Merge tags are replaced with each contact's details when an email is sent.
| Tag | Replaced with |
|---|---|
{{first_name}} |
First name |
{{last_name}} |
Last name |
{{email}} |
Email address |
{{custom.plan}} |
A custom field, by its key |
{{unsubscribe_url}} |
One-click unsubscribe link |
{{preferences_url}} |
Link to manage subscriptions |
{{view_in_browser_url}} |
Web version of the email |
Fallbacks
Add a default after a pipe for contacts without a value: Hi {{first_name|there}} becomes "Hi there" when the first name is empty.
Custom fields
Create custom fields under Audience → Custom fields. Their keys become merge tags automatically, for example {{custom.company}}.
Unsubscribe link
Every campaign must contain an unsubscribe link. If your design does not include {{unsubscribe_url}}, we add a small footer with one.