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The information you collect through your MailChimp signup form is saved in a list field and tied to a unique label, called a merge tag. Use merge tags to insert personalized or dynamic content from your list into the campaigns you send.
In this article, you'll learn about merge tags and ways you can use them to customize your campaigns.
If you’re new to MailChimp, take a few moments to review the terminology we use to discuss lists and merge tags.
A repository of email contacts, along with their profile details and preferences, who have opted-in to receive your campaigns.
- List Field
A place in your list where specific subscriber details are stored, like a cell in a spreadsheet.
- Merge Tag
A unique, text-based identifier that corresponds to the data in a list field.
- Dynamic Content
The personalized or otherwise unique content that’s inserted into a campaign by a merge tag.
Before You Start
- Since lists often contain different list fields, they also have different merge tags. If you have more than one MailChimp list, make sure you use the correct merge tags for the list you plan to send to.
- To make sure each of your subscribers sees good-looking content, you should save default merge tag values in your list settings, which we’ll cover in this article.
How Merge Tags Work
Your MailChimp list contains list fields that refer to your subscriber’s information. Each list field corresponds to a unique merge tag, that looks like a snippet of text wrapped in special characters: *|EXAMPLE|*. When you insert a merge tag into your campaign, we'll replace the tag with the content stored in the corresponding list field.
For example, to include your subscribers’ email addresses in your campaign, you would place the *|EMAIL|* merge tag in your campaign where you want your subscriber’s email address to appear. When your subscriber receives the campaign, they’ll see their own email address where the merge tag was placed.
Some merge tags pull in URLs, which you can use to create hyperlinks on other content, such as text or images. When you link an image in your content with a merge tag, you’ll use the hyperlink tool on the editor toolbar to add the merge tag in the linked URL. When your subscribers click the linked image they’ll be taken to the URL the merge tag refers to, like an update profile page.
Types of Merge Tags
MailChimp offers two types of merge tags to help you include list and subscriber content: system merge tags and list merge tags. Typically, system merge tags refer to the data in your MailChimp account and list merge tags only refer to the information stored in your list, including subscriber data.
System merge tags can be used to include social sharing links, RSS content, and account information, or to translate your campaign. System merge tags are also used to add unsubscribe, update profile, and forward links to your campaigns.
List field merge tags pull your list data into your campaigns, like the signup form URL or company name associated with the list, or subscriber-specific information like email address or first and last name.
Each time you send a campaign that uses merge tags, we'll pull the most recent data from your account or list to replace the merge tag. Use our cheat sheet as a quick reference for available MailChimp merge tags, including merge tags for personalization, social sharing, and subject lines: All the Merge Tags Cheat Sheet.
Customize default merge tags
Default list merge tags look something like this: *|MERGE1|*. You can edit and customize these merge tags in your list settings to give them a more descriptive name, like *|BIRTHDAY|* or *|CITY|*. Be careful when you rename your list merge tags though, because our system uses certain reserved field names that can’t be reused elsewhere.
Set default merge tag values
A merge tag only works correctly when there is data in the field it’s associated with. For your most commonly used list merge tags, be sure to input default values that will display if the subscriber profile doesn’t have any data in a certain field.
For example, you could set the default value for the first name merge tag to "Friend." Then, when you use "Hello *|FNAME|*," in a campaign, subscribers whose first names are not in your list will see "Hello Friend."
If you don’t set a default value and the subscriber doesn’t have the data in their profile, they’ll see the merge tag itself where the subscriber-specific content was supposed to appear.
How to Use Merge Tags
To include dynamic merge tag content in your campaigns, type the merge tag directly into your campaign content or choose a merge tag from the Merge Tags drop-down menu.
Merge tags can be added to any campaign type or Automation email, and in the Final “welcome” email in the Form Builder.
Type a Tag
When you type a merge tag directly into your content, be sure to surround the label with the asterisk (*) and pipe (|) characters. If there’s a typo in the merge tag, your subscribers will see the mistyped text instead of their personalized content. You'll find the pipe key above the Enter/Return key on most U.S. keyboards.
Choose a Tag in the Toolbar
To avoid typos and syntax errors, insert a merge tag in a content block from the merge tag menu. Place your cursor where you want the merge tag to appear, and click the
Merge Tags drop-down menu on the
editor toolbar. Choose the merge tag you need, and that’s it!
Testing and Troubleshooting
You should always preview and test your merge tags before your campaign goes out. Here are some things to know about testing merge tags in MailChimp.
To see a live preview of your merge tags, toggle the Enable live merge tag info slider to the green checkmark in Preview Mode.
Merge tags do not preview in the Template Editor. To test these merge tags, create a campaign from the saved template and use our preview and test tools.
If you use merge tags in your signup forms and response emails, sign up to your list through the form, and review how they appear in each step of the process.
If merge tags aren’t working the way you expect, check out our troubleshooting guide.
After you’re familiar with list fields, you can segment your subscribers with the information stored in your MailChimp list fields. When you build list segments with subscriber information, you’ll be able to send targeted campaigns to people with shared interests or similar profiles.