Merge tags are placeholders within your email content that dynamically populate with specific information when the email is sent. They act as personalized fields, pulling relevant data from connected sources to address each recipient uniquely and tailor content to their individual needs and preferences.
2 Types of Merge Tags
Template-based merge tags and list-based merge tags are both used in email marketing to personalize content and dynamically populate information, but they draw data from different sources.
Template-based merge tags
- Source: These merge tags pull information directly from data within the email template itself or from global settings within your email marketing platform.
- Purpose: Often used for elements that are consistent across multiple emails, such as:
- Company name
- Company address
- Website URL
- Social media links
- Unsubscribe link
- Current date
- Example: A template-based merge tag might be used to automatically insert the current year in a copyright notice in the footer of every email.
List-based merge tags
- Source: These merge tags pull information from subscriber lists or databases. This data is typically associated with individual subscribers, like their names, email addresses, preferences, or past purchase history.
- Purpose: Used to personalize emails for individual recipients, creating a more targeted and relevant experience.
- Examples:
- Using a subscriber's first name in the email greeting (e.g., "Hi [First Name],")
- Displaying product recommendations based on past purchases
- Sending targeted content based on subscriber interests or demographics
The 3 Levels of Merge Tags
1. Account Level
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Dealership-specific content (e.g., dealership logo).
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Managed centrally in Orbee for brand consistency.
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Updated via Platform or offline spreadsheet and upload process.
2. Campaign Level
- Content specific to a particular campaign (e.g., special offer image).
- Dynamic field management based on campaigns (e.g., S2SG, Conquest cycles).
- Bulk editing and updates via grid-based management system.
3. List Level
- Customer-specific content (e.g., first name, last name, phone number).
- Individual value correction directly within the UI.
Benefits of Using Merge Tags:
- Personalization: Instead of a generic greeting, use the merge tag to address each recipient by their first name, creating a more personal connection.
- Targeted Content: Deliver relevant information based on recipient data. For example, remind customers about upcoming appointments based on their vehicle details using 2024, , and tags.
- Dynamic Promotions: Tailor promotional offers based on customer preferences or past purchases. For instance, target owners of a specific car model with an offer on a newer model using and tags.
To learn how to set up a merge tag on the Platform, visit our guide on How to Set Up Template-based Merge Tags or How to Set up List-based Merge Tags.