Choosing the right variables depends on your campaign objectives and the data you have available. Here are some tips to guide you:
Know Your Audience Understanding your audience is the first step. Conduct market research to gather insights about their preferences, behaviors, and demographics. The more you know about your audience, the better you can tailor your emails.
Use Relevant Data Ensure that the data you use is relevant to your campaign. For instance, if you're running a birthday promotion, use the recipient's birthdate as a variable.
Test and Optimize Experiment with different variables to see which ones yield the best results. A/B testing can be an effective way to determine the impact of various variables on your email performance.