Using custom variables allows you to personalize the content of your candidate campaigns at scale. It is similar to using mail merge functionality you may be familiar with from other tools. In a recent research piece, we found that higher levels of personalization resulted in higher response rates - so the more customized your campaigns are, the better.
How to Create a Custom Variable
Custom variables are created from short text custom fields in your CRM database. Therefore, to build a custom variable, all you need to do is create a free text custom field. Adding a new custom field to your CRM can only be done by users who have Super Admin permissions.
1. Navigate to Settings and select Custom Fields on the left side panel.
2. Click the Create Custom Field button on the top right side on the screen to open the Create Custom Field modal. In the modal you will see the following fields:
- Field name: select a name for your custom field
- Assign to folder: categorize this custom field with other related custom fields
- User permissions: select which user permission levels will have access to view and edit this field
- Type: choose the short text option
You must populate the field name, user permissions and custom field Type in order to proceed.
3. Once you have entered the required information and selected Short text for the Type option, click Save. Your new field will be available for use in your People Grid, as well as on candidate profiles within the Custom Fields tab.
How to Add Custom Variables to a Campaign
Variables are candidate data points pulled from the candidate profile and added into campaigns to personalize each communication.
Standard variables that are offered in all campaigns include first and last name, company, title, primary email, university, degree and an unsubscribe link.
1. To add a custom variable into a Campaign message, navigate to the Campaign message and click the Add Variables button.
2. On the variables menu, select the custom field that you created. You will find these below the standard green variables, under the section titled Extra Fields.
3. Once selected, you will see the variable appear in your campaign message with the option of adding in a fallback option - which will be used in case there is no relevant data for that candidate in your CRM. Simply type in a fallback option within the fallback speech marks fallback=""% ; e.g. a fallback you could create for the "Seniority" custom field could be fallback="experienced"%
4. The custom variable will now automatically pull the corresponding information from the candidate's profile into that data field for each recipient of this campaign message, to create a more personalised experience.
Previewing Campaign Variables
1. We recommend that users preview or send a test email before launching the campaign. Simply click on the Preview button to show the touch point from the perspective of an example recipient added to the campaign. Then, click Return to go back to editing your email.
2. To send a test for a single touch point, click on the Send Test button. You will then be given the option to input the email address you would like the test to be sent to.
Note: when previewing a variable in a campaign, the fallback will always populate or will pull in the first name in the filtered list.