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.