Less boo. More booked. Halloween offer: 30 days free on any paid plan. Claim 30 days freeEvery new account gets one free mailbox for warmup and replies. No domain to buy. See how it works

Skip to content
Warmerly lemlist
One-to-one · Personalisation

Personalisation

One row, in depth: what each tool does, the verified numbers, and who each suits.

Start freeBack to all features

lemlist details read from its pricing page, home page and help centre on 21 October 2026.

Warmerly

Merge tags and AI opener lines

lemlist

Liquid syntax, personalised images and GIFs, AI agents

The short answer

Personalisation, in one look.

Warmerly has merge tags with a pre-launch check, AI-written opener lines and LinkedIn messages, but no conditional logic or image personalisation, while lemlist offers Liquid syntax, icebreakers and personalised images, so lemlist is ahead here. lemlist is ahead here. It offers Liquid syntax with conditions and spin variations, custom variables, icebreaker lines written by hand or by AI columns, and personalised images with a prospect's logo, website screenshot or text on them, plus AI agents. Warmerly has merge tags with a pre-launch check, AI-written opener lines (credits), and AI-written LinkedIn messages, but no conditional logic and no image or GIF personalisation. Last checked 21 October 2026.

Warmerly

Merge tags and AI opener lines

lemlistlemlist ahead on this row

Liquid syntax, personalised images and GIFs, AI agents

The picture

Drawn side by side.

What can be personalised

As each product lists it

Warmerlylemlist

Text: merge tags and AI opener lines

  • Merge tags, checked before launch
  • AI opener from your brief
  • AI LinkedIn message, 1 credit

Text, images, GIFs and AI agents

  • Liquid syntax and variables
  • Logo or screenshot inside an image
  • Voice and video on LinkedIn
  • lemAgent and other AI agents

Warmerly has no image or GIF personalisation.

How Warmerly does it

Warmerly, in detail.

Merge tags that are checked before launch, custom columns from your CSV, an AI opener line per lead and optional AI LinkedIn messages. Text only.

01

Eight built-in tags and your own columns

The built-in tags are email, firstName, lastName, companyName, senderFirstName, senderLastName, senderName and senderEmail. Any column in your lead file whose name uses letters, numbers and underscores also works as a tag. A column called 'Company Name' with a space cannot be used and is left out of the insert menu.

Warmerly product, checked 21 October 2026

02

Mistakes are named while you write

An unknown tag gets a warning under the field: it says the tag will send as blank text. A near miss is named, so {{first_name}} gets 'Did you mean {{firstName}}?'. Braces that are not valid syntax, such as {{first name}} or {firstName}, are reported too.

Warmerly product, checked 21 October 2026

03

A check before the campaign starts

The launch check looks for unknown merge tags, and an unknown tag blocks the launch. The preview also lists tags that rendered blank for a given lead, which the rendered email alone cannot show.

Warmerly product, checked 21 October 2026

04

AI openers

A step can use {{ai_opener}}, written for each lead at send time from a brief you write for the campaign and from research on the lead's website. It uses AI credits. Without a brief the launch is blocked, and a warning appears if more than 20 percent of queued leads have no website summary.

Warmerly product, checked 21 October 2026

05

A plain template with no AI

One of the starter templates, a plain three-step intro, has no opener, so it needs no brief and no AI call. The default three-step cold intro uses the opener and so needs a brief first.

Warmerly product, checked 21 October 2026

06

AI LinkedIn messages

Each LinkedIn message can optionally be written for one prospect from their profile, at 1 AI credit each, and the preview you see is what is sent. It is off by default. A credit is refunded when the output is not used.

Warmerly product, checked 21 October 2026

07

What it does not do

We found no image, GIF or video personalisation in Warmerly, and no if-else logic or spin variations inside an email body.

Warmerly product, checked 21 October 2026

How lemlist does it

lemlist, in detail.

Text variables, Liquid logic with conditions and spin variations, AI columns, and personalised images and GIFs are in the help centre; AI agents are on the pricing page.

01

Liquid and variables

The pricing page lists Liquid syntax and custom text and images. The Email personalization collection holds 21 help articles in three groups: Variables and Dynamic Content (5), Images and Media (7) and Templates and Content (9).

help.lemlist.com/en/collections/19639838-email-personalization · read 21 October 2026

02

What Liquid can do

The Liquid article shows if, else and endif conditions, the operators ==, !=, contains, or and and, and a check for blank fields. It also shows date filters, a value assigned for later use, time-of-day switching, and spin syntax that gives each lead one of several variations at random, with 3 to 4 suggested per tag.

help.lemlist.com/en/articles/4517753-use-liquid-syntax-in-emails · read 21 October 2026

03

Liquid has rough edges

The article says to keep syntax on one continuous line because line breaks inside tags break rendering, and that variable names are case-sensitive with no spaces. It says Liquid uses France server time, so recipients in other time zones need an offset.

help.lemlist.com/en/articles/4517753-use-liquid-syntax-in-emails · read 21 October 2026

