Using custom fields as merge tags can significantly enhance your communication strategies, making your messages more personalized and engaging. While pre-defined merge tags provide basic information like recipient names and emails, custom merge tags allow you to add unique information specific to each recipient, enriching your campaigns with personalized details.
How to add custom fields as merge tags
Merge tags can be utilized in various formats to suit your content needs. For instance, when you want to insert a single line of text, simply use the appropriate merge tag syntax for that custom field—this allows for seamless personalization without cluttering the message.
Important: Before you begin creating custom fields as merge tags, please take note of the following:
Ensure that the data type for custom fields is set to "text", if it's set to "rich text", it will automatically apply the HTML code and will not be displayed correctly in the merge tags.
Content block formatting is also applied to the merge tags e.g., font color, background color, padding, etc.
The custom field in your Excel file should match the column name in the workspace.
Merge tags do not work on test emails, to test it, you have to send an actual email.
Step 1: Building your recipient list
Navigate to your workspace.
Create, import, or select a recipient list. This list will contain the individuals you want to target with your campaign
Step 2: Crafting your custom fields
Click "Add Column" for the custom fields, or alternatively, you can set these up within the spreadsheet you plan to import as contacts. You may also use the predefined data in the form.
Give your custom field a descriptive name. This will be the name you use to reference the field later on.
Choose a data type. Select the most appropriate type for the information you want to collect, such as text, number, or date.
Save your custom field. You can add as many custom fields as you need.
Step 3: Starting a new campaign in your workspace
Create a campaign by clicking on the “+”.
Select “New Campaign".
Add a name to your campaign. Click on the Create Campaign button.
Step 4: Connecting your recipient list
In the campaign builder, select your recipient list. This is crucial! It will make your custom merge tags available for use.
If your recipient list is connected correctly, your custom merge tags will appear along with the pre-defined merge tags.
Step 5: Personalizing your campaign with merge tags
Navigate to the section of your campaign where you want to include your custom field merge tags. This could be the recipient's name or email body. Insert the custom merge tag from the formatting toolbar.
Merge tags as Single lines of text
This is ideal for straightforward information such as a recipient's name or company.
Commonly used in:
Primary Email
First Name
Last Name
Job Title
Company Name
Registration Number
Order ID
Merge Tag Name | Merge Tag Syntax | Sample Content |
Primary Email | %recipient.primary_email% | |
First Name | %recipient.first% | John |
Last Name | %recipient.last% | Doe |
Job Title | %recipient.job_title% | Marketing Manager |
Company Name | %recipient.company_name% | Example Company |
Merge tags as a list (number or bullet list)
If you're looking to present information in a more organized manner, consider using merge tags as lists (either bullet or numbered). This is particularly effective for summarizing key points or highlighting features.
Step 1: Prepare Your Data in Excel
Before creating a list, you must ensure your data is well-structured in Excel. Each item you want to include in your list should be in its own cell, which can be in a single row or across multiple rows.
Step 2: Use the CONCAT Formula
By using the CONCAT function in Excel, you can create HTML list tags for both unordered (bullet) and ordered (numbered) lists.
A. For Bullet Lists
To create a bullet list (unordered list) in Excel, you can use the following formula:
=CONCAT("<ul>",
IF(J2<>"", "<li>" & J2 & "</li>", ""),
IF(K2<>"", "<li>" & K2 & "</li>", ""),
IF(J3<>"", "<li>" & J3 & "</li>", ""),
IF(K3<>"", "<li>" & K3 & "</li>", ""),
IF(L3<>"", "<li>" & L3 & "</li>", ""),
IF(M3<>"", "<li>" & M3 & "</li>", ""),
IF(N3<>"", "<li>" & N3 & "</li>", ""),
IF(O3<>"", "<li>" & O3 & "</li>", ""),
IF(P3<>"", "<li>" & P3 & "</li>", ""),
IF(Q3<>"", "<li>" & Q3 & "</li>", ""),
"</ul>")
Paste the formula in a new cell (e.g., R2).
Adjust the cell references (J2, K2, etc.) based on where your list data is located in your Excel sheet.
Copy the formula down for other rows to generate more lists as needed.
B. For Numbered Lists
To create a numbered list (ordered list), use the following formula:
=CONCAT("<ol>",
IF(J2<>"", "<li>" & J2 & "</li>", ""),
IF(K2<>"", "<li>" & K2 & "</li>", ""),
IF(J3<>"", "<li>" & J3 & "</li>", ""),
IF(K3<>"", "<li>" & K3 & "</li>", ""),
IF(L3<>"", "<li>" & L3 & "</li>", ""),
IF(M3<>"", "<li>" & M3 & "</li>", ""),
IF(N3<>"", "<li>" & N3 & "</li>", ""),
IF(O3<>"", "<li>" & O3 & "</li>", ""),
IF(P3<>"", "<li>" & P3 & "</li>", ""),
IF(Q3<>"", "<li>" & Q3 & "</li>", ""),
"</ol>")
Paste the formula in a new cell (e.g., R2).
Adjust cell references as per your data layout.
Copy the formula down for additional entries.
Explanation:
CONCAT: Combines all the individual elements of the formula to create a single string of HTML code.
IF: Checks if a cell is empty. If it's not empty, the formula adds an <li> tag containing the cell's value. If it's empty, it adds an empty string.
<ul>: Opening tag for an unordered (bulleted) list.
<ol>: Opening tag for an ordered (numbered) list.
<li>: Opening tag for a list item.
</ul>: Closing tag for an unordered list.
</ol>: Closing tag for an ordered list.
J2, K2, etc.: Replace these with the actual cell references in your spreadsheet that contain your list items.
Step 3: Importing data to your list in the workspace
Save your Excel file with the generated list code.
Import the file into your workspace.
Merge tags as a personalised message.
For more detailed explanations or narratives, using merge tags within paragraphs allows for richer content delivery. This approach is perfect when sharing personalized messages or testimonials that resonate with individual recipients.
To separate paragraphs, you can enclose each paragraph within <ul> </ul> HTML tags or <br> in a text data type field. See example below:
Merge tags use cases
Here are some common use cases for merge tags:
Personalization:
Insert the recipient's name, email address, or other personal information to make the message feel more tailored and engaging.
Dynamic content:
Display relevant offers or content based on the recipient's interests and inquiry history. Tailor the message based on the recipient's interactions, email campaigns, or other touchpoints.
Transactional emails:
Insert details or other relevant data into transactional emails such as confirmations, notifications, or account updates specific to the recipients.
Lead nurturing and follow-up:
Use merge tags to personalize the content of lead nurturing emails, such as follow-up messages, reminders, or upsell opportunities.
Event and appointment reminders:
Insert the recipient's event details, appointment time, or other relevant information into email reminders.
Personalize the content to ensure the recipient has all the necessary information and feels valued.
User-generated content
Incorporate merge tags to display user-generated content, such as reviews, testimonials, or social media posts, within your email campaigns.
Personalize the content by including the user's name, profile picture, or other relevant information.
By leveraging merge tags, you can create more personalized and engaging communications, improve the effectiveness of your marketing campaigns, and provide a better overall customer experience.