Email Marketing Term
What is Merge Tags?
Placeholder codes that dynamically insert subscriber-specific data into emails.
Merge tags (also called personalization tags, merge fields, or variables) pull data from your subscriber database into email content.
Common merge tags: - {FirstName} or *|FNAME|* - First name - {Email} - Email address - {Company} - Company name - {Date} - Current date - {Custom_Field} - Any custom data you collect
Syntax varies by ESP: - Mailchimp: *|FNAME|* - Klaviyo: {{ first_name }} - HubSpot: {{contact.firstname}}
Always set fallback values for empty fields. "Hi {FirstName|there}" prevents awkward "Hi ," greetings.
Examples
- "Hi {FirstName}, your order ships today"
- "Happy birthday, {FirstName}! Here's 20% off"
- Fallback: "{FirstName|Valued Customer}"
Tips for Merge Tags
- ✓Always use fallback values
- ✓Test merge tags before sending
- ✓Collect useful data at signup for personalization
- ✓Don't over-personalize - it can feel invasive
Related Terms
Email Personalization
Customizing email content based on recipient data like name, behavior, or preferences.
Email Template
A pre-designed, reusable email layout that maintains brand consistency and speeds up creation.
List Segmentation
Dividing your email list into smaller groups based on shared characteristics or behaviors.
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