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Campaigns & emails

Personalize emails with merge tags

1 min read · Updated

A merge tag is a placeholder such as {{first_name}} that is replaced with each recipient’s own value right before sending. Type them into any Text, Heading or Button block, or into Custom HTML.

When a value is missing

If a contact has no value for a tag, the tag is replaced with nothing. It is not left as raw {{...}} text, and no placeholder word is filled in. Write copy that reads naturally either way: Hi {{first_name}}, becomes “Hi,” for someone without a first name.

System tags

Filled in automatically for every send, test and preview. No setup needed.

TagBecomes
{{unsubscribe_url}}The recipient’s one-click unsubscribe link.
{{preferences_url}}The recipient’s email preferences page.
{{workspace_name}}Your workspace name.
{{campaign_name}}The campaign’s (or template’s) name.
{{current_year}}The current year, for a copyright line.

Contact tags

TagContact field
{{email}}Email address
{{first_name}}First name
{{last_name}}Last name
{{company}}Company
{{job_title}}Job title
{{city}}City
{{country}}Country

Custom properties

Any custom property on a contact, whether it came from an import, a form or the API, works as a merge tag of the same name: a property called plan becomes {{plan}}. A misspelled tag also renders as nothing, so send yourself a test before the real send.

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