Replacement Tags Reference
Usage in Email Content
Replacement tags insert dynamic, per-recipient data into email templates and subject lines. In the Custom HTML editor, right-click to see available tag categories:
- Sender Domain fields
- Content Feed tags
- SubId (for platform integration tracking)
- All contact fields and custom fields
Basic Syntax
| Syntax | Behavior | Example |
|---|---|---|
{FieldName} |
Replaced with the contact's value | {First Name} |
{FieldName##default} |
Uses default if contact has no value | {First Name##Valued Customer} |
Examples
Hello {First Name##there},
We noticed you're in {City##your area}. Check out our latest offers!
If the contact has FirstName = "Sarah" and no City value, this renders as:
Hello Sarah,
We noticed you're in your area. Check out our latest offers!
Conditional Logic
Right-click in the editor > Conditional Attributes to insert conditional blocks.
If / Else
Show content based on whether a field has a value:
{{#if {FavoriteHobby}}}
Oh you like {FavoriteHobby}!
{{else}}
Tell us about your hobbies!
{{/if}}
Unless
Show content only when a field is empty:
{{#unless {First Name}}}
Hey there!
{{/unless}}
Comparison Operators
| Operator | Syntax | Description |
|---|---|---|
| Greater than | {{#greater {Age} 21}} |
True if field value is greater than 21 |
| Less than | {{#less {Age} 18}} |
True if field value is less than 18 |
| Equals | {{#equals {State} "California"}} |
True if field value equals "California" |
| Not equals | {{#notequals {Gender} "Male"}} |
True if field value does not equal "Male" |
| And | {{#and {First Name} {LastName}}} |
True if both fields have values |
| Or | {{#or {First Name} {LastName}}} |
True if either field has a value |
All conditional blocks are closed with the corresponding {{/operator}} tag:
{{#greater {Age} 21}}
You qualify for our premium plan!
{{/greater}}
{{#equals {State} "California"}}
Free shipping to California!
{{else}}
Standard shipping rates apply.
{{/equals}}
Unsubscribe Tags
| Tag | Description |
|---|---|
{EEUnsubscribeLink} |
Inserts the standard Unsubscribe link handled by EmailElement. Recipients who click this link will unsubscribe from the Brand that sent the email. |
{EEUnsubscribeUrl} |
Inserts only the raw unsubscribe URL. Use this tag when you would like to compose your Unsubscribe link with custom styles. |
Global Attributes
These tags are not contact-specific and work across all recipients.
Spintax
Randomly selects one option per recipient:
{Spintax option1|option2|option3}
Example:
{Spintax Check this out|You'll love this|Don't miss this}
Random Number
Generate a different, 6-to-9 digit number for each time it's placed in the template:
{UniqueRandomNumber}
Generate a random 6-to-9 digit number, then reuse the same one for each additional time it's placed in the template:
{StaticRandomNumber}
Random String
Generates a different, 6-to-9 character string (alphanumeric) for each time it's placed in the template:
{UniqueRandomString}
Generates a different, 6-to-9 character string (alphanumeric), then reuse the same one for each additional time it's placed in the template:
{StaticRandomString}
Brand Attributes
These pull from the Brand associated with the Sender Domain:
| Tag | Value |
|---|---|
{BrandName} |
Brand name |
{BrandAddress} |
Street address |
{BrandCity} |
City |
{BrandState} |
State |
{BrandZip} |
Zip / postal code |
{BrandCountry} |
Country |
Contact Attributes
Standard contact fields available as replacement tags:
| Tag | Field |
|---|---|
{Email} |
Email address |
{MD5} |
MD5 hash of the email address |
{MD5U} |
MD5 hash of the email address (uppercase) |
{First Name} |
First name |
{Last Name} |
Last name |
{Middle Name} |
Middle name |
{Full Name} |
Full name |
{Name Prefix} |
Name prefix (e.g., Mr., Mrs., Dr.) |
{Name Suffix} |
Name suffix (e.g., Jr., Sr., III) |
{Date Of Birth} |
Date of birth |
{Age} |
Age |
{Gender} |
Gender |
{Ethnicity} |
Ethnicity |
{Formatted Address} |
Full formatted address |
{Address1} |
Address line 1 |
{Address2} |
Address line 2 |
{City} |
City |
{Postal Code} |
Postal / zip code |
{Zip4} |
ZIP+4 code |
{County} |
County |
{State} |
State |
{Country} |
Country |
{Address Type} |
Address type |
{Phone Number} |
Primary phone number |
{Mobile Number} |
Mobile phone number |
{Work Number} |
Work phone number |
{Phone Number 2} |
Secondary phone number |
{Fax Number} |
Fax number |
{Job Title} |
Job title |
{Company Name} |
Company name |
{Language} |
Language |
{Time Zone} |
Time zone |
{CustomerId} |
Customer ID |
{UserId} |
User ID |
{Status} |
Contact status |
{Signup URL} |
URL where the contact signed up |
{Signup Date} |
Date the contact signed up |
{Signup IP} |
IP address used during signup |
{Signup Type} |
Signup type / source |
{Category} |
Contact category |
Custom fields: Any custom fields defined on your contact lists are also available as replacement tags using {CustomFieldName}.
Subject Line Tags
All replacement tags listed above work in subject lines. Use them for personalization:
{First Name##Hey}, your {Company Name##weekly} update is here
Custom Header Tags
Replacement tags can also be used in custom headers configured on Send Integrations. This enables dynamic header values per recipient for advanced routing or tracking.