If you’re sending B2B marketing emails that look like they were written for a robot, you’re leaving money on the table. Personalization isn’t just a “nice to have”—it’s the difference between getting a reply and getting ignored. This guide is for anyone using Vero who wants to stop sending bland, cookie-cutter emails and start actually reaching people.
We’ll walk through exactly how to use dynamic content fields in Vero to personalize your B2B campaigns. No fluff, just the stuff that actually works.
Why bother with personalization in B2B emails?
Let’s be honest: most B2B emails are boring and forgettable. If you want your emails to stand out, personalization is about the only “hack” that still reliably works. But for B2B, it’s not about dropping someone’s first name in the subject line and calling it a day. It’s about context—showing the recipient you actually know something about their company, their role, or their pain points.
Here’s what personalization can do for you (when done right):
- Higher open and reply rates
- Fewer unsubscribes
- Emails that don’t instantly get flagged as spam
- A better shot at starting real conversations
But don’t get sucked in by hype. Personalization isn’t magic. If your list data is bad, or if your message is generic, no amount of clever field-tweaking will save you.
Step 1: Get your data right (or personalization will backfire)
Before you start fiddling with dynamic fields, make sure your data is in good shape. Here’s what matters:
- Accurate contact fields: At minimum, you’ll want first name, company name, and job title. Anything else is a bonus.
- No blank fields: If you’re missing data for lots of contacts, your dynamic fields will just look broken (“Hi ,” is not a good look).
- Consistent formatting: Company names in ALL CAPS or weird abbreviations make your emails look sloppy.
Pro tip: Run a quick audit of your contact database. Spot-check a few records. If you wouldn’t send the email to yourself, don’t send it to anyone.
Step 2: Set up your custom fields in Vero
Vero lets you store custom properties for each contact—think “first_name”, “company”, “industry”, etc. If you’re not already collecting this data, now’s the time to start.
Here’s how to check and set up custom fields:
- Go to your Vero dashboard.
- Navigate to your “People” or “Contacts” section.
- Click into a contact record and look at the available fields.
- Add or update properties as needed—these will be your dynamic content fields.
What’s worth collecting? - First name (obvious, but still) - Company name - Job title - Industry - Recent product usage (if relevant)
Ignore anything you don’t plan to actually use. More fields = more things to go wrong.
Step 3: Build your email templates with dynamic fields
Here’s where the magic happens. Vero uses double curly braces for dynamic fields, like {{first_name}} or {{company}}. You can drop these pretty much anywhere in your email.
Example:
Hi {{first_name}},
I noticed that {{company}} has been growing quickly in the {{industry}} space.
Where to use dynamic fields (and where not to):
Good spots:
- In greetings: Hi {{first_name}},
- In references to their company: “At {{company}}, you…”
- To mention their role or industry: “As a {{job_title}} in {{industry}}…”
Bad spots (don’t bother): - Overusing fields (“Hi {{first_name}}, I see you work at {{company}}, in {{industry}}…”)—it gets robotic fast. - In subject lines for every campaign—can feel spammy if overdone. - For data you’re not sure you have (“I see you’re based in {{city}}…” when half your records are blank).
Pro tip: Less is more. One or two well-placed fields beats cramming every bit of data you have into the email.
Step 4: Add fallback values (so you don’t look silly)
No matter how good your data is, someone will slip through with a missing field. Vero lets you set fallback values, so instead of “Hi ,” you get “Hi there,” or whatever you choose.
Syntax example:
Hi {{first_name | default: "there"}},
If first_name is missing, it’ll show “there” instead. Pick fallbacks that sound human, not awkward or generic. Sometimes it’s better to rephrase your sentence so it makes sense with or without the field.
Step 5: Test—then test again
Dynamic fields are notorious for breaking in weird ways. Before you hit send:
- Send test emails to yourself and your team. Try with contacts that have full data, and some with blanks.
- Preview how fallbacks look. Make sure nothing sounds off.
- Avoid “Dear {{first_name}}” disasters. If something looks weird, fix it.
If you’re running a big campaign, consider splitting your list and sending to a small segment first. Catch mistakes before they go to your entire database.
Step 6: Go beyond the basics (without making it creepy)
If you’ve got the basics down and want to get fancy, Vero supports conditional logic and more advanced personalization. For example, you can show different blocks of content based on a contact’s industry or behavior.
Example:
liquid {% if industry == "SaaS" %} Here’s how other SaaS companies use our platform… {% else %} Here’s how companies in your field use our platform… {% endif %}
Don’t go overboard. The more complex your logic, the more likely you are to break something or make mistakes. And if your personalization gets too specific, it can feel creepy.
When does advanced personalization work? - You have reliable, segmented data. - Your message actually changes based on the field (not just swapping a word).
When to skip it: - If your data is spotty or generic. - If the extra effort won’t actually move the needle.
What actually works (and what doesn’t)
Works: - Using the person’s real name (if you have it). - Mentioning their company or industry in a relevant way. - Keeping your message focused and clear.
Doesn’t work: - Inserting dynamic fields for the sake of it. - Personalization that feels forced or obviously automated. - Relying on “Hi {{first_name}}” as your only trick.
Don’t waste your time on: - Overly complex personalization for small lists. - Fields you can’t trust (like “favorite color” or “pet’s name”—yes, people try this).
Pro tips for making personalization feel real
- Write your email first, then see where personalization naturally fits.
- Use dynamic fields to add context, not just to tick a box.
- Test your emails with real data, not just sample records.
- If you wouldn’t say it in a 1:1 email, don’t automate it.
Keep it simple—and iterate
Personalization in Vero is powerful, but it’s easy to get carried away. Start simple: get your data right, use a few well-placed dynamic fields, and test before you send. Once you’re comfortable, experiment with more advanced stuff—but only if it actually helps your message land.
You’ll get better results (and fewer headaches) by keeping things simple, honest, and human. Iterate as you go, and remember: nobody ever replied to an email just because it had their first name in it. It’s what you say—and how you say it—that matters most.