Merge tags in Mailchimp are a powerful way to make your email campaigns more personalized, adding value and relevance for each recipient. By dynamically inserting information like a subscriber's name, location, or recent purchase details, merge tags can transform a generic email into a message that feels tailored to the individual.
We'll explore how to use merge tags in Mailchimp effectively.
What Are Merge Tags in Mailchimp?
Merge tags are placeholders used in Mailchimp to insert subscriber-specific information into an email campaign. When you send out an email, Mailchimp replaces these tags with relevant data from your audience list, such as a subscriber's first name, last name, email address, or custom fields you've set up in your audience list.
For instance, the merge tag *|FNAME|* will pull in the first name of each subscriber. So, instead of saying "Hello," you can greet each recipient by their name: "Hello, John!" This small touch can significantly improve engagement and foster a more personal connection with your readers.
Why Use Merge Tags in Mailchimp?
Using merge tags in your email marketing can:
- Personalizing emails with a recipient's name can increase open rates, as people are more likely to open an email that feels relevant to them.
- Personalized emails often have higher click-through rates because they speak directly to the subscriber.
- You can set up a single email that caters to all recipients without the need to create multiple versions.
Types of Merge Tags in Mailchimp
Mailchimp offers a variety of merge tags, covering basic information as well as custom fields. Here are some commonly used types:
Subscriber Information Tags: These tags pull in information directly from a subscriber's profile. Examples include:
- *|FNAME|* – First name
- *|LNAME|* – Last name
- *|EMAIL|* – Email address
Audience Information Tags: These tags are based on your audience (or list) settings. Examples include:
- *|LIST:NAME|* – Audience name
- *|LIST:COMPANY|* – Company name associated with your list
Social Media Tags: You can add links to social media profiles using these tags, such as:
- *|TWITTER|* – Twitter handle
- *|INSTAGRAM|* – Instagram profile
Conditional Merge Tags: These are advanced merge tags that allow you to customize messages for certain groups within your audience.
Custom Field Tags: If you've set up additional fields in your Mailchimp audience, you can create custom merge tags. For example, if you have a field for "Last Purchase," you could set up a custom tag like *|LASTPURCHASE|*.
How to Add Merge Tags in Mailchimp
Step 1: Open Your Campaign
- Start by logging into your Mailchimp account.
- In the Mailchimp dashboard, click on Campaigns from the left-hand sidebar. This will open the Campaigns page, where you can view all existing campaigns or create a new one.
Create or Open a Campaign:
- To create a new campaign, click on Create Campaign in the top-right corner and select Email.
- If you want to add merge tags to an existing campaign, find the campaign in your list and click Edit.
Step 2: Insert a Merge Tag
After opening the email editor for your campaign, follow these steps to add merge tags:
- Choose a Content Block: When editing the email, add or click on a Text Block where you’d like to insert personalized content. The Text Block editor has a toolbar at the top with formatting and merge tag options.
Insert a Merge Tag:
- Place your cursor where you want the personalized information to appear.
- In the toolbar above the Text Block, look for the Merge Tags dropdown (usually symbolized by an icon or directly labeled as “Merge Tags”).
- Click on the Merge Tags dropdown and choose the tag you want, such as *|FNAME|* for the subscriber's first name.
Common Merge Tags:
- First Name: *|FNAME|*
- Last Name: *|LNAME|*
- Email: *|EMAIL|*
- Custom Fields: If you have custom fields like “Location” or “Last Purchase,” select those custom tags from the dropdown.
Mailchimp will automatically insert the selected merge tag at the cursor's location.
Step 3: Test Your Merge Tags
Testing is crucial to ensure your merge tags work properly and display the correct information. Here’s how to test them using Mailchimp’s preview tools:
Preview Mode:
- In the email editor, click Preview and Test in the top-right corner.
- Select Enter Preview Mode. This mode will display a sample email, showing how the merge tags will appear with actual subscriber data.
- Enable Live Merge Tag Info: In Preview Mode, toggle on the Enable live merge tag info option (found at the top of the preview window). This setting allows you to view how the tags pull data from your audience list.
Send a Test Email:
- Under the Preview and Test menu, select Send a Test Email.
- Enter your own email address to receive the test email.
- Open the email to a real email client (like Gmail or Outlook) to confirm the merge tags display correctly and look polished.
Formatting Merge Tags
To make your emails look polished, Mailchimp allows you to format merge tags to fit seamlessly into your content. Here are a few tips:
Conditional Formatting: Mailchimp lets you add conditional content with merge tags. For example, if you want to greet subscribers by their first name but provide a default greeting if the name is missing, you can use this format:
Styling the Text: Merge tags adopt the text style applied to them, so you can bold, italicize, or change the font color of a merge tag for emphasis.
Fallback Options: If some subscribers have missing data, you can add fallback options. For example:
If the first name is missing, Mailchimp will use “Guest” as a placeholder.
Tips for Using Merge Tags in Mailchimp
- Always preview your emails and send test emails to make sure merge tags are working as expected.
- While personalization is effective, avoid cluttering your emails with too many merge tags. Stick to essential information like names or location-based offers.
- Not all subscribers provide complete information, so having fallback options prevents your emails from looking broken or unprofessional.
- Make sure your audience list is up-to-date and accurate. Merging incorrect or outdated information can have a negative impact on your engagement.
Advanced Tips: Using Custom Merge Tags
If you want to take your personalization up a notch, try using custom merge tags. This is particularly useful for businesses that collect unique subscriber information, such as purchase history, membership dates, or event registrations. Here’s how:
Create a Custom Field in Mailchimp:
- Go to Audience > Settings > Audience fields and |MERGE| tags.
- Add a new field and name it based on the information you want to collect (e.g., "Favorite Product").
Use the Custom Merge Tag in Your Email:
- When designing your email, insert the custom merge tag you just created. If your tag is labeled "Favorite Product," the tag would look like this: *|FAVPRODUCT|*.
- Personalize Offers and Messages: Now, you can use custom fields to create highly targeted messages, such as recommending products based on their "Favorite Product" field.
Common Merge Tag Mistakes and How to Avoid Them
Even though merge tags are simple to use, a few common mistakes can prevent your emails from displaying correctly. Here’s what to watch out for:
- Misspelling the Merge Tag: A small typo in your tag, like *|FNAM|* instead of *|FNAME|*, will cause the tag to display as-is, without inserting data.
- Missing Fallbacks for Key Information: Fallbacks prevent emails from looking blank where a field is missing. Always provide a fallback, especially for names.
- Testing Only in Preview Mode: Preview mode is useful but can sometimes differ from the final product. Sending a test email gives you a real view of how it will look to subscribers.
Merge tags are a straightforward but powerful way to personalize your email campaigns in Mailchimp. They can help improve engagement, increase conversions, and build a stronger connection with your audience. By understanding the different types of merge tags and following best practices, you can deliver more relevant, tailored messages to each of your subscribers.
With Mailchimp’s merge tags, you’re not just sending an email – you’re creating a personalized experience. So, go ahead and make use of merge tags in your next campaign and watch how they transform your engagement rates!