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Personalizing Emails with Liquid Syntax

Personalizing Emails with Liquid Syntax

In this article:

  • What is liquid syntax?

  • Why use liquid syntax?

  • How to use liquid syntax?

  • Examples

    • Fallback when data is missing

    • Different email content based on different tags

    • Different email content based on different lead properties

    • Different email content based on number operators

  • I can't save my liquid syntax — what's wrong?

  • How to check how my liquid syntax will transform?

What Is Liquid Syntax?

Liquid syntax is a templating language created by Shopify and widely used in many apps, including QuickMail, to personalize content.

For detailed documentation, visit: https://shopify.github.io/liquid/basics/introduction/

Why Use Liquid Syntax?

Liquid syntax allows you to create highly personalized, dynamic emails based on lead information, tags, and properties.

It lets you:

  • Add personalization without needing perfect data

  • Segment messaging without building extra campaigns

  • Build smarter follow-ups with conditional logic

How to Use Liquid Syntax?

Liquid uses a combination of objects, tags, and operators. The format looks like this:

{% if lead.role == "CEO" %} As a founder, I would like to offer you this one-time promotion {% endif %}

If the email is sent to a lead with the role of CEO, the email will contain "As a founder, I would like to offer you this one-time promotion." Otherwise, the text will not appear.

Tags

Tags use the {% and %} delimiters and are used to denote logic and control flow.

Objects

Important: Object values in liquid syntax are case-sensitive.

Objects contain the content that Liquid inserts into the email. Here are the available objects in QuickMail:

Object Function
lead.first_name First name
lead.last_name Last name
lead.email Email
lead.title Title
lead.role Role
lead.phone Phone
lead.linkedin LinkedIn
lead.score Score
lead.custom.customfieldsname Custom fields
company.name Company name
company.domain Company domain
inbox.name Inbox name
inbox.friendly_name Inbox friendly name
inbox.email Inbox email
inbox.signature Inbox signature
lead.tag.tagname Tag

Operators

Operators are used to create conditions or fallbacks.

Operator Function
!= Is not equal
== Equals
> Greater than
< Less than
>= Greater than or equal to
<= Less than or equal to
or Condition A or Condition B
and Condition A and Condition B
contains Condition A contains a value

Examples

Important: Custom properties and tags used in liquid syntax are case-sensitive.

Fallback When Data Is Missing

{% if lead.first_name == "" %}
Hi there,
{% else %}
Hi {{lead.first_name}},
{% endif %}

Different Email Content Based on Different Tags

{% if lead.tag.vip == true %}
Hey VIP!
{% elsif lead.tag.new_lead == true %}
Welcome aboard!
{% elsif lead.tag.long_time_customer == true %}
Great to see you again!
{% else %}
Hi {{lead.first_name}}!
{% endif %}

Different Email Content Based on Different Lead Properties

{% if lead.role == "Founder" or lead.role == "CEO" %}
Hi {{lead.first_name}},

Reaching out directly since you're leading the company.
I'll keep this short.

We're helping founders get more replies from cold outreach without harming deliverability.

{% elsif lead.role != "" %}
Hi {{lead.first_name}},

Not sure if outreach falls under your role as a {{lead.role}}, but thought this might still be useful for your team.

{% else %}
Hi there,

I couldn't find your role, so keeping this general — this might still help if your team handles outbound.
{% endif %}

Different Email Content Based on Number Operators

Important: In QuickMail, all variables (such as lead.score) are stored as strings, even if they look like numbers. Because of this:

  • Numeric comparison operators (>, <, >=, <=) cannot be used directly on these variables.

  • To perform numeric comparisons, you must first convert the string to a number using the {% assign %} tag combined with the plus filter.

For example:

{% assign score_num = lead.score | plus: 0 %}

To use different email content based on a lead's score:

{% assign score_num = lead.score | plus: 0 %}
{% if score_num >= 80 %}
Hi {{ lead.first_name | default: "there" }},

You're one of our top prospects! Let's schedule a call to discuss how we can help you grow.

{% elsif score_num >= 50 and score_num < 80 %}
Hi {{ lead.first_name | default: "there" }},

Thanks for your interest so far. If you want, I can share some resources tailored to your needs.

{% elsif score_num < 50 and score_num > 0 %}
Hi there,

I wanted to reach out and introduce myself. If you have any questions, feel free to reply.

{% else %}
Hi there,

Still getting to know where you're at, but happy to connect if you're curious!
{% endif %}

I Can't Save My Liquid Syntax — What's Wrong?

There are two possible reasons:

  • The feature is not enabled for your plan. Reach out to support@quickmail.io to confirm.

  • The syntax is incorrect. Make sure you are using the correct properties and tags, and that the casing is right. If you get stuck, you can use an AI tool like ChatGPT to help check your syntax.

How to Check How My Liquid Syntax Will Transform?

You can send a test email to see how your liquid syntax renders. Check out this article for a detailed guide on sending test emails.