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.
Find the correct merge tag syntax for any email platform. Click any tag to copy it.
Like this tool? Try Sequenzy for free
AI-powered email marketing with Stripe integration, automations, and built-in analytics.
| Field | Mailchimp | Klaviyo | HubSpot | ActiveCampaign | ConvertKit | Brevo | Mailerlite | Campaign Monitor | Drip | GetResponse | Constant Contact | Sequenzy |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
First Name Subscriber's first name | ||||||||||||
Last Name Subscriber's last name | ||||||||||||
Email Address Subscriber's email address | ||||||||||||
Full Name Subscriber's full name | ||||||||||||
Company Name Subscriber's company or organization | ||||||||||||
Unsubscribe Link Link to unsubscribe from emails | ||||||||||||
Current Date Today's date when email is sent | ||||||||||||
Sender Name Name of the email sender | ||||||||||||
Web Version Link Link to view email in browser | ||||||||||||
Custom Field Access a custom/dynamic field | ||||||||||||
Fallback/Default Value Default value if field is empty |
Why does syntax differ between platforms?
Each email platform uses its own templating engine. Mailchimp uses a pipe-based syntax (*|TAG|*), Klaviyo and most modern platforms use Jinja/Liquid-style double curly braces ({{ }}), while ActiveCampaign uses percent signs (%TAG%). When migrating between platforms, you need to find and replace all merge tags with the equivalent syntax for your new platform. This reference makes that process much easier.
Tips for using merge tags
- Always set a fallback/default value for personalization fields to handle missing data
- Test your emails with a subscriber that has empty fields to check fallback behavior
- Custom fields vary by platform. Check your platform docs for the exact field name
- When migrating between platforms, search your templates for merge tag patterns and replace them
- Some platforms are case-sensitive. Match the exact casing shown in the reference
- Conditional content (if/else blocks) also varies by platform and is not covered here
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
More Free Tools
View all toolsSpam Complaint Rate Calculator
Calculate your spam complaint rate and check it against Google Postmaster Tools, Yahoo, and industry thresholds. See if your sending practices are safe or at risk of deliverability issues.
Email Marketing Calculator
Calculate your email campaign performance with our all-in-one marketing calculator. Measure open rates, click-through rates, ROI, and conversion rates with industry benchmarks.
Email Accessibility Checker
Check your email HTML for accessibility issues. Analyze alt text, color contrast, font sizes, heading structure, link text, and more against WCAG guidelines.
Email Bounce Rate Calculator
Calculate your email bounce rate and compare it against industry benchmarks. Break down hard vs soft bounces and get actionable recommendations to improve deliverability.