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Email Personalization Tag Reference

Searchable reference of merge tags and personalization variables across 12 major email platforms. Find the right syntax for Mailchimp, Klaviyo, HubSpot, and more.

About this tool

Every email platform uses different syntax for personalization tags, making migration and multi-platform management frustrating. This reference covers merge tag syntax for 12 major platforms including Mailchimp, Klaviyo, HubSpot, ActiveCampaign, and Sequenzy. Whether you are migrating between platforms or building email templates across multiple tools, this saves hours of documentation hunting. For building dynamic emails, combine personalization with our subject line tester and preheader generator to optimize every part of your email. Check our email migration checklist when switching platforms.

Frequently Asked Questions

What are email merge tags?

Merge tags (also called personalization tokens, variables, or dynamic content tags) are placeholders in your email template that get replaced with subscriber-specific data when the email is sent. For example, {{ first_name }} might become 'John' for one recipient and 'Sarah' for another.

Why does every email platform use different syntax?

Each platform built their own template engine independently. Mailchimp uses *|TAG|* syntax, Klaviyo uses Django-style {{ tag }}, HubSpot uses HubL {{ contact.property }}, and so on. There is no industry standard for merge tag syntax, which is why a reference like this is valuable.

What happens if a merge tag has no value for a subscriber?

The behavior depends on your platform. Most platforms support fallback/default values (e.g., {{ first_name | default: 'Friend' }}). Without a default, some platforms show an empty string, others show the raw tag text. Always set default values for critical personalization fields.

Can I use merge tags in subject lines?

Yes. Most platforms support merge tags in subject lines and preheader text. Personalized subject lines (e.g., 'John, your weekly digest') typically see 20-30% higher open rates. Check your platform's documentation for any syntax differences between body and subject line tags.

How do I handle merge tags when migrating between platforms?

Find-and-replace is the most common approach. Use this reference to map tags from your old platform to your new one. For large template libraries, write a script to automate the conversion. Always test thoroughly after migration since some platforms handle defaults, conditionals, and loops differently.

What are custom fields and how do I use them?

Custom fields are subscriber attributes you define yourself (e.g., company, plan_type, signup_date). Each platform has its own way to create custom fields and reference them in templates. Typically you create the field in your platform settings, then use the merge tag syntax shown in this reference.

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