What do variable tags do when you use them in an email?

Variable tags in emails serve the purpose of personalizing content by referencing corresponding prospect fields and inserting those text field values directly into the email. This means that when you use a variable tag, it pulls specific data from the prospect's profile, such as their name, company, or any other custom field you have set up within Pardot. This level of personalization can significantly enhance engagement by making the communication feel more tailored to the recipient.

For example, if you have a variable tag for a prospect's first name in your email, when the email is sent, it will automatically replace the tag with the actual first name of each recipient. This not only helps in building a connection with the prospect but can also lead to higher open and click-through rates due to the personalized approach.

In contrast, the other options either do not accurately describe the function of variable tags or refer to aspects unrelated to personalization. Tracking link clicks pertains to analytics rather than content personalization, displaying images based on a prospect's profile is a separate function, and segmenting prospects into lists is a matter of organizational strategy rather than direct content creation.