Merge tags correspond to field data in your MailChimp lists, and can be used to insert personalized or dynamic content into your campaigns, signup forms, response emails, and Automation workflows. Whenever a new field is added to a list, we'll create a corresponding merge tag. Each time you send a campaign that uses merge tags, we'll pull the most recent data from your list.
Below, you'll learn about merge tags, where to access them, and how to customize them for your needs.
How to Use Merge Tags
When you type, paste, or choose a merge tag into a content block in your campaign, it just looks like a snippet of text. Then, after you send your campaign, MailChimp replaces that text with the dynamic content the merge tag refers to, whether subscriber profile or list information, or system tools.
Merge tags can be added to any campaign type, Automation workflows, and in the Final Welcome Email in the Form Builder. Some merge tags can also be used in the subject lines of your campaigns and automation emails.
Type a Tag
To type a *|MERGE|* tag directly into your content, be sure to surround the label with the asterisk and pipe characters. The pipe key is used to create the vertical lines. On most U.S. keyboards, you'll find the pipe key above the enter/return key on your keyboard.
Choose a Tag in the Toolbar
To choose a merge tag in the content block, use the
Merge Tags drop-down menu on the
editor toolbar. Place your cursor where you want to insert the merge tag, click the drop-down menu, and choose the merge tag you need. When you insert a tag this way, you never have to worry about syntax errors or typos.
List Merge Tags
Each list creates default merge tags for each list field.
Edit and customize these merge tags in your list settings. Change the default tag from *|MMERGE1|* to something more descriptive like *|NAME|* or *|CITY|*.
You can also enter default merge tag values on this page. We recommend you input default content for your most commonly used merge tags, if not all of them.
Where to Use List Fields
List field merge tags can also pull list information into your campaigns, like company name or subscriber count, and footer information like a link to your signup form and campaign archive.
You can even use list field data to build segments. When you create a new segment in the Recipients step of the Campaign Builder, you can choose list fields from the criteria drop-down menu.
System Merge Tags
MailChimp uses many system tags to dynamically create content within your campaigns, including social content, RSS content, account information, and translated content. Use this cheat sheet as a quick reference for each merge tag available in MailChimp.
Testing and Troubleshooting
You should always test your merge tags in the Preview Mode before your campaign goes out. Preview is available on both the HTML and plain-text versions of your campaign.
To test merge tags in your signup forms and response emails, signup to the list and go through the double opt-in process to review each step.
- 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, and use our preview and test options.
- Different lists often have different merge tags, so be sure you're using the correct merge tags for the list you plan to send to.