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Personalization allows you to connect with your audience on an individual level, which can make all the difference when someone is quickly deciding between dismissing or engaging with your content. Adding personalization to subject lines, body content, and even call-to-actions can make a huge difference in connecting with your subscribers.

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How does personalization work?

Information collected about an individual is stored in fields on their contact profile (e.g., First Name). This information then becomes available for exhibition in your emails via Merge Tags. When viewed by a contact in an email, these tags automatically reference and show the information associated with the recipients’ contact profile.

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Personalizing Emails

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Supported Merge Tags

Merge TagInformation Shown
{{ contact.email }}The contact’s email address.
{{ contact.first_name }}The contact’s first name.
{{ contact.last_name }}The contact’s last name.
{{ contact.name }}The contact’s full name.
{{coupon_code}}The coupon code associated with the contact or attached to your email.
{{ contact.custom_fields.* }}The value stored in a custom field used to collect contact information. For example, {{ contact.custom_fields.favorite_color }} would show the contact’s Favorite Color value.
{{ business.name }}The name of your business.
{{ business.url }}The website for your business. You can manage your business’s URL in your Business Settings.
{{ business.unsubscribe_link }}A unique link that unsubscribes your contact from all future emails.

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Using Merge Tags

How to personalize your Subject Lines: A merge tag must be manually typed into a Subject Line. The easiest way to accomplish this is by copying one of the merge tags from this page and then pasting them into your subject line, as shown below. Screenshot showing how to add a merge tag within a Subject Line How to personalize your body content: To insert a merge tag into the body content of an email, click into a Text Box, select the Merge Tags dropdown menu from the editing toolbar, and select the desired field.  Screenshot showing how to add a merge tag to a text element in an email How to personalize a Call-To-Action: A merge tag must be manually typed into a button. The easiest way to accomplish this is by copying one of the merge tags from this page and then pasting them into your subject line, as shown below. Screenshot showing how to insert a merge tag into a button element

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Default or Fallback Values

For any merge tag, you can add a default value to provide a placeholder if there is no information available to pull in from the recipient’s contact profile. If a default value isn’t provided and there’s no value on the contact profile, a blank space will appear instead. To include a default, manually type your merge tag into your content and use this format:  {{ contact.first_name|default:'there' }}
Example Merge TagExample Output
Hi {{ contact.first_name|default:'there' }},”Hi John,” OR “Hi there,“

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Personalizing SMS

To add a personalization tag to a text message, click on the Personalization dropdown menu and select which tag you want to insert into your content: Screenshot showing how to add a merge tag within an SMS message

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FAQs

What happens if there is no value associated with the personalization merge tag you chose? If a contact is missing the value that you chose for your personalization tag, a blank space will appear instead. For example, if you write Hi {{ contact.first_name }} in your Subject Line and the email is sent to a contact without a first name, the Subject Line will read Hi .