Merge tag
A merge tag is a placeholder in a message template, such as {{firstName}}, that is replaced with each recipient's real data when the message is sent.
Merge tags let one template serve many recipients. Instead of typing each name, you write a placeholder, and the system substitutes the matching field, such as first name, company, or job title, for every contact.
The risk is a missing or malformed value. If a contact has no company on file, the recipient may see a blank space or the raw placeholder text, which looks careless and damages trust. Good practice is to define fallback values and check previews before sending.
Merge tags are the simplest form of personalization. They work best combined with a genuinely relevant message, and with a safeguard that blocks or flags any message with an unfilled tag.
Example
Example with made-up data: the template "Hi {{firstName}}, I noticed {{company}} is hiring" becomes "Hi Sam, I noticed Northwind is hiring" when the fields are filled. If the company field is empty, the message should be held rather than sent with the raw tag.
Common questions
What happens if a merge tag has no data?
Without a fallback, the recipient may see a blank or the raw placeholder. Set fallbacks and check previews, or hold messages with missing fields.
Are merge tags the same as personalization?
They are the basic mechanism for it. Real personalization also uses relevant, accurate content, not just inserted fields.
Related terms
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