Merge tags
Merge tags (personalization variables)
Email Marketing
Merge tags are placeholders in an email or text that are replaced with each recipient's details, like their first name, when the message sends.
What is Merge tags?
Merge tags (also called variables or personalization tags) look like {{first_name}} in the editor. At send time, each person gets their own value.
Always set a fallback. A missing first name should read "Hi there," not "Hi ,".
In SmartyTap, you personalize emails and texts with variables like the customer's first name, and the footer uses {{unsubscribe_url}} and {{manage_preferences_url}} so every recipient gets their own signed links.
Example
"Hi {{first_name}}, your points balance is ready to spend" becomes "Hi Maya, your points balance is ready to spend."
Why Merge tags Matters
Small personal touches make bulk messages feel written for the reader.
Merge tags FAQ
Do merge tags work in texts?
Yes. Keep them short; a long name can push a text into a second message part.
What happens if a merge tag's data is missing?
Use a default value, or the tag may print empty or as raw code.
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