Personalization tags

    May 31st, 2019

    Personalization tags allow you to include fully personalized content in your messages. You may use the following data in this way:

    • data specified in system fields (first name, surname, email, domain family, etc.)
    • data specified in custom fields (gender, patronymic, name of personal manager and any other data that you store)
    • subscription details (date, time, IP address)
    • geographical location (determined by IP address)
    • system links (subscription manager, unsubscribe link, link to view the web version of the message, confirmation link)
    • date of message delivery
    • information about the list of subscribers
    • segment information
    • information about the current message
    • information about the sender

    Including personalized information resonates with your customers and lets you establish a more intimate connection with them. Furthermore, it leads to more engagement from your subscribers.

    Personalization tags have multiple uses, and which tags are available 

    The following list contains all personalization tags available on the platform. However, please note that not all of them will be useful in all contexts. For instance, *[message_id]* is useless in the Execute code workflow event.


    System Fields
    Tag Description Example
    *[subscriber_id]* Subscriber id 1828
    *[subscriber_email]* Subscriber email address user@example.com
    *[subscriber_email_md5]* Subscriber email MD5 hash b58996c504c5638798eb6b511e6f49af
    *[subscriber_domainfamily]* Subscriber's email domain family Gmail, Yahoo, Outlook.com, AOL...
    *[subscriber_firstname]* Subscriber name (as it appears in the field) John
    *[subscriber_firstname_capitalized]* The first name of the subscriber in the standard form (with the first letter capitalized) Helen (even if the value of the field is HELEN)
    *[subscriber_lastname]* Subscriber's last name (as it appears in the field) Smith
    *[subscriber_lastname_capitalized]* The last name of the subscriber in the standard form (with the first letter capitalized) Jones (even if the value of the field is JONES)
    *[subscriber_name]* Subscriber's first and last name
    (the tag combines *[subscriber_firstname]* and *[subscriber_lastname]*)
    John Smith
    *[subscriber_vendor]* The source of subscriber data landing_1
    *[subscriber_trackingcode]* Tracking code popup_form_1
    *[subscriber_last_activity]* The date and time when the subscriber was last active 07/20/2018 2:20:58 PM
    *[subscriber_last_message]* The date and time of the last message sent to the subscriber 07/14/2018 6:00:10 PM

    Custom fields

    Tags for custom fields are created as follows: *[subscriber_attribute_name]*, where name is the name of the custom field.


    Subscription Details
    Tag Description Example
    *[subscriber_signup_ip]* Subscriber IP at the time of subscription 192.168.23.123
    *[subscriber_signup_date]* Subscription Date 12/07/2015
    *[subscriber_signup_time]* Subscription Time 12:44:56
    *[subscriber_signup_datetime]* Subscription Date and Time 12/07/2015 12:44:56 PM

    Geographical location (based on IP address)
    Tag Description Example
    *[subscriber_geocountry]* Subscriber's country Germany
    *[subscriber_geostate]* Subscriber's state/region Bavaria
    *[subscriber_geocity]* Subscriber's city Munich
    *[subscriber_geozipcode]* Subscriber's ZIP Code 81234

    System links
    Tag Description Example
    *[link_preferencecenter]* Preference center link https://clics...
    *[link_unsubscribe]* Unsubscribe link https://clics...
    *[link_unsubscribe_multiple_lists_x_yy_zzz]* Unsubscribe link for several lists (x, yy, zzz - ID sheets of subscribers. You can specify any number of IDs, separated by an underscore - "_") https://clics...
    *[link_viewinbrowser]* Link to the web version of the message https://clics...
    *[link_confirm]* Subscription confirmation link (only for confirmation emails) https://clics...

    Delivery date
    Tag Description Example
    *[message_day]* The day of the month on which the message was sent (number) 28
    *[message_dayofweek]* The day of the week on which the message was sent Thursday
    *[message_shortdate]* Short date when the message was sent 09.28.2015
    *[message_longdate]* Full date when the message was sent September 28, 2015
    *[message_month]* The month in which the message was sent November
    *[message_monthnumber]* The month in which the message was sent (number) eleven
    *[message_year]* The year in which the message was sent 2015

    Information about the list of subscribers
    Tag Description Example
    *[list_name]* The name of the list subscribers_daily
    *[list_friendly_name]* The friendly name of the list Daily Digest
    *[list_id]* List ID 72

    Segment Information
    Tag Description Example
    *[segment_name]* Segment name subscribers_france_female
    *[segment_id]* Segment ID 123

    Message Information
    Tag Description Example
    *[message_id]* ID of the message 123
    *[message_guid]* GUID of the message 6F9619FF-8B86-D011-B42D-00CF4FC964FF
    *[message_subject]* Subject of the message New promotion only until the end of the week!
    *[message_version_id]* ID version of the message (for a split test) 6263

    Sender Information
    Tag Description Example
    *[sender_fromemail]* Sender email address (from the From field) sender@domain.com
    *[sender_fromname]* Sender name Henry Jones
    *[sender_replytoemail]* Email address for replies replyto@domain.com
    *[sender_replytoname]* Name for replies Harry Black
    *[sender_id]* Sender account id 1028

    The physical address of the sender (depends on the business unit settings or the settings of the subscriber list)
    Tag Description Example
    *[customer_city]* Sender's city Munich
    *[customer_company]* Sender's company ExpertSender
    *[customer_country]* Sender's country Germany
    *[customer_state]* Sender's state/region Bavaria
    *[customer_street]* Sender's street 1600 Pennsylvania Avenue
    *[customer_street2]* Extra location BC "Pyramid" 3rd floor, of. 324
    *[customer_zip]* Sender index or ZIP 125167

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