A merge tag in Zoho Campaigns is a placeholder variable inserted into an email template that is dynamically replaced with each subscriber’s actual data when the campaign is sent. The most common merge tag is the first name tag, which personalises the greeting line with each recipient’s name.
Standard merge tags include first name, last name, company name, email address, and city. Custom merge tags correspond to custom fields in your contact database. Using a company name in a subject line (e.g., How [Company] can improve its CRM ROI) can significantly increase open rates for B2B campaigns.
Always configure a fallback value for merge tags in case a subscriber’s field is empty. Without a fallback, the subject line reads Hi, [FIRST_NAME] — a jarring personalisation failure. Set the fallback to a generic term: Hi there, or the name of the product category.
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