Personalization Tags

Edit in CMS

Personalization 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.

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

Field Name	Personalization Tag Format
First name	`{{ firstName }}`
Last name	`{{ lastName }}`
UniqueId	`{{ uniqueId }}`
Email Address	`{{ emailMD5 }}` `{{ email }}`
CampaignId	`{{ campaignId }}`
Job Title	`{{ jobTitle }}`
Company Name	`{{ companyName }}`
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	`{{ customID }}`
Brand/Organization Slug (visible in the URL)	`{{ brandSlug }}`
Channel Slug (visible in the URL)	`{{ channelSlug }}`

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 }}`
Github Profile Name	`{{ githubProfileName }}`
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	`{{ lastDeliveryDate }}`
Last Campaign Delivered	`{{ 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 }}`
Snapchat Profile Name	`{{ snapchatProfileName }}`
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

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 + date
Day — day of week (e.g., “Thursday”)
Month — month name (e.g., “January”)
MM-DD-YYYY — numeric, US order
DD-MM-YYYY — numeric, EU order
DD — day of month (e.g., “02”)
MM — month only (e.g., “01”)
YYYY — year only (e.g., “2025”)

Still can’t find what you need? Contact support.