04

Icebreakers by hand or by AI column

An icebreaker can be a column you add to a CSV and map on import, or an AI column created in the lead list from a template such as 'Icebreaker from company description' or 'Icebreaker from news', or from your own prompt. The article suggests manual lines for lists under 50 leads and AI for lists of 100 or more. It states no credit cost.

help.lemlist.com/en/articles/5074139-use-icebreakers-for-personalization · read 21 October 2026

05

Personalised images

Help articles cover a clickable personalised image, a prospect's logo inside an image, a website screenshot inside an image, personalised text on images, variable images and GIFs. The collection description also mentions prospect logos and website screenshots.

help.lemlist.com/en/collections/19639838-email-personalization · read 21 October 2026

07

AI

The pricing page lists lemAgent and Signal, Enrichment and Messaging AI agents on the Email plan.

lemlist.com/pricing · read 21 October 2026

What lemlist does not say

We looked, and found no statement on these. That is about its published pages only, not about the product.

  • A video personalisation article in the email personalisation collection.
  • Credit costs and plan requirements for AI columns and icebreakers.
  • How the editor handles nested Liquid conditions: the article says to keep logic simple.
  • What the AI agents cost beyond being listed on the Email plan.
The numbers

Only what we could verify.

Personalisation: Warmerly and lemlist side by side. Warmerly is in the first column.
MeasureWarmerlylemlist
PersonalisationMerge tags and AI opener linesLiquid syntax, personalised images and GIFs, AI agents
AI credits for a LinkedIn message1 credit each, off by defaultNot stated
Image personalisationNot offeredListed in help articles
Built-in merge tags8, plus your CSV columnsNot counted on the pages we read
Conditional logic in an emailNot offeredLiquid if, else and operators
Spin variations in one emailNot offered3 to 4 suggested per tag
Personalisation help articlesNot applicable21 in the email collection
Unknown tag caught before launchYes, it blocks the launchPreview with real leads advised
In practice

What it means for you.

Our reading of the facts above. Not a promise, and not the only reasonable reading.

1

A first line per lead

Both can write one. Warmerly's opener uses credits and a brief you provide. In lemlist you add an AI column from a template or your own prompt, or write the line in your CSV.

2

A personalised image in the email

Only lemlist does this. If it is central to your outreach, lemlist is the fit.

3

Different wording by job title

In lemlist, one condition such as a job title containing Manager can switch a paragraph. In Warmerly you would split the audience into two campaigns, or use a separate column that already holds the right sentence.

4

Catching a blank first name

In Warmerly, the preview names tags that rendered blank for a lead, and a typo in a tag stops the launch. In lemlist the Liquid article advises previewing with real leads, including blank fields, and writing an else branch.

5

Rotating openers to avoid sameness

lemlist's spin syntax picks one of 3 to 4 variations at random per lead. Warmerly's campaigns have variant rows for a step, and an opener written per lead by AI, so each lead gets different text, but without a Liquid-style rule you write yourself.

6

Time zone trap

If you use Liquid time-of-day logic, the article says it runs on France server time. A lead in New York is 6 hours behind Paris, so a rule for after 17:00 needs an offset, which is why the article shows plus and minus.

Who it suits

Pick the one that fits.

Warmerly

Warmerly is the better fit if

  • Text personalisation and checked merge tags cover what you do.
  • You want AI-written LinkedIn messages with a preview.
  • You want a mistake in a tag to stop the launch instead of reaching a lead.
  • You want a no-AI template that needs no brief.
lemlist

lemlist is the better fit if

  • You want personalised images, GIFs and Liquid logic.
  • You want AI agents that research leads.
  • You want different paragraphs for different job titles or segments inside one email.
  • You want to build personalised landing pages and custom HTML emails.
Questions
Can Warmerly personalise images like lemlist?

No. Warmerly personalises text: merge tags, AI opener lines and optional AI LinkedIn messages. lemlist lists personalised images, Liquid syntax and AI agents.

Does Warmerly support conditional text?

We found no if-else logic or spin syntax inside an email body. Warmerly has merge tags, custom columns, step variants and the AI opener.

Does the AI opener cost credits?

Yes. It uses AI credits, and needs a campaign brief. A plain starter template has no opener, so it needs neither.

What happens if I mistype a merge tag in Warmerly?

The field shows a warning that the tag will send as blank text, a near miss is named, and the launch check blocks the campaign until it is fixed.

What does lemlist's Liquid syntax allow?

Conditions, operators such as contains, or and and, blank checks, date filters, assigned values and spin variations. The help article says to keep syntax on one line.

Sources

lemlist pages were read on 21 October 2026. Plans and wording change, so check the vendor's own page before you decide. Warmerly details come from the product as it runs today.

More features
PreviousLead databaseNextCalling, SMS and WhatsApp

See it on your own mailbox.

Connect a mailbox. Warmerly runs alongside whatever you send from now, so you can compare before you move anything.

Start freeFull lemlist comparison

Free plan, no card. Paid plans: 7-day trial, first charge on day 8.