Merge Fields

What is it?

What is it?

"Merge Fields" are placeholders or variables used in email marketing campaigns to dynamically insert personalized or customized content into email messages, such as recipient names, subscriber preferences, purchase history, or other relevant data points. Merge fields enable email marketers to create targeted and engaging email campaigns by tailoring content to individual recipients based on their unique characteristics, preferences, and interactions.

Key points to remember

Key points to remember

  • Dynamic Content Insertion: Merge fields allow email marketers to insert dynamic content into email templates or messages at the time of sending, replacing the merge field tags with specific values or data retrieved from the email database or subscriber list.

  • Personalization: Merge fields facilitate email personalization by addressing recipients by their first name, referencing past interactions or purchases, recommending relevant products or content, and tailoring promotional offers or messaging based on demographic or behavioral attributes.


  • Data Source: Merge fields are populated with data from the email marketing platform's subscriber database, customer relationship management (CRM) system, e-commerce platform, or other integrated data sources that store information about individual recipients and their interactions with the sender.


  • Syntax: Merge fields are typically denoted by specific syntax or placeholders within email templates, such as {{First Name}}, {{Last Name}}, {{Email Address}}, {{Product Name}}, {{Purchase Date}}, allowing email marketers to identify and populate merge fields with the corresponding data fields.


  • Testing and Validation: Email marketers should test merge field functionality and validation to ensure accurate data insertion and rendering across different email clients, devices, and environments, avoiding common issues such as missing data, formatting errors, or unintended personalization variations.

Example of Use

Example of Use

  1. Welcome Email: An e-commerce retailer sends a welcome email to new subscribers, addressing each recipient by their first name using a merge field and providing personalized product recommendations based on their browsing history or interests.


  2. Order Confirmation: A travel booking website sends an order confirmation email to a customer, including booking details, travel itinerary, and destination recommendations tailored to the customer's travel preferences and past booking history.

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