesn’t:
Using cryptic or overly long names like customers_favorite_color_for_q2_2024_promotion. You’ll lose track fast.

Step 3: Use Variables in Your Email Templates

Now it’s time to actually put these variables to use.

  1. Open Your Email Template:
    Edit or create the template where you want to use variables.

  2. Insert Variables with Double Curly Braces:
    Anywhere you want personalized info, drop in your variable like this:

Hi {{first_name}},

Thanks for checking out {{product}}. Your special code is {{discount_code}}.

Scaledmail will swap these out with real values when sending.

  1. Test It (Seriously, Don’t Skip This):
    Use the preview feature or send a test email to yourself.
  2. Check: Does every variable get filled in?
  3. Watch for typos—{{frist_name}} won’t magically work.

Pro tip:
If you see the raw variable in a sent email (like {{company}} instead of “Acme Inc.”), you either forgot to provide a value or made a typo. Happens more than you’d think.

Step 4: Fill in Variable Data for Each Recipient

Variables don’t fill themselves. You need to tell Scaledmail what data to use.

Options for Supplying Data

  • Manual Entry:
    For small campaigns, you can fill in variable values by hand for each recipient.
    Works, but gets old fast.

  • Import a CSV:
    For bigger campaigns, upload a spreadsheet.

  • Your CSV should have columns that match your variable names exactly.
  • Example: first_name, company, meeting_time

Heads up: If your variable is named meeting_time, your CSV column must be meeting_time. No exceptions.

  • API/Integration:
    If you’re syncing data from a CRM or another app, use Scaledmail’s integrations or API.
    This is more advanced—only go down this road if you already know what you’re doing.

What works:
Double-checking your CSV headers before uploading. One typo, and you’ll get a bunch of blank fields.

What doesn’t:
Assuming Scaledmail will “guess” which column matches which variable. It won’t.

Step 5: Handle Missing or Broken Variables

Even if you’re careful, sometimes data is missing. Here’s what to do:

  • Set Default Values:
    As mentioned earlier, defaults keep your emails from looking weird when info is missing.

  • Use Conditional Logic (If Supported):
    Some versions of Scaledmail let you use simple “if/else” logic in templates:

{{#if discount_code}} Your code: {{discount_code}} {{else}} No code this time, but stay tuned! {{/if}}

Not all template engines support this—check Scaledmail’s docs.

  • Test, Test, Test:
    Always preview your emails with real data (and some blanks) before sending to a list.

What works:
Treating missing data as a normal thing, not a disaster. Plan for it.

What doesn’t:
Sending emails without a test—unless you like apologizing later.

Step 6: Maintain and Update Your Variables

It’s easy to let variables get out of hand, especially if you have multiple people working on templates.

  • Keep a List:
    Maintain a simple doc or spreadsheet with all your current variables and what they mean.

  • Review Regularly:
    Delete variables you don’t use anymore. Outdated variables clutter things and cause confusion.

  • Standardize Naming:
    Stick to one style—e.g., always use underscores, always lowercase.
    first_name is better than FirstName and firstName lurking in the same account.

Pro tip:
If you inherit someone else’s templates, check their variables before sending. People get creative, and not always in a good way.

What to Ignore (For Now)

  • Nested Variables:
    Scaledmail doesn’t do “variables inside variables”—don’t bother trying.

  • Heavy Scripting:
    If you want to run a script to generate content inside your template, you’re in the wrong tool. Scaledmail’s about filling blanks, not running mini-programs.

  • Over-personalization:
    Personal touches are good, but there’s a point where it gets creepy. “Hey, I saw you bought red socks last year!”—maybe not.

Real-World Tips and Gotchas

  • Keep It Simple:
    The more variables you have, the more can go wrong. Start small.
  • Test with Edge Cases:
    Try sending a test with missing values, weird characters, or super-long names.
  • Watch for Formatting:
    If you’re adding dates or times, format them before uploading. Scaledmail won’t magically turn 2024-07-01T13:00 into “July 1st at 1pm.”
  • Don’t Rely on Defaults Alone:
    Defaults are a safety net, not a replacement for real data.

Wrapping Up: Iterate, Don’t Overthink It

Custom variables make your Scaledmail templates way more powerful, but only if you keep it straightforward. Decide what matters, name your variables clearly, double-check your data, and always test before sending. If something doesn’t work, fix it and move on—email’s supposed to make life easier, not harder.

Keep it simple, and adjust as you go. You’ll save time, dodge mistakes, and—honestly—look like you’ve got your act together.

Happy emailing.