What do variable tags insert into an email template?

Variable tags are used in Pardot email templates to pull in specific information about prospects directly into the email. This functionality allows for a more personalized and tailored email experience for recipients.

When a variable tag is utilized, it dynamically inserts a prospect's field value, such as their name, company, or any other customized data field you have set up in your Pardot account. This helps marketers personalize their communications and improve engagement rates by addressing recipients in a way that feels personal and relevant.

For instance, if you set a variable tag for the prospect's first name, when the email is sent, the tag will be replaced by the actual first name of each recipient, creating a more engaging experience. This is a core feature of personalization in marketing automation, which leads to better response rates compared to standard bulk emails that lack such customization.