What is a merge tag?

In order to use Email Analytics to collect individual-level data on your subscriber behavior, we need a way to identify your subscribers in our tracking codes. We do this through the use of a merge tag.

Depending on the type of mailing software you use, merge tags may also be known as personalization fields, substitution strings, or personalization tags. These tags allow you to insert data from your mailing list directly into your email campaigns. For example, if you are a MailChimp user and you'd like to insert your subscriber's first name into your email, you might use the merge tag *|FNAME|*. Every time MailChimp sees the tag *|FNAME|* in your email, they will replace this tag with the unique data associated with each recipient in your list.

Each ESP or mailing platform has a slightly different way of handling these tags, which is why we ask that you choose from our drop-down menu of common tags or type it directly in the box. By correctly identifying the merge tag for your mailing platform, you're ensuring that Litmus can collect all the data you're looking for and match it back to the subscribers on your list.

When you provide us with a merge tag, this tells your ESP to insert your recipient's email address in our tracking code, which lets us give you the amazing data you're looking for.

Does a merge tag have to be my recipient's email address?

No. Email Analytics can be used to tie back to any unique bit of data. If you'd rather use a customer number, subscriber key or other type of unique identifier that your ESP will fill in automatically, just find the merge tag associated with the data field and type it in the box. You can also read more about excluding personally identifiable information.

What if my ESP isn't on the list?

If your ESP isn't listed, you can type the appropriate merge tag by selecting Other in the ESP dropdown, and you can enter in your merge tag in the box.

If your ESP has a default merge tag for email address that isn't listed in our dropdown, let us know and we'll get it added.

What if I have a custom set-up with my ESP?

In some cases, you may have a custom integration set-up with one of the ESPs listed in our dropdown box. Make sure you check with your ESP or technical team to see if the merge tag for email address changed with your custom set-up. If you have a custom tag, be sure to use that one instead.

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