Merge Tags
Merge Tags is one of my favorite simple yet powerful functions built into the Mailchimp platform. It makes all of your data more useful. It’s a text-based identifier for account information and audience field content such as First name or Email address.
It’s powerful because you can use these placeholders to make your bulk marketing emails a little more personal and special for your contacts. You can also use them, and you’ll see them appear by default, in the footers of campaign templates to pull in account information to keep all your emails and content compliant with laws such as CAN-SPAM, as we noted in an earlier chapter.
More recent trends identified by Mailchimp show that contacts are 29% more likely to open personalized emails and those emails drive six times more transactions than generic ones.
The more specific emails are, the more engagement they will drive over time.
Additionally, as you add merge tags, you can also choose to...