Personalization tags are like Mail Merge tags. They're codes you insert into your emails to personalize your newsletter for each contact in your subscribers list.
So if you want to greet each contact in your subscribers by first name, for example, you would use a personalization tag such as Dear (firstname).
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Custom fields are always welcome! The personalization tags work for any custom field included your subscriber details. If you're not certain what custom fields are available to personalize, export your All list. Any header in the export file will personalize if placed within parenthesis, such as:
If you don't have the first name or other information for everyone, you might want to display something instead of leaving it blank. So use the "fallback" parameter as shown in the example below:
It is also possible to add a personalization tag to the From Address field when sending a mailing. Just make sure to include a valid fallback email, like:(some_custom_field,firstname.lastname@example.org)
Keep in mind, without a valid fallback email, will not send the mailing!