Personalization Tags Catalog
Personalization tags are placeholders an Author inserts into an Edition. When the Broadcast is sent, each tag is replaced with the matching value for that subscriber — a first name, a company, a custom field, and so on. If the underlying data is missing, the tag falls back to whatever default you set (or to empty text), so no raw placeholder is ever shown to a subscriber.
The exact tag syntax and the field names available to you depend on how your account is configured. Use the table below as a guide to the common categories, and (confirm the exact tag names and syntax in your account).
Reference
| Tag (example) | Pulls in | Typical fallback |
|---|---|---|
[[FirstName]] | The subscriber's first name | Fallback text you set, e.g. "there" |
[[LastName]] | The subscriber's last name | Empty |
[[Email]] | The subscriber's email address | Empty |
[[Company]] | The subscriber's organization | Fallback text, e.g. "your team" |
[[Custom.<FieldName>]] | A custom subscriber field you have defined | Field-specific default |
[[Date]] | The send date of the Broadcast | Current date |
[[UnsubscribeUrl]] | The subscriber's unsubscribe link | Required — always resolves |
[[WebVersionUrl]] | Link to the browser version of the Edition | Required — always resolves |
Values shown are representative. Field names such as <FieldName> are placeholders you replace with your own custom-field keys.
Notes
- Set a fallback for every tag. Where the product supports a default, provide one so partial data never leaves a gap in your copy.
- Case and spelling must match the field name exactly, or the tag will not resolve.
- Subject lines and preheaders support personalization too, but test them carefully — a missing value with no fallback can weaken your subject line.
- Always send yourself a test (or preview against sample subscribers) before a Broadcast to confirm each tag resolves as expected.
- Compliance tags such as the unsubscribe link are mandatory in Broadcasts; do not remove them.
Related
Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.