Personalization Tags
Edit in CMSPersonalization tags are placeholders in your email content that get replaced with each subscriber’s data when the email is sent — personalization at scale. Other platforms call them merge tags, dynamic tags, placeholder tags, or variable tags; the concept is the same.
Values come from profile fields and custom fields, including answers collected by your signup forms.
Tag support on the newer company-wide Contacts experience
Section titled “Tag support on the newer company-wide Contacts experience”If your company sends through Letterhead’s classic per-channel audience, every tag on this page is always available for every subscriber — blank if you haven’t filled in that field, but the tag itself always resolves.
If your company is on the newer company-wide Contacts experience, the same tag names still work, but each one only fills in when that contact actually has a value stored for it — profile fields aren’t fixed columns there, they carry over as regular custom fields under the same names. Two tags are worth knowing about specifically:
{{ lastOpenDate }}doesn’t fill in yet on the newer Contacts experience — it always resolves blank there, whatever that contact’s real open history looks like. It works normally on the classic per-channel audience.{{ uniqueId }}takes a different shape between the two — a short number on the classic per-channel audience, a longer text string on company-wide Contacts. Either way, it’s a stable identifier unique to that person, safe to use for that purpose.
Default values
Section titled “Default values”You can set a default for subscribers missing a value:
Hello {{ firstName or 'Reader' }}!
- If the first name is available: Hello Bruce!
- If not: Hello Reader!
Customize the default to fit your voice — ‘Valued Customer’, ‘Friend’, whatever suits. Two tips: use personalization judiciously (overuse can make email feel less personal), and always use straight quotes — curly quotation marks break sending.
Commonly used personalization tags
Section titled “Commonly used personalization tags”| Field Name | Personalization Tag Format |
|---|---|
| First name | {{ firstName }} |
| Last name | {{ lastName }} |
| UniqueId | {{ uniqueId }} |
| Email Address | {{ emailMD5 }} {{ email }} |
| CampaignId | {{ campaignId }} |
| Job Title | {{ jobTitle }} |
| Job Company/Organization Name | {{ jobCompanyOrOrganizationName }} |
| City | {{ city }} |
| Country | {{ country }} |
| Birthday | {{ birthday }} |
| Member Status | {{ memberStatus }} |
| Last Purchase Date | {{ lastPurchaseDate }} |
| Publication Date | {{ publicationDate }} (see format options below) |
| Subscriber Status | {{ subscriberStatus }} |
| Last Open Date | {{ lastOpenDate }} |
| Last Click Date | {{ lastClickDate }} |
| Interests | {{ interests }} |
| Custom ID 1 | {{ customID1 }} |
| Brand/Organization Slug (visible in the URL) | {{ brandSlug }} |
| Channel Slug (visible in the URL) | {{ channelSlug }} |
Complete list of personalization tags
Section titled “Complete list of personalization tags”| Field Name | Personalization Tag |
|---|---|
| First name | {{ firstName }} |
| Last name | {{ lastName }} |
| UniqueId | {{ uniqueId }} |
| Age | {{ age }} |
| Address Line 1 | {{ addressLine1 }} |
| Address Line 2 | {{ addressLine2 }} |
| Attitudes | {{ attitudes }} |
| Birthday | {{ birthday }} |
| Beliefs | {{ beliefs }} |
| Business Website | {{ businessWebsite }} |
| Content Topics | {{ contentTopics }} |
| CRMID | {{ CRMID }} |
| City | {{ city }} |
| Country | {{ country }} |
| Children | {{ children }} |
| Custom ID 1 | {{ customID1 }} |
| Custom ID 2 | {{ customID2 }} |
| Custom ID 3 | {{ customID3 }} |
| Custom ID 4 | {{ customID4 }} |
| Custom Behavior 1 | {{ customBehavior1 }} |
| Custom Behavior 2 | {{ customBehavior2 }} |
| Custom Behavior 3 | {{ customBehavior3 }} |
