Personalise an email with merge tags

Merge tags put each recipient's own details into the email. Three are available:

• {{first_name}}
• {{last_name}}
• {{email}}

They work in the Subject and anywhere in the body, and the campaign builder reminds you of them under the HTML Body field.

Example

Hi {{first_name}}, your order is on its way

They cost nothing

Worth saying plainly, because it is the cheapest personalisation you will find: merge tags are a straight substitution and are free. If you are considering an AI Step in an automation purely to make an email feel personal, use merge tags instead — the AI Step costs 2 credits per contact and most recipients notice a name, not a rewritten sentence. See What an AI Step costs.

Always test before sending

A merge tag that is mistyped does not fail — it prints as literal text, so your recipients read "Hi {{frist_name}}". Send yourself a test and check the result in a real inbox: see Send yourself a test email.

What happens when the data is missing

Not every contact has a first name, particularly on lists built from ad leads or plain email imports. Write the sentence so it still reads if the tag comes out empty, or lead with something that does not need a name.

Next: open your campaign's Content step and add {{first_name}} to the Subject, then send yourself a test.