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Merge-tag- Marketing Glossary

Merge Tag

Definition

A merge tag in email marketing dynamically inserts personalized content by pulling data from the subscriber database.. By incorporating merge tags, marketers can create personalised and relevant emails, enhancing engagement and improving the overall effectiveness of email campaigns.

Merge tags are typically enclosed in curly braces or other delimiters, depending on the email marketing service being used. For example, in Mailchimp, a merge tag might look like this*|FNAME|*, which would be replaced with the subscriber’s first name when the email is sent. This dynamic insertion of personalised data helps create a more tailored experience for each recipient, making the email feel more personal and increasing the likelihood of a positive response.

How you can use

Example:

Imagine you are running an online store and want to send a personalised email to your customers about a special discount offer. Here’s how you can use merge tags to personalize the email:

  1. Basic Email Structure: Create your email template and include merge tags where you want to insert personalized information.htmlCopy code<html> <body> <h1>Dear *|FNAME|*,</h1> <p>We are excited to offer you a special discount of 20% on your next purchase!</p> <p>Use the code <strong>SAVE20</strong> at checkout.</p> <p>Best regards,<br> Your Company</p> </body> </html>
  2. Using Merge Tags: The *|FNAME|* tag will be replaced with each recipient’s first name when the email is sent. If the recipient’s name is John, the email will start with “Dear John,”.
  3. Advanced Personalisation: You can also use merge tags to insert other personalized data, such as the recipient’s lastpurchase.html Copy code<p>We noticed you last purchased *|PRODUCT|* on *|LASTPURCHASEDATE|*. Don't miss out on this special offer!</p>
  4. Testing: Before sending your email campaign,
    use the preview and test features of your email marketing platform to ensure that the merge tags are working correctly
    and that the emails appear as expected.

Key Takeaways

  1. Personalisation: Merge tags enable personalised communication, making emails more relevant and engaging for recipients.
  2. Dynamic Content: They allow for the dynamic insertion of subscriber-specific data into emails.
  3. Improved Engagement Rates: Respondents are more likely to open, read, and act upon personalized emails with merge tags.
  4. Efficiency: Automates the process of personalisation, saving time and reducing manual effort.
  5. Streamlined Workflows: Merge tags save time by automating the personalization process for large email lists.

FAQs

A merge tag is a placeholder used in email templates to dynamically insert personalised content for each recipient.

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