Email Campaign Merge Tags: What Are Merge Tags And How Can I Use Them?

Last Updated: Sep 11 2017 06:56 pm UTC

Merge tags are also known as personalization fields, or personalization tags. Merge tags allow you to insert ("merge") data from your mailing list directly into your email campaigns. For example, if you’d like to insert your subscriber’s first name into your email, you use the merge tag #[FNAME]#. Every time Mailigen sees the tag #[FNAME]# in your email, it will replace this tag with the unique data associated with each recipient in your list.

Note: If there isn't any data for this merge tag in your list there will be a blank space where merge tag should be. The user won't see or suspect that there should be something.

For example, let's say you want to open your email newsletter with a personalized salutation. You'd want to address a specific recipient (let's call her Li Wang) so:

Hello Li,

Thank you for your registration request for the Macrobiotics Webinar.

To achieve this using Mailigen, you insert a First Name merge tag in your email message as follows:

Hello #[FNAME]#,

Thank you for your registration request for the Macrobiotics Webinar.

Here is a description of some other basic Mailigen merge tags:

Merge tag Name and purpose
#[EMAIL]# Email address
Inserts the recipient's email address.
#[FNAME]# Name
Inserts the recipient's name.
#[LNAME]# Surname
Inserts the recipient's surname.
#[DATE]# Date
Inserts the date on which the email was sent.
#[UPDATE_PROFILE]# Update profile
Inserts a URL to a page where the user can update his/her contact information.
There are multiple built-in Mailigen merge tags. They have been fully described in the topic All Mailigen merge tags. You may also add as many custom merge tags as you wish.
Note: You cannot edit merge tags as then they will be ruined and will not work.

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