All the Merge Tags Cheat Sheet

Mailchimp offers merge tags for all kinds of dynamic information. Paste a merge tag into your email campaign to add personalized or dynamic content. The following list outlines all of the tags available to you.

For more details on how to use merge tags in Mailchimp, take a look at our Getting Started with Merge Tags article.

Campaigns

Use the merge tags in this section in any type of email campaign.

*|ARCHIVE|*

Creates a View this email in your browser link to your campaign page.

*|BRAND:LOGO|*

Adds a default logo placeholder to your campaign. Use this merge tag in place of an image URL in a custom-coded template or Code content block.

*|CAMPAIGN_UID|*

Displays the unique ID for your campaign.

*|REWARDS|*

Adds the Referral badge to your campaign.

*|REWARDS_TEXT|*

Adds a text-only version of the Rewards link.

*|MC:TRANSLATE|*

Inserts links to translate your sent campaign into different languages.

*|TRANSLATE:xx|*

Adds a list of links to translate the content in your campaign. Replace xx with the code for the language your campaign is written in, and we'll display other available languages.

For example, for an English campaign, use *|TRANSLATE:en|* and we'll include a list of links to all supported languages except English.

*|MC_LANGUAGE|*

Displays the language code for a particular subscriber. For example, if your subscriber's language is set to English, the merge tag output will display the code en. Use this merge tag to show conditional content based on subscribers' language settings.

*|MC_LANGUAGE_LABEL|*

Displays the plain-text language for a particular subscriber. All languages are written English, so if your subscriber's language is set to German we'll display "German" instead of Deutsch.

*|DATE:X|*

Use *|DATE:X|* to show the current date in a given format. Replace X with the format of your choice. For example, *|DATE:d/m/y|* where d is replaced by the day, m by the month, and y by the year. View a full reference of date options on the PHP website. The merge tag will display as the date the email is sent to the subscriber.

*|LIST:RECENTX|*

Displays a list of links to recent campaigns sent to the audience indicated. Replace X with the number of campaigns to show. If you leave X blank, it will show five.

*|MC:SUBJECT|*

Displays the campaign's subject line.

*|MC:TOC|*

Creates a linked table of contents in your campaign.

*|MC:TOC_TEXT|*

Creates a table of contents in your campaigns as plain-text.

*|MC_PREVIEW_TEXT|*

Use this merge tag to generate preview text in a custom-coded campaign. For more detailed steps on how to use this merge tag, check out Edit Your Email's Subject Line, Preview Text, From Name, or From Email Address.

*|POLL:RATING:x|* *|END:POLL|*

Creates a poll to record subscriber ratings of 1-10. Learn how to add a poll to your campaign.

*|SURVEY|* *|END:|*

Creates a one-question survey with a set number of responses that subscribers can choose from. Learn how to link a survey to your campaign.

*|PROMO_CODE:[$store_id=x, $rule_id=x, $code_id=x]|*

Use this tag to include a promo code in a campaign. Replace the “x” variables in your Promo Code merge tag to specify what promo code to display.

• $store_id identifies your connected store, and is set by the API. It defaults to the earliest connected store. You can retrieve store IDs via our API.
• $rule_id indicates the conditions that must be met in order for a promo code to apply, and is set by the API. For example, a rule that sets a specific discount for a promo code. You can retrieve rule IDs via our API.
• $code_id identifies your promo code, and is set by the API. You can retrieve code IDs via our API.

Feed merge tags

To quickly add RSS content to Regular, Plain-Text, and A/B Testing campaign types, use Feedblock RSS merge tags.

RSS campaigns

Pull RSS content into RSS Campaigns with merge tags. You'll use different tags for different tasks. Use preformatted RSS tags as a simple solution, or customize your feed using channel and item tags.

RSS merge tags

Personalization

Use these merge tags to display subscriber information in your emails or default signup forms and response emails. The following list contains the most common merge tags used for personalization, but you can use any merge tags from your audience.

*|FNAME|*

Inserts your subscriber's first name if it's available in your audience.

*|LNAME|*

Inserts your subscriber's last name if it's available in your audience.

*|EMAIL|*

Inserts your subscriber's email address.

*|PHONE|*

Inserts your subscriber’s phone number if it’s available in your audience.

*|ADDRESS|*

Inserts your subscriber’s address if it’s available in your audience.

Email subject lines

These merge tags add details about your audience, contact information, current date, and more. They're commonly used in subject lines but can also be used in regular campaigns, forms, and response emails.

