Merge tags are placeholders you add to your email subject line or body that are automatically replaced with real customer and order data when the email sends. They're what let you say "Hi Sarah" instead of "Hi there" — making automated emails feel personal and relevant.
How to use merge tags
Merge tags are written in double curly braces, like {{ customer.first_name }}. Add them directly to your subject line or email template by typing them in. When the email sends, Follow Up Email replaces each tag with the actual value for that customer.
Common merge tags
Customer tags
| Tag | Output |
|---|---|
{{ customer.first_name }} | Customer's first name |
{{ customer.last_name }} | Customer's last name |
{{ customer.email }} | Customer's email address |
Order tags
| Tag | Output |
|---|---|
{{ order.name }} | Order number (e.g., #1234) |
{{ order.total_price }} | Order total |
{{ order.status_url }} | Link to order status page |
Store tags
| Tag | Output |
|---|---|
{{ shop.name }} | Your store name |
{{ shop.url }} | Your store URL |
Abandoned checkout tags
| Tag | Output |
|---|---|
{{ checkout.recovery_url }} | Link that restores the customer's cart |
{{ checkout.total_price }} | Cart total at time of abandonment |
Using merge tags in subject lines
Subject line personalization is one of the highest-impact uses of merge tags. Examples:
- "{{ customer.first_name }}, you left something behind"
- "Your order {{ order.name }} is on its way!"
- "We miss you, {{ customer.first_name }}"
Where merge tags are available
Merge tags can be used in:
- The email subject line
- The email body text (via the template editor)
- Button link URLs
The available tags vary slightly by campaign type — for example, abandoned checkout campaigns have access to cart and checkout-specific tags that aren't available in lapsed customer campaigns.