What is a merge / personalization tag?

A merge tag (or personalization tag, replacement token, etc.) is a dynamic field provided by your email service provider to inject dynamic content in your campaigns.

Examples:

  • *|EMAIL|* (MailChimp)
  • {{Email-Address}} (Act-On)
  • %%emailaddr%% (ExactTarget)
  • {{lead.Email Address_default=noemail}} (Marketo)
  • $SUBSCRIBER.EMAIL$ (Constant Contact)
  • %%!message_id%% (Bronto)
  • *|CAMPAIGN_UID|* (MailChimp)
  • <%= message.campaign_id %> (Adobe Campaign)

In the context of Analytics, your analytics pixel is designed to track two merge tags: email address and campaign ID.

The email address merge tag helps us track recipient-level engagement data, while the campaign ID helps us sort the information for you on the backend.

When setting up your tracking pixel, we have a number of ESPs already included in our application that can you select from the dropdown. If your ESP doesn’t exist on our list, please let our support team know.

Products

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DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time