*|LIST:NAME|*

Inserts the name of your audience.

*|LIST:COMPANY|*

Inserts the name of your company or organization that's listed in the required email footer content for your audience.

*|LIST:SUBSCRIBERS|*

Inserts the number of subscribers in your audience in plain-text.

*|USER:COMPANY|*

Inserts the company or organization name listed under Primary Account Contact info in your Mailchimp account.

*|MC:DATE|*

Displays MM/DD/YYYY or DD/MM/YYYY based on your settings in your account Details.

*|CURRENT_YEAR|*

Displays the current year. This is great if you include a copyright date in your campaign, because it will update automatically every year.

Email footers

These merge tags grab essential information about your audience from the Required Email Footer Content in your Mailchimp account. While they're built for the footer of your Mailchimp campaigns, they can be used anywhere in your campaign.

*|UNSUB|*

Gives your subscribers the opportunity to unsubscribe from your emails. (Required by law and our Terms of Use.).

*|LIST:DESCRIPTION|*

Inserts your audience's permission reminder.

*|EMAIL|*

Inserts your contact's email address. This is commonly used in the unsubscribe link, which helps them know who will be removed if they click the Unsubscribe link.

<a href="*|UNSUB|*">Unsubscribe</a> *|EMAIL|* from these emails.

*|HTML:LIST_ADDRESS_HTML|*

Inserts in your mailing address and the "Add us to your address book" link that points to the vcard (.vcf) file with your address details.

*|LIST:ADDRESS_VCARD|*

Inserts an "Add us to your address book" link to your campaign.

*|LIST:ADDRESS_VCARD_HREF|*

Inserts a text URL that points to your vcard (.vcf) file of your address details. Use this as a link's Web Address to create a linked version. Or use this to translate the Add us to your address book link.

*|LIST:NAME|*

Inserts the name of your audience.

*|ABOUT_LIST|*

Creates a link to the About Your List page.

*|LIST:UID|*

Inserts your audience's unique ID from your audience's hosted forms.

*|LIST:URL|*

Inserts the website URL set in the Required Email Footer Content for this audience.

*|LIST:ADDRESS|*

Inserts your company or organization postal mailing address or P.O. Box as plain text.

*|LIST:ADDRESSLINE|*

Inserts your mailing address as plain text on a single line.

*|LIST:PHONE|*

Inserts your company or organization telephone number.

*|LIST:COMPANY|*

Inserts your company or organization name.

*|LIST:EMAIL|*

Inserts your default "Reply-To" Email set in the Audience name and defaults for this audience.

*|ABUSE_EMAIL|*

Inserts the email address located in the Required Email Footer Content for this audience.

*|LIST:SUBSCRIBE|*

Inserts the URL for your audience's hosted signup form.

*|UPDATE_PROFILE|*

Inserts a link to the contact's update profile page.

*|FORWARD|*

Inserts the URL to your audience's Forward to a Friend form.

Signup confirmation page and welcome email

These merge tags can be added to your audience's Confirmation "thank you" page and Final "welcome" email. They will not work on other pages or emails that are part of the signup process.

*|OPTIN_DATE|*

Displays the date your subscriber confirmed subscription to your emails. Displays MM/DD/YYYY or DD/MM/YYYY based on the settings in your account Details.

*|OPTIN_DATETIME|*

Pulls in the date and time your subscriber confirmed subscription to your emails. Output is based on the settings in your account Details.

*|UNSUB|*

Gives your subscribers the opportunity to unsubscribe from your emails. (Required by law and our Terms of Use.)

*|UPDATE_PROFILE|*

Gives your subscribers the opportunity to change their profile information. Learn more.

Account and audience information

Use these merge tags to display essential details about your audience, your company/organization, or account contact information.

Account information

Each of the following merge tags pull information from the Administrator contact information in your Mailchimp account.

*|USER:COMPANY|*

Displays the company or organization name.

*|USER:ADDRESS|*

Inserts the administrator address for the account on a single line.

*|HTML:USER_ADDRESS_HTML|*

Inserts the administrator address for the account on multiple lines.

*|USER:PHONE|*

Inserts the administrator telephone number for the account.

*|USER:URL|*

Inserts the administrator's website URL.

*|USER:UID|*

Displays the "u" parameter from your hosted Mailchimp audience forms.

Audience information

*|LIST:NAME|*

Displays the name of your audience.

