Personalize emails with merge tags
The codes that fill in a subscriber's name, your details and required links, and the ones that come out blank.
A merge tag is a code in double curly braces. When an email sends, each tag is replaced with a value for that recipient. Tags work in the email body and in the subject line.
Before you start
- Your subscribers need the data.
{{first_name}}can only fill in if you have a first name for that person. - Fill in your own profile details if you use the creator tags below.
Add a merge tag
- 1Open a template in Email Templates.
- 2In Email Builder, click Mail Merge. Available Mail Merge Tokens opens.
- 3Search for a tag and click Copy.
- 4Paste it into your text, a link, or the Subject field.
- 5Save, then send a test copy to check the result. See Send a broadcast.
What happens next
Each recipient gets their own values at send time. A test copy fills in subscriber values only if the test address is one of your subscribers.
Tags that fill in
For greetings, {{subscriber_name}} is safer than {{first_name}}, which leaves "Hi ," when a name is missing.
| Tag | Becomes |
|---|---|
{{first_name}} | The subscriber's first name, or nothing if you don't have one |
{{subscriber_name}} | Full name. Without a name, it uses the part of the email before the @, or there |
{{email}}, {{subscriber_email}} | The subscriber's email address |
{{subscriber_count}} | Your current number of active subscribers |
{{creator_name}} | Your organization name, or your name |
{{creator_email}} | The From address of this email |
{{creator_logo_url}} | Your profile picture URL |
{{creator_website}}, {{social_website}} | The website in your profile |
{{creator_address}} | The location in your profile |
{{social_twitter}}, {{social_linkedin}}, {{social_github}} | The matching link in your profile |
{{unsubscribe_url}} | The recipient's unsubscribe link |
{{manage_preferences_url}} | The recipient's preferences link |
{{privacy_url}} | The InfluencersKit privacy page |
{{preheader_text}} | The Preheader you typed on the broadcast |
{{referral_link}} | The recipient's own link to your active referral program, so referrals are credited to them. Blank if no program is active |
{{referral_reward}} | Your active referral program's reward, such as $5 credit. Blank if no program is active |
Ad tags
{{AD_BLOCK}} places an InboxBanner ad and {{MAILADX_AD}} places a MailAdx native ad. Copy them with Insert Ad Block and Insert MailAdx Ad, and paste them into an HTML block. {{MAILADX_AD}} comes out empty until you set a default ad unit. See newsletter ads.
What can go wrong
- A tag nothing fills is removed silently, so a typo leaves a blank in the email. Run Check this email to catch unknown tags.
{{last_name}}comes out blank. Use{{subscriber_name}}for a full name.- The Preheader field only appears if your template contains
{{preheader_text}}. Without that tag, the text you typed isn't used. {{social_instagram}}and{{social_youtube}}come out blank, even if your profile has those links.{{cta_url}}and{{story_1_url}}to{{story_3_url}}become#, a link to nowhere. Replace them with real links.- These tags appear in Mail Merge and in some built-in designs, but nothing fills them:
{{product_name}},{{product_emoji}},{{purchase_url}},{{resource_name}},{{download_url}},{{discount}},{{event_name}},{{order_id}},{{issue_date}},{{launch_date}},{{close_date}},{{close_time}},{{expiry_date}},{{early_bird_price}},{{early_bird_deadline}},{{regular_price}}. Type the real text instead. - Some built-in designs use more tags that nothing fills, such as
{{paid_plan_name}}and{{course_name}}. Any tag not in the table above comes out blank, so check a built-in design before you send it. - If a broadcast, sequence or automation email has no
{{unsubscribe_url}}, a short footer is added when it's sent: who it's from, the recipient's own Unsubscribe and Manage preferences links, and{{creator_address}}. Put{{unsubscribe_url}}in your design to place the link yourself. {{view_in_browser_url}}is listed in Mail Merge, but it doesn't lead to a working page at the moment. Leave it out.- Placeholders in other formats, such as
[Name]or{name}, are sent exactly as typed.
Frequently asked questions
Do merge tags work in the subject line?
Yes. Tags in a broadcast or sequence subject are filled in for each recipient.
Does capitalization matter?
No. Letter case and spaces inside the braces are ignored, so {{ First_Name }} works the same as {{first_name}}.
Ready to try it?
Open your dashboard and follow along — or create a free account.