Overview
To achieve a high reply rate in your campaigns, it’s crucial to personalize your emails as much as possible by adding unique details about each prospect. The good news? Smart personalization can increase your reply rate by 183%.
Even better: with La Growth Machine, you can do this easily at scale using variables and customAttributes—no manual work, no headaches.
Key benefits
Higher reply rates thanks to ultra-personalized messages
Time savings by automating personalization at scale
More human emails even in automated campaigns
Understanding variables
Variables are data points that La Growth Machine automatically fills in whenever a template is sent. They allow you to dynamically personalize messages without extra effort.
There are two main types of variables.
Lead variables
Lead variables (shown in purple) correspond to the information you’ve collected about a lead after enrichment.
Examples:
First name
Company name
Job title
Industry
They help you directly reference your prospect’s context.
Identity variables
Identity variables (shown in yellow) correspond to the information of the identity sending the message.
Examples:
Sender’s first name
Company name
Email signature
Perfect for keeping sender-side personalization consistent.
Important: Always remember to save and preview your message to make sure variables match your leads correctly.
Using fallback values to avoid blanks
By default, if a variable is empty, it will also appear empty in the preview and in the sent email. Not ideal.
Tip: You can define a fallback value.
Simply uncheck the option and enter the text you want to display instead of the empty variable.
This ensures your emails stay smooth and readable, even when data is missing.
Advanced variables
To push personalization even further, La Growth Machine offers two types of advanced variables.
Spin for emails
The Spin variable lets you automatically generate multiple versions of the same email template.
This is especially useful if:
You’re contacting several people within the same company
You don’t want them to receive identical messages
Example:
1 variable with 4 spins
1 variable with 4 spins
1 variable with 3 spins
👉 Result: 48 different variations from a single template. If you email multiple people from the same company, there’s virtually no chance they’ll receive the same message. Personalization at its finest.
CustomAttribute1 and CustomAttribute2
CustomAttributes are attributes you can manually customize for each lead. Unlike standard variables, they don’t come from automatic enrichment.
They’re ideal for:
Adding unique phrases per lead
Providing segment-specific context
Inserting highly targeted value propositions
Example use case
In an email template:
{{CustomAttribute1}} refers to customers from the same segment as your prospect
{{CustomAttribute2}} refers to the value they get (conversion rate improvements, volume growth, key stats, etc.)
Pro tip: To go deeper into segmentation and building powerful customAttributes, check out Dogpatch’s video on writing personalized emails at scale.
FAQs
What is a customAttribute?
What is a customAttribute?
A customAttribute is a custom field you manually fill in for each lead to add unique information that doesn’t come from automatic enrichment.
Why should I use spins in my emails?
Why should I use spins in my emails?
Spins create multiple versions of the same message, helping you avoid duplicates—especially when reaching out to several people from the same company.
Should I always use a fallback value?
Should I always use a fallback value?
Yes, it’s highly recommended. Fallback values keep your emails clean and readable even when some data points are missing.
Do customAttributes really improve reply rates?
Do customAttributes really improve reply rates?
Absolutely. By adding unique, highly targeted elements, customAttributes make your emails feel more human and relevant—boosting reply rates by up to 183%.