# Personalize your emails with merge tags

Adding merge tags to your marketing emails is a great way to make them more personal and as a result hopefully increase engagement from your recipients

# What merge tags are

Merge tags (also known as personalization tags or data tags) are text codes that correspond to values in your contact data. Merge tags are resolved to a personalized value when your email is sent. An example of a merge tag is {{person.firstName}} that will be automatically replaced with the contact’s firstname when the email is sent, thus allowing you to write a personalized headline in your email for example, such as “Hello Simon!”.

# Why you should use them

Personalization is important, and addressing your recipients by their name can help you get their attention and thereby increase your email open rate and general engagement.

# How to add merge tags to your emails

Merge tags can be added to text in your email content, the email subject line, preview text, and even to the plain text version of your email.

# Add to email content

To insert a merge tag in your email content, select a block of text and place the cursor at the spot in your text where you want to insert a merge tag. Now click on the Merge Tags dropdown form the text toolbar and select the merge tag you want to insert.

Add to email content

# Add to subject line or preview text

From the Email tab in the email editor, next to the input fields for Subject and Preview text, there is a button Add merge tag, click on it to trigger a select dialog. In the dialog, choose what kind of merge tag you want to insert, and click Add.

Add to subject line or preview text

Add merge tag dialog

# Add to plain text version

A plain text version is automatically generated from the HTML version of your email, and if you insert merge tags when designing your email, they will be added to the plain text version as well. To add a new merge tag to a custom plain text version of your email, go to the Email tab in the editor, click Edit next to Plain text version, and toggle Auto generate to Off. Now, you can click Add merge tag to choose and then add a new merge tag to your plain text version.

# Setting default values

If the data that a merge tag is referring to is missing, the result can be a weird text if you don’t define a default value for the merge tag. Let’s say you add the following headline to your email: "Happy holidays {{person.firstName}}!" - now, if the contact’s first name is not known, it would be better to set a default value of “dear customer” or something similar than simply leaving it empty. In this scenario the headline would be resolved to “Happy holidays dear customer!” if the first name was unknown.

To set default values for the merge tags you have added to your email, go to the Email tab in the email editor, and type your preferred default values in the Default merge tag values box.

Set default values

# Test the result

To see what your email will look like when it’s sent, with the merge tags resolved to their correct values from your data, you can send a test email.

In the email editor, click Send test email to choose where to send, and toggle Set merge tags to specify what you want your merge tags to resolve to. If you don’t specify any merge tag values, the default merge tag values you specified in the Email tab will be what the merge tags resolve to in your test email.

Send test dialog

# List of available

The following merge tags are available to insert into your emails

Merge tags Description
{{person.firstName}} Inserts recipient's first name
{{person.lastName}} Inserts recipient's last name
{{person.email}} Inserts recipient's email address
{{person.city}} Inserts recipient’s city from their physical address
{{person.zipCode}} Inserts recipient’s zip code from their physical address
{{person.addressLineOne}} Inserts recipient’s first address line from their physical address
{{person.addressLineTwo}} Inserts recipient’s second address line from their physical address
{{person.birthDate}} Inserts recipient’s birth date
{{organization.name}} Inserts your organization's name
{{organization.email}} Inserts your organization's email address
{{organization.country}} Inserts your organization's country from your physical address
{{organization.city}} Inserts your organization's city from your physical address
{{organization.zipCode}} Inserts your organization's zip code from your physical address
{{organization.addressLineOne}} Inserts your organization's first address line from your physical address
{{organization.addressLineTwo}} Inserts your organization's second address line from your physical address
{{sender.name}} Inserts the name of your selected sender profile - i.e. the name that will show up as “From” in the recipients email client
{{sender.email}} Inserts the email of your selected sender profile - i.e. the email address the email will be sent from
{{officeLocation}} Inserts your organization’s full physical address, for convenience in your email footer for example