Liquid syntax is a versatile tool that can significantly enhance the personalization of your cold outreach emails. By understanding and utilizing its operators and tags, you can craft messages that resonate more deeply with your recipients, increasing the chances of a positive response.

Operators in Liquid

Liquid offers a variety of operators to help you control the flow of your templates:

  1. Comparison Operators:

    • == (equals)
    • != (does not equal)
    • > (greater than)
    • < (less than)
    • >= (greater than or equal to)
    • <= (less than or equal to)
    • or (logical or)
    • and (logical and)
    • contains (checks for a substring within a string)

  2. Assignment Operators:

    • = (assign a value)
    • | (used to apply filters)

  3. Control Flow Tags:

    • {% if %} ... {% endif %}
    • {% unless %} ... {% endunless %}
    • {% case %} ... {% when %} ... {% endcase %}
    • {% for %} ... {% endfor %}

 

For example

{% if ClientGender == "male" %}Hello mister,{% endif %}

 

{% if ClientGender == "male" %} Mister, {% else %} Miss,{% endif %}

 

Use default state for prospects with missing variable

{% if COMPANY %} {{COMPANY}} {% else %} your company {% endif %}

You can use multiple operators in a tag

{% if type == "freelance" or type == "smb" %} We know it's not easy as a small company {% endif %}

 

Including Referral Information

{% if ProspectSource %}
I was introduced to your work through {{ProspectSource}} and wanted to reach out.
{% endif %}

 

Offering Location-Specific Information

{% if CITY == 'New York' %}
We're hosting an event in New York next month and would love for you to join!
{% endif %}

 

Segmenting by Job Role

{% case JOB_POSITION %}
{% when 'CEO' %}
Given your role as a CEO, I believe our management tools could be of great value to you.
{% when 'Marketer' %}
As a marketer, you might find our analytics platform especially useful.
{% else %}
I believe our platform has features that could benefit professionals in various roles, including yours.
{% endcase %}

 

Tailoring Content Based on Previous Interactions

{% if VisitedWebsite %}
I noticed you recently visited our website. What did you think of our latest product range?
{% else %}
In case you haven't had a chance to visit our website recently, we've launched some exciting new products.
{% endif %}