Personalized Email Campaigns with Mail Merge Tags
TL;DR:
- Use mail merge tags to automatically insert subscriber names and details into your emails
- Add these tags to campaign bodies, subject lines, and preview text
- Different campaign types support different tag options
- Always test your emails first to check tags display correctly
- Set default values for when subscriber data is missing
Mail merge tags let you automatically insert subscriber details like names into your email campaigns. Instead of sending generic "Dear Customer" emails, you can address each person directly without typing hundreds of individual messages.
This works by pulling information from your subscriber list and dropping it into placeholders you've set up in your email template. The result is emails that feel personal and relevant to each recipient.
Where to Use Mail Merge Tags
Campaign Body
You can add personalization tags anywhere in your email content. The most common ones are {Subscriber Full Name} or {Subscriber First Name}. These work well in greetings, throughout the email body, or in closing signatures.
Subject Lines and Preview Text
Adding a subscriber's name to the subject line often increases open rates. People are more likely to open emails that feel personally addressed to them. You can use the same tags here as in the main email body.
Different Campaign Types
The tags available depend on your campaign type:
- Standard campaigns support basic subscriber information and site details
- Subscriber activity automations include engagement-based tags
- Customer activity automations can pull in purchase history and customer data
Site title tags are available across most campaign types and automatically link to your homepage.
Adding Tags to Your Email
Here's how to insert mail merge tags:
- Click where you want the tag to appear in your email
- Type
{or click the mail merge icon in the toolbar - Pick your tag from the dropdown menu
- Click the tag to add it or edit its default value
- Hit Apply to save your changes
If you highlight text before clicking the mail merge icon, that selected text becomes the default value for the tag.
Setting Default Values
Default values appear when subscriber data is missing. For example, if someone joined your list without providing their name, the email might show "there" instead of their first name in "Hi there" rather than leaving a blank space.
You can edit default values for most tags, but some are fixed. Site Title and Linked Site Title tags always use your actual site title and can't be changed within the tag settings.
Testing Your Tags
Send yourself a test email before launching any campaign. This shows you exactly how the tags will appear to subscribers and helps catch any formatting issues or missing default values.
Pay attention to how the personalization flows with your writing. "Hi Sarah, Sarah, I wanted to reach out…" happens more often than you'd think when people get carried away with tags.
Template Switching
If you switch email templates after adding mail merge tags, some tags might reset to their default values. Always review your email draft when changing templates to make sure everything still looks right.
FAQs
Can I add personalization to email subject lines?
Yes, use the mail merge icon in the subject line field to insert subscriber names or other personal details.
Are all default values editable?
Most mail merge tags let you customize the default value, but Site Title and Linked Site Title tags are fixed to your site's actual title.
What happens if I switch email templates?
Some mail merge tags might reset to default values when you change templates. Always check your email draft and make adjustments before sending.
Do mail merge tags work in all campaign types?
Different campaign types support different tags. Standard campaigns have basic options, while automation campaigns can access more detailed subscriber and customer data.
Jargon Buster
Mail Merge Tags – Placeholders in your email template that automatically fill in with subscriber information
Default Value – The backup text that appears when specific subscriber data isn't available
Blast Campaign – A standard email sent to your entire list or a segment, without automation triggers
Wrap-up
Mail merge tags turn generic emails into personal conversations with each subscriber. The key is using them naturally and always testing before you send. Set thoughtful default values so your emails make sense even when subscriber data is incomplete.
Start with simple name personalization in subject lines and greetings, then experiment with more detailed tags as you get comfortable with the system.
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