Personalize with merge tags

Merge tags let you write one email that greets each person by name. You type a placeholder like {{first_name}}, and when the email sends, BlueyEmail swaps in the real value for each recipient. It is the simplest way to make a mass email feel personal.

How merge tags work

A merge tag is a field name wrapped in double curly braces. Wherever you place it — in the subject line, the greeting, or the body — it gets replaced with that reader's information at send time. Type the tag directly into any text block, or use the merge-tag inserter in the editor's inspector — click a token like First name to drop {{first_name}} in at your cursor.

Subject: {{first_name}}, your order is on its way

Hi {{first_name}},

Thanks for being with us at {{company}}. Here is what's new...

If a contact named Priya at Acme Co. receives that email, she sees "Priya, your order is on its way" in the subject and "Hi Priya," in the greeting.

Available merge tags

These standard tags pull from the fields on each contact:

• {{first_name}} — the contact's first name
• {{last_name}} — the contact's last name
• {{email}} — the contact's email address
• {{company}} — the company on the contact record
• {{phone}} — the contact's phone number
• {{unsubscribe_link}} — the one-click link to opt out
• {{preferences_link}} — a link to manage email preferences

Custom fields

Any custom field you have added to your contacts is available too. Reference it with {{custom_fields.KEY}}, where KEY is the name of your field.

Your plan renews on {{custom_fields.renewal_date}}.
Your account manager is {{custom_fields.account_manager}}.

Fallbacks for empty fields

Not every contact has every field filled in. If you write "Hi {{first_name}}," and a contact has no first name, the greeting would read "Hi ," — which looks broken. Fallbacks fix this. Add a pipe and a default value inside the tag, and that default shows whenever the field is empty.

Subject: A gift for you, {{first_name | there}}

Hi {{first_name | there}},

A contact with a name sees "Hi Priya,". A contact with a blank name sees "Hi there,". Same email, no awkward gaps.

Test before you send

1. 1

   Add your tags

   Type merge tags into the subject and body wherever you want personalized text.

2. 2

   Set fallbacks on visible tags

   Give the greeting and subject a default so empty fields still read well.

3. 3

   Send yourself a test

   Preview or send a test email to confirm the tags fill in the way you expect.

4. 4

   Spot-check a few contacts

   If you rely on custom fields, check that the field name in your tag exactly matches the field on your contacts.