Email Personalisation with Merge Fields and HTML

Learning Objectives

By the end of this chapter, you'll be able to:

• Add merge fields to personalise your Squarespace email campaigns
• Insert custom HTML code for unique email content
• Apply personalisation techniques across different email templates

Introduction

Personalised emails get better results. When someone sees their name in an email or content that feels relevant to them, they're more likely to open it and take action.

Squarespace Email Campaigns gives you two main ways to personalise your emails: merge fields and custom HTML. Merge fields automatically pull in subscriber details like names or purchase history. Custom HTML lets you create unique content that goes beyond the standard template options.

This chapter shows you how to use both features to make your emails feel more personal and professional.

Lessons

Setting Up Merge Fields

Merge fields are placeholders that automatically fill with subscriber information when you send an email. Think of them as blank spaces that get filled in with each person's details.

Step 1: Open your email campaign in the Squarespace editor
Step 2: Click where you want to add personalised content (usually in a text block)
Step 3: Look for the merge tag icon in the toolbar (it looks like << >>)
Step 4: Click the icon to see available merge fields
Step 5: Select the field you want to insert

Common merge fields include:

• First Name
• Last Name
• Email Address
• Company Name (if collected)

Example: Instead of "Hello there," you can write "Hello {First Name}," which becomes "Hello Sarah," when sent to a subscriber named Sarah.

Adding Custom HTML Content

Custom HTML lets you create content that isn't available through the standard editor. This might be special formatting, unique layouts, or interactive elements.

Step 1: Find the content block where you want to add custom HTML
Step 2: Click the HTML icon (< >) in the editor toolbar
Step 3: Switch to code view
Step 4: Enter your HTML code directly
Step 5: Switch back to visual view to see your changes

Important: Always test your HTML in different email clients. What looks good in Gmail might not work in Outlook.

Applying Personalisation Across Templates

Different templates handle personalisation differently. Here's how to make sure your personalised content works well regardless of which template you choose.

Step 1: Choose a template that matches your campaign goals
Step 2: Add your merge fields and custom HTML as shown above
Step 3: Use the style editor to adjust colours, fonts, and spacing
Step 4: Preview your email on different devices

Testing tip: Send test emails to yourself using different email clients (Gmail, Outlook, Apple Mail) to check how everything looks.

Practice

Create a welcome email that includes:

1. A personalised greeting using the subscriber's first name
2. A custom HTML footer with your contact details and social media links
3. At least one other merge field (like company name or location)

Send test versions to yourself to check the personalisation works correctly.

FAQs

Can I use merge fields in the subject line?
Yes, merge fields work in subject lines too. "Welcome {First Name}" is more engaging than "Welcome to our newsletter."

What happens if a merge field is empty?
If you don't have someone's first name, the merge field will either show as blank or display a fallback text if you've set one up.

Are there limits to custom HTML?
Email clients block certain HTML elements for security reasons. Stick to basic formatting, tables, and inline CSS for best results.

Can I preview how merge fields will look?
Yes, use the preview function to see how your email appears with sample data filled in.

Jargon Buster

Merge Fields: Placeholders in your email that automatically fill with subscriber information when the email is sent

Custom HTML: Code you write yourself to create specific formatting or content that isn't available through the standard editor

Fallback Text: Alternative text that shows when a merge field is empty (like when you don't have someone's name)

Inline CSS: Styling code that's embedded directly in your HTML rather than in a separate file

Wrap-up

Personalisation makes your emails more effective. Start with simple merge fields like first names, then experiment with custom HTML as you get more comfortable.

The key is testing everything before you send. What looks perfect in the editor might not work in every email client, so always send test emails to yourself first.

Next, you'll learn how to segment your email lists so you can send even more targeted content to different groups of subscribers.

Ready to take your email marketing further? Join our membership for advanced tutorials and templates: https://www.pixelhaze.academy/membership