Merge tags: personalise with contact data
Every merge tag EmailFig supports and what it shows, so each email feels personal.
Merge tags are placeholders that EmailFig swaps for each person’s details when the email goes out, like their first name or their own unsubscribe link. One email then reads as personal to everyone who gets it. You don’t need to remember how to write them:
- Drag & drop editor: while editing a title or paragraph, click Merge tag in its toolbar and pick from the list.
- HTML editor: type
{{in the code and pick from the list, or copy one from the Merge tags tab.
A misspelled tag shows nothing, not an error. {{ contact.frist_name }}, or a field that doesn’t exist, comes out blank. It won’t stop the send, but it’s flagged under Worth a look first on a campaign’s Review step, on an automation’s checklist, and in the HTML editor’s Checks tab. Pick tags from the list rather than typing them, and send yourself a test before you rely on one.
Built-in tags
| Name in the list | Tag | Shows |
|---|---|---|
| First name | {{ contact.first_name }} | The contact’s first name. |
| First name (with fallback) | {{ contact.first_name | default: "there" }} | Their first name, or “there” if you don’t have one. |
| Last name | {{ contact.last_name }} | The contact’s last name. |
| Email address | {{ contact.email_address }} | The contact’s email address. |
| Company / from name | {{ account.from_name }} | Your From name, the sender name people see. |
| Mailing address | {{ account.physical_address }} | Your mailing address. |
| Unsubscribe URL | {{ unsubscribe_url }} | That person’s unsubscribe link. Every email needs it. See What every email must include. |
| View in browser URL | {{ webview_url }} | A link to view the email as a web page. |
Custom field tags
Every custom field gets its own tag, {{ contact.properties.<key> }}, listed under the field’s name. If a contact’s field is empty, the tag comes out blank, so add a fallback.
Fallbacks
A fallback is the word to show when a contact’s detail is missing. Add | default: "…" to any tag:
{{ contact.first_name | default: "there" }}
{{ contact.properties.company | default: "your company" }}More tags you can type
These aren’t in the list, but they work:
{{ contact.full_name }}: first and last name together (blank if both are missing).{{ account.name }}: your account’s name.{{ account.from_email }}: your From address.