*|LIST:COMPANY|*

Displays the name of your company or organization as set in the Required Email Footer Content for this audience.

*|LIST:SUBSCRIBERS|*

Displays the number of subscribers in your audience in text format.

*|LIST:RECENT|*

Displays the 5 most recently sent campaigns for the audience you're sending to. This is great if you want to show examples of recent campaigns to people who are interested in subscribing. See an example.

*|LIST:RECENTX|*

Displays clickable links to recent campaigns sent to your audience. X is the number of campaigns to show. If a value for X isn't included, we'll pull in the 5 most recent campaigns by default.

*|ARCHIVE_LINK_SHORT|*

Creates a shortened URL to your sent campaign.

*|LIST:DESCRIPTION|*

Pulls in your audience's permission reminder.

*|HTML:LIST_ADDRESS_HTML|*

Pulls in your audience's mailing address and the "Add us to your address book" link that points to the vcard (.vcf) file with your address details.

*|LIST:ADDRESS_VCARD|*

Adds a standalone "Add us to your address book" link to your campaign.

*|LIST:ADDRESS_VCARD_HREF|*

Allows you to create a link in your campaign using this merge tag as the URL to point to your vcard (.vcf) file with your address details.

*|ABOUT_LIST|*

Creates a link to the About Your List page.

*|LIST_HOST|*

Pulls in the "http://yourcompany.us1.list-manage.com/" portion of your hosted form URLs.

*|LIST:UID|*

Pulls in the unique ID for your audience.

*|LIST:URL|*

Pulls in the website URL set under Required Email Footer Content for this audience.

*|LIST:ADDRESS|*

Inserts your audience's mailing address as plain text.

*|LIST:PHONE|*

Inserts your company/organization telephone number as set under Required Email Footer Content.

*|LIST:EMAIL|*

Inserts your default "Reply-To" Email under Audience Name and Defaults.

*|ABUSE_EMAIL|*

Inserts the email address located under Required Email Footer Content.

*|LIST:SUBSCRIBE|*

Adds the URL for your audience's hosted subscribe form. Learn More.

Subscriber counts

Use these merge tags to display the number of subscribed contacts in your audience. For the *|LIST:SUBSCRIBER_BADGE|* tags, each number represents a different badge style.

*|LIST:SUBSCRIBERS|*

Displays a number. You can use this with a text blurb. For example, if you have 100 subscribers, and input "*|LIST:SUBSCRIBERS|* Happy Customers are currently enjoying our newsletters" in your campaign, we'll display "100 Happy Customers are currently enjoying our newsletters."

Social Share

There are a variety of merge tags you can use to connect Mailchimp with your social media accounts, including Twitter, Tumblr, and more.

• Merge Tags for General Sharing

Twitter

*|TWITTER:FULLPROFILE|*

Populates your campaign with your Twitter avatar, follower, tweet, and following counts; a follow link, and your latest tweets.

*|TWITTER:PROFILE|*

Populates your campaign with your Twitter avatar, follower, tweet, and following counts; and a follow link. Doesn't include your latest tweets.

*|TWITTER:PROFILEURL|*

Displays your direct Twitter profile URL. For example: http://www.twitter.com/mailchimp.

*|TWITTER:TWEETS2|*

This lets you control the number of tweets to show in your campaign. Replace 2 with the number of tweets you'd like to display. If you don't include a number, we'll default to your five most recent tweets. Use this in combination with |TWITTER:PROFILE| to customize what you're sharing with your subscribers.

*|TWITTER:PROFILE:TWITTERUSERNAME|*

Can be used to insert multiple Twitter profiles in your Mailchimp campaign. Replace TWITTERUSERNAME with the Twitter display name of any profile you want to show in your campaign. To work properly, the Twitter feed must be publicly available.

*|TWITTER:TWEET|*

Adds a Tweet button to your campaign that allows subscribers to share your campaign page link. By default, the tweet includes your campaign's subject line, your Twitter handle, and a link to your campaign page.

*|TWITTER:TWEET [$text=my custom text here]|*

Includes your own custom text, as opposed to the subject line of your newsletter in your Tweet. Also includes a link to your campaign page. It's important to be aware of the following when using this tag:

• Plain-text only.
• No quotation marks.
• $text needs to be lowercase.
• The space between Tweet and [$text] is intentional and required.

