Merge tags or fields are pieces of information from individual stakeholder profiles that can be inserted into outbound email messages. These data points are customized for each individual stakeholder who receives the email and are automatically populated once the message has been sent.

For example, instead of “Dear Supporter” as a greeting, you could substitute in the [first-name] merge tag for “supporter”, so that—once delivered—the email would read to individuals as “Dear Tom” or “Dear Sarah”.

You will also have the ability to assign a fallback value, meaning you choose what text displays if a stakeholder profile does not contain the merge information.