Merge tags (also called personalization tags or variables) are placeholders in an email template that are replaced with each recipient's details when the email is sent. Hi {{firstName}} becomes "Hi Sara" for Sara.
Common merge tags
First name, company, job title, city and website, plus any column you add to your lead list, such as a custom first line written for each person.
Fallbacks
Lists are never complete. A fallback fills in when a field is empty: in mailzy, {{firstName | there}} gives "Hi there" instead of "Hi ,". mailzy also holds back a lead whose email would have an empty field with no fallback, until the data is filled in.
Mistakes to avoid
- Company names exactly as stored: "ACME HOLDINGS LTD." reads as automated. Clean the column first.
- Tags that don't exist in the list, sent as literal
{{curly brackets}}. - Too many tags in one sentence, which reads like a form letter.
Preview how every tag fills in with the free merge tag preview.