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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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.

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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.

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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