<aside>

Minimum:

• {{firstName}}

Better:

• {{firstName}} + {{company}} or light industry cue

  Advanced (only if quick to grab):

• Recent announcement, funding, launch </aside>

Don’t:

• Force weird merge fields
• Scrape deep LinkedIn bios
• Pretend it’s hyper-personalized if it’s not

Rule:

If it wouldn’t work as a casual DM, don’t send it.