Merge tags pull a value from each contact into the message at send time, so every recipient gets a personalized text.
Hi {{first_name}}, thanks for connecting!Built-in tags
- {{first_name}} — the contact’s first name
- {{last_name}} — the contact’s last name
- {{full_name}} — first and last name combined
Custom variables
Any custom variable on a contact works as a merge tag too. Add them on a contact (Variables section), in a CSV column, or via the API — then reference them by name, e.g. {{city}} or {{company}}. Variable names are not case-sensitive.
Fallbacks
Add a fallback after a pipe to cover contacts missing that value: {{city|your area}} sends the city when it’s set, or “your area” when it’s blank. Without a fallback, a missing value is replaced with nothing so the message still reads cleanly. Save messages you reuse as Templates.