Overview
Merge tags insert contact fields, owner fields, and other placeholders into templates and campaign content. Syntax is validated in the template builder.
Common patterns
Use merge tags for standard columns (name, email, phone, owner, etc.), custom field keys (often prefixed identifiers the builder suggests), and system links such as unsubscribe where the editor inserts them.
Good practice: Always include a plain-text fallback phrase (“Hi there,”) next to personalized openings so messages still read well if a value is blank. Preview sends against a real contact before launching a large campaign.
Related: Email templates, Email campaigns.