Merge tags are used to populate personalized or dynamic content in your campaigns, signup forms, response emails, and automation workflows. MailChimp automatically generates merge tags whenever new fields are added to a list in your account, so you can pull up to date subscriber information into your campaigns.
A set of system merge tags can be used to pull in account and list information, populate RSS or social media content, along with many other options. Below we walk you through how to use or edit merge tags and show you where they are located in your account. Take a look at All The Merge Tags Cheatsheet for a full list of all available merge tags.
Other list specific tags can be used to pull in list information such as your company name, subscriber count, or a link to the list's hosted subscriber form. You can also use list specific merge tags to populate the footer with required information. You can also use your list's merge tags as segmenting conditions. They appear as options in the list's New Segment drop down when you create a new segment and also in the Recipients step of the campaign builder.
Testing and troubleshooting
We recommend testing your merge tags using the preview before your campaign goes out. Preview is available on both the HTML and plain-text versions of your campaign. To test any merge tags added to the signup forms and response emails, you have to signup to the list and go through the double opt-in process.
- Merge tags will not render in previews or test emails when working in the Template Editor. If you want to see how merge tags will render for subscribers, create a campaign, then use our preview and test options.
- Different lists might have different merge tags, depending on how you set up each signup form or set of list fields. Make sure you're using the corresponding merge tags for the current list, otherwise your merge tags my not display correctly.