| Custom Behavior 4 | {{ customBehavior4 }} |
| Custom Web Profile 1 | {{ customWebProfile1 }} |
| Custom Web Profile 2 | {{ customWebProfile2 }} |
| Custom Web Profile 3 | {{ customWebProfile3 }} |
| Custom Web Profile 4 | {{ customWebProfile4 }} |
| Delivery Preference | {{ deliveryPreference }} |
| Events | {{ events }} |
| Ethnicity | {{ ethnicity }} |
| Education | {{ education }} |
| Facebook Profile Name | {{ facebookProfileName }} |
| Gender | {{ gender }} |
| Google Profile Name | {{ googleProfileName }} |
| Honorific | {{ honorific }} |
| Home Phone | {{ homePhone }} |
| Income | {{ income }} |
| Interests | {{ interests }} |
| Instagram Profile Name | {{ instagramProfileName }} |
| Job Title | {{ jobTitle }} |
| Job Company/Organization Name | {{ jobCompanyOrOrganizationName }} |
| Last Contact | {{ lastContact }} |
| Last Event Date | {{ lastEventDate }} |
| Last Purchase Date | {{ lastPurchaseDate }} |
| Last Delivery Date (the date of this send — not stored per subscriber) | {{ lastDeliveryDate }} |
| Last Campaign Delivered (this subscriber’s own delivery history) | {{ lastCampaignDelivered }} |
| Last Open Date | {{ lastOpenDate }} |
| Last Campaign Opened | {{ lastCampaignOpened }} |
| Last Click Date | {{ lastClickDate }} |
| Last Link Clicked | {{ lastLinkClicked }} |
| Language | {{ language }} |
| Latitude | {{ latitude }} |
| Longitude | {{ longitude }} |
| Letterhead ID | {{ letterheadID }} |
| Last IP Address | {{ lastIPAddress }} |
| LinkedIn Profile Name | {{ linkedInProfileName }} |
| Member Status | {{ memberStatus }} |
| Member Status Changed Date | {{ memberStatusChangedDate }} |
| Most Engaged Topics | {{ mostEngagedTopics }} |
| Most Engaged Sources | {{ mostEngagedSources }} |
| Marital Status | {{ maritalStatus }} |
| Mobile Phone | {{ mobilePhone }} |
| Notes | {{ notes }} |
| Opt-In Time | {{ optInTime }} |
| Opt-In IP | {{ optInIP }} |
| Purchases | {{ purchases }} |
| Postal Code | {{ postalCode }} |
| Pronouns | {{ pronouns }} |
| Political Affiliation | {{ politicalAffiliation }} |
| Pets | {{ pets }} |
| Publication Date | {{ publicationDate }} (use a format code below) |
| Publication Date — International (e.g., 2 January, 2025) | {{ publicationDate | IntDate }} |
| Publication Date — Month only (e.g., 01) | {{ publicationDate | MM }} |
| Referral Status | {{ referralStatus }} |
| Referral Source | {{ referralSource }} |
| Referred By Email | {{ referredByEmail }} |
| Referred By First Name | {{ referredByFirstName }} |
| Referred By Last Name | {{ referredByLastName }} |
| Race | {{ race }} |
| Region | {{ region }} |
| Religion | {{ religion }} |
| Subscribed Time | {{ subscribedTime }} |
| Subscribed IP | {{ subscribedIP }} |
| Subscriber Status | {{ subscriberStatus }} |
| Subscriber Status Changed Date | {{ subscriberStatusChangedDate }} |
| Sexual Orientation | {{ sexualOrientation }} |
| State/Province | {{ stateProvince }} |
| Suffix | {{ suffix }} |
| Time Zone | {{ timeZone }} |
| Twitter Profile Name | {{ twitterProfileName }} |
| TikTok Profile Name | {{ tikTokProfileName }} |
| Unsubscribe Time | {{ unsubscribeTime }} |
| Unsubscribe IP | {{ unsubscribeIP }} |
| Work Phone | {{ workPhone }} |
| Website | {{ website }} |
| Website Profile Name | {{ websiteProfileName }} |
Publication date format codes
Section titled “Publication date format codes”Use any of these after the | pipe inside a Publication Date tag (e.g. {{ publicationDate | IntDate }}):
IntDate— international format (e.g., “2 January, 2025”)DayDate— day-of-week + dateDay— day of week (e.g., “Thursday”)Month— month name (e.g., “January”)MM-DD-YYYY— numeric, US orderDD-MM-YYYY— numeric, EU orderDD— day of month (e.g., “02”)MM— month only (e.g., “01”)YYYY— year only (e.g., “2025”)
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