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Merge Tags

What is a merge tag?  

Merge tags are placeholders used in email content that pull personalized data from your contact list or database automatically and insert it into the message at the time of sending.

This data can include names, email addresses, order or account details, dates, or any custom data stored in your system. Instead of manually customizing each email, you can use merge tags to personalize emails at scale dynamically.

What  does a merge tag look like?

A merge tag is usually written in a recognizable format such as {{FirstName}}, {{OrderID}}, or {{CompanyName}}. When the email is sent, the system replaces these placeholders with actual values specific to each recipient.

For example, when the email is delivered, the email platform automatically replaces merge tags with real customer data. This makes the message feel more personal and relevant.

Instead of writing: “Hi customer, your order is confirmed.”

You can write it as: “Hi {{FirstName}}, your order {{OrderID}} is confirmed.”

When the email is sent, the merge tags are replaced with actual values, like:

“Hi Danny, your order #1234 is confirmed.”

How do merge tags work?  

Merge tags work through a connection between your email content and your contact data. Here’s how merge tags typically work:

• Data storage: Recipient data such as name, email, order number or account number is stored in your CRM, database, or email platform.

• Tag insertion: You insert merge tags into the email subject line or body where personalization is needed. You can also add them to your email templates.

• Data mapping: Each merge tag is mapped to a specific data field from the stored data. For example, {{FirstName}} will be replaced with the user’s name “Danny”.

• Dynamic replacement: When the email is sent, the system automatically replaces each merge tag with the corresponding value for every recipient.

• Fallback text: If a value is missing, some platforms allow fallback text like {{there}} to avoid blank spaces. So instead of showing: “Hi,” it will automatically show the fallback text: “Hi there."

Why should you use merge tags in email?  

Using merge tags offers both functional and strategic benefits. Here are some benefits of using merge tags for your business.

• Personalization at scale: You can send thousands of emails while still addressing recipients individually.

• Improved engagement: Personalized emails often see higher open rates, click-through rates, and responses.

• Better customer experience: Emails that reference relevant details feel more human and less generic. This makes a good impression on your brand.

• Reduced manual effort: No need to create multiple versions of the same email. You can use a common template to address everyone.

• Essential for transactional emails: Merge tags are critical for order confirmations, password resets, invoices, and notifications where accuracy matters.

Types of merge tags in email  

Merge tags can be broadly categorized based on the data they represent:

• Contact-based merge tags: These pull personal details of the recipient. Examples: First name, last name, email address, phone number.

• Account or company-based merge tags: Used in B2B emails to personalize using organization-level data. Examples: Company name, subscription type, account ID.

• Transactional merge tags: Common in system-generated emails and time-sensitive emails triggered by users. Examples: Order ID, invoice number, account name, account number, delivery date, transaction amount.

• Behavioral or event-based merge tags: Insert data related to a user’s action or activity. Examples: Last login date, subscription renewal date.

• Custom merge tags: User-defined fields created for specific use cases. Examples: Preferred language, membership tier, city.

Best practices for using merge tags   

Accuracy is critical

Incorrect mapping or missing data can break personalization and reduce trust. Always double-check field mapping between your CRM/product database and email template.

Use fallbacks wisely

Always define default values to avoid awkward gaps in emails. Example: “Hi {{FirstName | there}}” ensures that the email still reads naturally.

Don’t over-personalize

Too many merge tags can feel intrusive or cluttered. Use them only when needed. Prioritize the most relevant details like name, order ID, or account details over everything.

Test before sending

Preview emails with sample data to ensure that merge tags render correctly. If not, it may leave blank spaces and look like a typo or a missed word.

Consistent naming helps

If you run a business and have multiple emails to send for each scenario, merge tags are incredibly helpful. You just have to maintain clear, standardized merge tag names to reduce errors and confusion across teams.