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Personalization

Merge Tag

A placeholder in email content that is replaced with personalized subscriber data when the email is sent.

Definition

A merge tag is a placeholder variable in email content that gets replaced with subscriber-specific data when the email is sent. Common merge tags include first name, company, location, or custom fields. Merge tags enable personalization at scale, making each email feel individual despite being sent to many recipients.

Why It Matters

Personalized emails perform significantly better than generic ones. Using merge tags for names, preferences, and other data makes emails feel personal and relevant. Even simple personalization like using the subscriber's name improves open and click rates.

How It Works

You insert merge tag syntax (varies by ESP, often {{first_name}} or |FIRST_NAME|) into your email template. When the email is sent, the ESP replaces each tag with the corresponding data from the subscriber's record. Fallback values can be set for missing data.

Best Practices

  • 1Always set fallback values for merge tags in case data is missing
  • 2Use personalization beyond just first name for more impact
  • 3Preview emails to verify merge tags render correctly
  • 4Keep subscriber data clean to ensure accurate personalization

Frequently Asked Questions

If a subscriber's record is missing the data for a merge tag, the fallback value displays (if set) or the tag may appear blank or literally. Always set sensible fallbacks like 'there' for first name: 'Hi {{first_name | there}}'.

Use personalization where it adds value and feels natural. First name in greetings is standard. Location, interests, and past behavior can add relevance. Avoid over-personalization that feels creepy or forced.