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Personalizing Your Marketing Campaigns with Variables

Learn how to use variables in email and SMS marketing to personalize messages, enhance engagement, reduce spam complaints,

Lanee C. avatar
Written by Lanee C.
Updated over a week ago

In today’s competitive marketing landscape, personalization is key to connecting with your audience effectively. One powerful method to achieve this in your email and SMS campaigns is the use of variables. Variables allow you to automatically insert personalized elements into your messages based on specific information. This not only enhances the relevance of each message but also plays a significant role in reducing spam complaints.

Understanding Variables in Marketing Communications

Variables are placeholders in your marketing communications that automatically get replaced with real data when the message is sent. In the Marketing Center you can utilize 4 variables:

  • Company Name

  • Customer First Name

  • Customer Last Name

  • Company Phone

By using variables, each recipient feels the message is uniquely tailored to them.

Mandatory Use of Company Name Variable in SMS Communications

In SMS marketing, transparency and clarity about the sender's identity are crucial for maintaining trust and compliance. Mobile Network Operators (MNOs) require the inclusion of the Company Name in all SMS communications to ensure that recipients clearly understand who is sending them a message.

To aid in compliance, Housecall Pro requires that the Company Name variable is included in all SMS messages before moving on in the sending process. This practice not only aligns with best practices for SMS marketing but also helps in minimizing confusion and enhancing the credibility of your messages.

How to Implement Variables in Your Campaigns

  1. Select your Campaign Type:

  2. Draft your message content:

  3. Insert Variables: Evaluate your message content for opportunities to use variables then insert them as needed.

  4. Proceed with your Campaign!

Best Practices for Using Variables

  • Avoid Over-Personalization: While personalization is crucial, too much can make customers feel uncomfortable. Ensure that the data you use is appropriate and not too intrusive.

  • Keep Data Secure: Handle all customer data with care, ensuring compliance with data protection laws such as GDPR or CCPA.

  • Update Data Regularly: Periodically review and update your customer data to maintain the accuracy of your variables.

  • Educate Your Team: Ensure everyone involved in your email and SMS campaigns understands how to use variables effectively and responsibly.


Using variables in your email and SMS marketing campaigns offers a powerful way to personalize communications and enhance engagement while simultaneously reducing spam complaints. By integrating variables into your marketing efforts, you are not only adhering to best practices in digital marketing but are also building stronger, more meaningful relationships with your customers.

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