Merge Tags

Personalizing inline content with user profile traits.

Merge Tags are dynamic placeholders that allow you to insert personalized and variable content into your communications, such as emails, notifications, or messages. With merge tags, you can create messages that address recipients by their name, provide personalized recommendations, or include other dynamic information specific to each individual.

Step 1: Creating Merge Tags

Before you can use a Merge Tag in your content, you have to create one by adding a new entry of the type Ninetailed Merge Tag in your Content Source. There are three fields you should set:

  • Name - The title by which you can add the Merge Tag in your content

  • Fallback - The value that will be used in case no value is available

  • Merge Tag Id - The key from which the value will be retrieved

Keys can be accessed using dot . notation. For example, you might use as the Merge Tag ID to display the user's city. You can also access trait information if you collect it on profiles, such as traits.firstName if you capture names.

What keys and traits are available to you depends on what customer data is being sent to the respective profiles using the Experience API, SDK or upstream data flows.

Step 2: Adding Merge Tags to Content

Merge tags are added to content as inline embedded entries within rich text fields. In this way, merge tags act as variables or placeholders for information that will be dynamically populated. To use a merge tag:

  • Ensure that a Rich Text field of your choosing is configured to support inline embeds of the Ninetailed Merge Tag content type

  • Create at least one Merge Tag in your Content Source

  • Embed the Merge Tag within the rich text field of an entry

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