A merge tag is a bit of code that allows you to insert unique user data (first name, last name, etc.) into emails.
In other words, you can use merge tags to insert personalized or dynamic content into the campaigns you send.

Merge tag example

For example, to include your contacts’ email addresses in your email, you would place the *|EMAIL|* merge tag in your email messages where you want your contact’s email address to appear. When your contact receives the campaign, they’ll see their own email address where the merge tag was placed.

How to create merge tags

When loading data from a spreadsheet or CSV each column becomes a merge tag.

How to insert a merge tag into my email

To include dynamic merge tag content in your campaigns, type the merge tag directly into your campaign content or choose a merge tag from the Merge Tags drop-down menu.

Fallback Values

Knowing that personalization variables may be available for some email addresses but not for others, you can assign a fallback value to use when the personalization value is blank. For instance, incorporating *|FIRST_NAME|Friend|* in your message ensures that if FIRST_NAME is present, it will replace the tag; otherwise, Friend will appear. The fallback value syntax involves a pipe symbol and the fallback value, applicable to any personalization variable or merge tag.