Smartlead and Instantly merge tags

The campaign sheet (CSV or XLSX) has one row per prospect and one column per value you can personalise an email with. Cold-email tools turn every column header into a merge tag, so a column called revamp_preview_url becomes {{revamp_preview_url}} in your sequence.

Export the sheet

Open the project, or the batch for a bulk CSV run.
Choose Export › Campaign sheet and pick the target: Smartlead, Instantly, Zoho or Generic.
Upload the file as a new lead list in your tool. Keep the headers as they are.

The target only changes the headers and a few platform columns; the values are identical. Preview links get a utm_source for the platform, so the project page shows which tool a visit came from.

Smartlead

Smartlead treats every column it does not recognise as a custom field. Use the headers below exactly, in double curly braces, for example {{revamp_preview_url}} or {{top_issue_1}}.

Instantly

Instantly reads the same headers as custom variables. The Instantly sheet also fills personalization, Instantly's built-in variable, with the one-line flaw summary, so templates that already use {{personalization}} work unchanged.

All merge tags

Merge tag	What it contains
`{{email}}`	Prospect email from your CSV, else the address found on their site.
`{{first_name}}`	First name from your CSV.
`{{last_name}}`	Last name from your CSV.
`{{company_name}}`	Business name as found on the site.
`{{website}}`	The site you submitted.
`{{clean_domain}}`	Bare domain, e.g. acme-plumbing.com.
`{{revamp_preview_url}}`	Link to the live redesign preview, with a UTM source for the platform.
`{{old_vs_new_gif_url}}`	Animated before/after GIF for the email body.
`{{before_screenshot_url}}`	Screenshot of the current site.
`{{legacy_flaw_summary}}`	One sentence naming the site's biggest problems.
`{{health_score}}`	Website Health Score of the current site, 0–100.
`{{legacy_score}}`	The same score inverted: how outdated the site is, 0–100.
`{{issues_count}}`	Number of failed health checks.
`{{top_issue_1}}`	Highest-impact issue, in plain words.
`{{top_issue_2}}`	Second issue.
`{{top_issue_3}}`	Third issue.
`{{top_issue_1_id}}`	Check id of the first issue, for filtering in your tool.
`{{top_issue_2_id}}`	Check id of the second issue.
`{{top_issue_3_id}}`	Check id of the third issue.
`{{weakest_category}}`	Audit category with the lowest score, e.g. Mobile.
`{{copyright_year}}`	Copyright year shown in the old footer.
`{{mobile_load_seconds}}`	Measured mobile load time in seconds.
`{{estimated_monthly_revenue_loss}}`	Estimated monthly revenue lost to the issues, in the site's currency.
`{{industry_archetype}}`	Detected business type, e.g. home_services.
`{{language_code}}`	Language of the preview, e.g. en.
`{{email_step_1_subject}}`	Subject of outreach email 1, written for this prospect.
`{{email_step_2_subject}}`	Subject of follow-up 1.
`{{email_step_3_subject}}`	Subject of follow-up 2.
`{{email_step_4_subject}}`	Subject of the break-up email.
`{{email_step_1_body}}`	Body of outreach email 1.
`{{email_step_2_body}}`	Body of follow-up 1.
`{{email_step_3_body}}`	Body of follow-up 2.
`{{email_step_4_body}}`	Body of the break-up email.
`{{whatsapp_script}}`	Short WhatsApp message with the preview link.
`{{proposal_pdf_url}}`	Link to the PDF proposal.
`{{project_id}}`	Project id, for webhooks and the API.
`{{status}}`	Project status when the sheet was exported.
`{{personalization}}`	Instantly sheets only: the flaw summary under Instantly's native variable name.

Example first email

Subject: {{email_step_1_subject}}

Hi {{first_name}},

{{legacy_flaw_summary}}

I mocked up what {{company_name}} could look like instead:
{{revamp_preview_url}}

Worth a quick call?

Tips

Put the GIF from {{old_vs_new_gif_url}} in the email body as an image; it shows the change before anyone clicks.
Empty values stay empty, so write sentences that still read well without them, or filter the list on health_score.
estimated_monthly_revenue_loss is an estimate from industry baselines. Present it as a range, not a promise.