Personalize emails with merge tags

A merge tag is a little placeholder that fills in with each person’s own details when the email sends. So one email can greet everyone by name.

How it works

You write a tag like this in your email:

Hi {{ first_name }}, thanks for being here!

When it sends, each person sees their own name:

Hi Maria, thanks for being here! Hi James, thanks for being here!

Adding a merge tag

In the email editor, click the merge tag button and pick the field you want (like first name, or any custom field you’ve created). We insert it for you, so you don’t have to type the curly braces.

Set a fallback for missing info

What if you don’t know someone’s name? Add a fallback, a backup word, using a colon:

Hi {{ first_name:there }}!

Anyone without a first name on file simply sees “Hi there!” instead of an awkward blank.

Always add a fallback for anything that might be empty. It’s the difference between “Hi there!” and “Hi !”.

The unsubscribe link tag

There’s one special tag you can drop anywhere in your email:

{{unsubscribe_url}}

It becomes an unsubscribe link you can style to match your design. (Don’t worry, every email also includes a required unsubscribe link in the footer automatically. This one is just a bonus you can place wherever you like.)

Tip: always send yourself a test

Personalization is easy to get slightly wrong. Send a test to yourself first to make sure your tags fill in the way you expect.