Have you ever sent an email campaign and felt like it sounded… cold?
Same message. Same tone. Same greeting for everyone.
Now imagine your subscriber opens an email that starts with their name, mentions the product they care about, and feels like it was written just for them. That’s the power of a merge tag.
If you’ve seen terms like {{first_name}} and wondered what they mean-or how to use them correctly-this guide is for you. Let’s break it down in the simplest way possible.
What Is a Merge Tag?
A merge tag is a placeholder used in emails that automatically inserts personal information from your contact list into your message.
Instead of writing separate emails for every subscriber, you write one email and let merge tags personalize it for each person.
Simple example:
Hi {{first_name}},
When the email is sent:
- John sees → Hi John
- Emma sees → Hi Emma
- Alex sees → Hi Alex
Same email. Different experience.
Why Merge Tags Matter in Email Marketing
People don’t connect with generic emails.
They connect with emails that feel personal and relevant.
Merge tags help you:
- Catch attention instantly
- Increase email open rates
- Improve click-through rates
- Build trust with your audience
- Make automation feel human
Think about it. Which email would you open?
“Hey there, check this out.”
or
“Hey Sarah, we picked this just for you.”
The second one wins—every time.
Common Types of Merge Tags You’ll Use
Most email marketing platforms support similar merge tags. Here are the most common ones you’ll see:
Basic contact details
{{first_name}}
{{last_name}}
{{email}}Behavioral data
{{order_date}}
{{product_name}}
{{payment_mode}}The more useful data you collect, the more meaningful your emails become.
How Merge Tags Work (Step-by-Step)
Let’s remove the technical confusion and explain this like you’re setting it up for the first time.
Step 1: Collect subscriber data
When someone:
- Signs up to your newsletter
- Downloads a free resource
- Makes a purchase
Their information is saved in your email tool.
Step 2: Store data in fields
Each piece of information is stored as a field, such as:
- First name →
first_name - Email →
email - Product →
product_name
These fields are what power merge tags.
Step 3: Insert merge tags into your email
While writing your email, you add merge tags like:
Hi {{first_name}}, thanks for checking out {{product_name}}.
Step 4: Email gets personalized automatically
When the campaign is sent:
- The system replaces merge tags with real data
- Each subscriber receives a personalized email
No manual work. No copy-paste. No mistakes.
A Real-World Example of Merge Tags. Imagine you run an online store.
Without merge tags:
“Thanks for your order. Your product is on the way.”
With merge tags:
“Hi {{first_name}}, your {{product_name}} has been shipped and will arrive soon.”
Which one feels better?
That small personal touch can make customers feel valued—and more likely to buy again.
Merge Tags vs Dynamic Content (Quick Difference)
These two are often confused, so let’s clarify.
Merge Tags
- Replace specific words or phrases
- Personalize text using user data
- Example: name, product, location
Dynamic Content
- Changes entire sections of an email
- Based on rules or conditions
- Example: different offers for different audiences
For most email personalization, merge tags are more than enough.
Common Merge Tag Mistakes (And How to Avoid Them)
Merge tags are powerful-but small mistakes can ruin the experience.
❌ Missing fallback text
If someone doesn’t have a name, your email might say:
Hi ,
Always use a fallback:
Hi {{first_name | there}},
❌ Over-personalizing
Using too many personal details can feel creepy. Good personalization feels helpful-not invasive.
❌ Forgetting to test
Always preview your email before sending. One broken tag can look unprofessional.
How Adflipr Simplifies Merge Tags and Automation
This is where Adflipr makes life easier.
With Adflipr, you can:
- Easily create and manage merge tags
- Use personalization inside automated email workflows
- Add fallback values without extra effort
- Combine merge tags with user behavior and triggers
Whether it’s welcome emails, follow-ups, or abandoned cart reminders—your emails stay personal, even when fully automated.
Best Practices for Using Merge Tags Effectively
Want better results? Keep these tips in mind:
- Use merge tags naturally
- Personalize greetings and CTAs
- Keep emails conversational
- Preview before sending
- Focus on relevance, not just data
Personalization works best when it feels effortless