Video

Embedded videos aren't supported in most email clients and are often stripped out completely. If you have videos you want to share, use our video merge tags for Blip.tv, YouTube, Vimeo, Vzaar, and Wistia.

Learn how to add a video to a campaign with merge tags.

Conditional merge tags

When you add conditional merge tags to a specific piece of email content, that content will display only to the recipients who meet the conditions you set. Conditional merge tags can be used in email campaigns and in your audience's Final "Welcome" Email.

Use Conditional Merge Tags

API

Use these merge tags when creating content via the Mailchimp API.

*|EMAIL_UID|*

Pulls in the "e" parameter from hosted form URLs, campaign tracking links, etc.

*|UNIQID|*

Pulls in the $member->email->unique_id; (API function). If used in an email campaign, this tag will pull in your subscriber's unique ID. It can also be used to create unique links for subscribers.

*|CAMPAIGN_UID|*

Displays the unique ID for your campaign.

*|EVENT:PROPERTY|*

Pulls in the $member->email->events->property; (API function). If used in an event-triggered automated email, this tag will pull in the specific property value of an event. For example, let’s say you set up an automation triggered by the event meetup_registered, which has location properties for each city that hosts a meetup. If your content includes “Get ready, |EVENT:location|", a recipient who registered for a meetup in Atlanta will see “Get ready, Atlanta.” Learn more about events.

Content encoding

The content encoding class of merge tags class allows you to modify how the content inside your merge tags is displayed.

*|HTML:YOUR_MERGETAG|*

This tag handles audience field contents as raw HTML and makes no changes. This is a great way to pull in URL parameter values from your audience and include them in your links. For example, if you have a merge tag, *|MYPARAMS|*, and a value includes something like ?id=1234&custom=awesome — in your link, use http://www.yourwebsite.com/*|HTML:MYPARAMS|* to keep the value of your merge tag as-is: http://www.yourwebsite.com/?id=1234&custom=awesome.

*|URL:YOUR_MERGETAG|*

Encodes the value of your merge tag for inclusion in a URL. For example, if you have an audience field with the merge tag, *|QUERY|*, and the value includes something like I love monkeys — in your link, use http://www.yourwebsite.com/*|URL:QUERY|* to URL encode the value like: http://www.yourwebsite.com/I+love+monkeys.

*|TITLE:YOUR_MERGETAG|*

Changes the value of your merge tag to be title case (the first letter in each word is capitalized).

*|LOWER:YOUR_MERGETAG|*

Changes the value of your merge tag to be all lower case.

*|UPPER:YOUR_MERGETAG|*

Changes the value of your merge tag to be all upper case.

Automation

Position and Subject Line Merge Tags

Use these merge tags to automatically display the numbered position of the email within the automation, and more. They can be used in the subject line or body content for automation emails. They should not be used in regular campaigns.

By default, the numbers will display as the digit (1, 2, 3, etc.). Add the following text before the end the merge tag to define how you want the number to display. As an example, you would type *|AUTOMATION:TOTALEMAILS(TEXT)|*. You do not need to replace the text in parentheses with a value.

(DIGIT) – displays a number (1, 2, 3, etc.)
(DIGITORDINAL) – displays a number as an ordinal (1st, 2nd, 3rd, etc.)
(TEXT) – displays the number as text (one, two, three, etc.)
(TEXTORDINAL) – displays the number as ordinal text (first, second, third, etc.)

*|AUTOMATION:TOTALEMAILS|*

Displays the total number of emails in the automation.

*|AUTOMATION:CURRENTPOSITION|*

Displays the current position of the email within the automation.

*|AUTOMATION:NEXTPOSITION|*

Displays the next position in the automation.

*|AUTOMATION:PREVIOUSPOSITION|*

Displays the previous position in the automation.

*|AUTOMATION:NEXTSUBJECT|*

Displays the subject line of the next email in the automation.

*|AUTOMATION:PREVIOUSSUBJECT|*

Displays the subject line of the previous email in the automation.

Leave and Join Automation Merge Tags

Use these merge tags to allow contacts to add or remove themselves from an automation. The Leave Automation merge tag can only be used in its associated automation.

*|AUTOMATION:WORKFLOWREMOVEURL|*

Adds a link to your automated email, so subscribers can remove themselves from an automation. This doesn't remove contacts from the entire audience.

*|AUTOMATION:WORKFLOWADDURL(campaign_id)|*

Adds a link to your campaign, so contacts can join an automation they're interested in. Be sure to replace campaign_id with the automation ID.