How can I use Liquid Syntax?

Liquid Syntax is a game-changer in email personalization—it enables you to insert dynamic elements, create conditional content, and tailor messaging based on your lead data. Whether you’re adjusting greetings based on time zones or displaying different content based on customer attributes, Liquid Syntax makes your cold emails feel like they were written just for each individual.

Let's break down how you can leverage Liquid Syntax effectively.

1. Using Variables for Personalization

Variables allow you to insert lead-specific data into your emails, helping them feel more personalized and relevant. Liquid Syntax supports two types of variables: native tokens and custom tokens.

  • Native tokens (e.g., {Google Rating}) are tokens for our native data points and enclosed in single curly brackets.
  • Custom tokens (e.g., {{custom_column}}) come from the lead data you upload and are wrapped in double curly brackets.

You can find a list of available native tokens by clicking the "Insert Email Tags" option in the email editor, as explained here.

In this example:
 
{Business Name} has {Google Rating} Google Rating!

You wouldn't want to output this:
 
ACME Inc. has 0.00 Google Rating!

And, would instead want:
 
Your company has no Google Rating!

That’s where dynamic content comes in.

2. Creating Conditional Content

One of the most powerful features of Liquid Syntax is its ability to modify content based on certain conditions. This allows you to show different text depending on the data available for a lead.

Example 1: Display a generic company name when the business name contains "Inc." or "LLC."
 
{% if {Business Name} contains 'Inc' or {Business Name} contains 'LLC' %}your company{% else %}{Business Name}{% endif %}
Example 2: Replace a Google Rating of 0.00 with "no" rating:
 
You have {% if {Google Rating} == "0.00" %}no{% else %}{Google Rating}{% endif %} Google rating!
Important: Always make sure the variable names match exactly with native and/or custom tokens

3. Time-Based Personalization

When sending emails, using the right greeting at the right time of day can make it more personal. Liquid Syntax operates in Eastern Standard Time (EST) by default, but you can modify it to match your recipient’s timezone.

Example: Send a personalized greeting based on the time of day:
 
{% assign now = "now" | date: "%H" %}
{% if now >= 5 and now <= 11 %}
Good morning!
{% elsif now > 11 and now <= 17 %}
Good afternoon!
{% else %}
Good evening!
{% endif %}

If you want to adjust for different time zones, use the plus or minus filters:

  • Example: | plus: 3 shifts the time 3 hours ahead of EST.
  • Example: | minus: 5 adjusts the time 5 hours behind EST.

This is particularly useful for international campaigns where recipients may be in different time zones.

4. Ensuring Correct Formatting

Proper formatting is key to avoiding errors in your Liquid Syntax. Here’s an example of well-structured code:

Correct:
 
{% assign now = "now" | date: "%H" | plus: 0 %}
{% if now >= 5 and now <= 11 %}
Good Morning!
{% elsif now > 11 and now <= 17 %}
Good Afternoon!
{% else %}
Good Evening!
{% endif %}

Adding plus: 0 ensures the value is treated as a number, preventing issues with comparisons.

5. Additional Notes

  • Ensure that all brackets are correctly opened and closed.
  • The variables used must match the native or custom tokens exactly.
  • Make every email unique with spintax, i.e. {{RANDOM:Hey|Hello|Hi}}
  • Use AI to humanize, clean, personalize and spin your emails.
  • Always test before sending your emails to recipients.

With these techniques, you can make your emails feel more human, relevant, and engaging.