How to set up and use Custom Merge Tags (Custom Fields)

What are Merge Tags?

Merge tags serve as placeholders or variables that represent contact data from your CSV file. Whether it's the first name, last name, company, or other information, merge tags enable you to personalize your emails with this contact data.

Why Merge Tag?

You can customize your emails for each recipient, adding a personal touch that leaves a lasting impression. By inserting specific text areas dynamically into your email content, you can create messages that directly address your reader's interests, needs, and preferences.

How to Set up (Insert) Merge Tags in your Email Campaign?

Mailarrow includes the necessary merge tags by default. And also you can enhance your customization by incorporating as many merge tags as you like.

Quick tip: Remember that merge tags are case-sensitive. So, "{{hi}}" and "{{HI}}" aren't the same. It might seem minor, but it can significantly impact your email personalization.

For example, {{Last Name}} is not equal to {{ Last Name }} and {{Last Name}} is not equal to {{ LastName }}

Step 1

Log into your Mailarrow account and navigate to the Sequence tab on your Campaigns.

Step 2

On the Sequence tab, click on your email.

Step 3

Choose "Merge Tags" from the pop out menu; in this example, we've selected {{First Name}}. You can insert a Merge Tag into the email body by clicking on it.

What are Custom Merge Tags?

Custom merge tags act as special placeholders in your email templates. They enable you to incorporate personalized or specific details into your messages, ensuring a tailored approach for each recipient.

Why Custom Merge Tags?

Custom merge tags offer immense flexibility for incorporating unique details in your emails. While standard merge tags cover basics like first names or email addresses, custom merge tags take it a step further. They allow you to include custom fields such as customer IDs, account numbers, or any other specific data relevant to your business.

With custom merge tags, you gain the ability to tailor your templates to various scenarios or target specific groups. Whether it's a campaign, event, or promotion, you can create merge tags that align with the context and purpose.

These custom merge tags elevate your emails by making them more personalized, efficient, and adaptable. You'll deliver content that is relevant and engaging to each recipient, fostering a stronger connection.

How to Create Custom Merge Tags?

Step 1

In the left menu, select "Campaigns", choose the campaign you need, and then go to the "Prospects" tab.There are 2 ways to add Custom Merge Tags

Step 2.1

In the drop-down menu, select Import from CSV, and then upload the CSV file.After uploading the CSV file, click continue, then we see the Mailarrow Variable column where we can select an existing tag or add our own in the drop-down list.By clicking Add new variable, a pop-up window will appear where you can add your tag.

Step 2.2

You can also add your own tag for individual recipients. To do this, click the three dots in the recipient field on the right side and then click edit.On the right, you will see the Prospect Editor, scroll down to Custom Properties and the Add button.By clicking Add, a pop-up window will appear where you can add your tag.

To customize your email content with specific details, you can insert variables in the body. This enables you to incorporate individual custom field data for each contact, enhancing the precision and effectiveness of your emails. When the sequence sends out the emails, the system automatically selects the data for each contact, ensuring personalized emails are delivered to each prospect.

What is Fallback Text?

Fallback Text is a fixed value assigned to a custom field (variable) when a specific value for the custom field is unavailable for a prospect.

Why Fallback Text?

Imagine you upload a CSV file to import prospects, and the file is missing certain details for some of the prospects (as shown below):By using fallback text, you can establish a default value for each custom field in case the data are missing for any prospect. When personalized or specific data is temporarily unavailable, fallback text acts as a practical placeholder, providing a generic but meaningful representation of the intended content.

For Example: 

Hello {{First Name}},

For some of your contacts, the First Name is empty, it'll display:


In Mailarrow, it'll look like this:

Hello {{First Name|'Friend'}},

If the First Name is empty, it'll then display:

Hello Friend,

How to set fallback text?

First, click Insert Variable

Then you can select Variable Name and Fallback in the pop-up window.
Press Insert and see the result:Don't forget to click the save button.