Merge tags are a feature in Feathr that enables users to personalize emails, landing pages, and Invites collateral at scale. They are code-enabled phrases that display to the Feathr user as something like:
Hello, {{User.UserAttributes.name}}.
But to the viewer, the end result will look like:
Hello, Lisa.
(Provided, of course, that the viewer's name is Lisa.)
Why Use Merge Tags?
When designing templates in Feathr, you generally have a recipient or viewer in mind. If you are designing an email template to send to 10,000 people, it would be virtually impossible to hand-clone the template 10,000 times and add each recipient's name individually. The use of even a single merge tag in your email template enables each individual recipient to see the email as addressed specifically to them, using their name.
Name, however, is only one of many options for merge tags. In the Feathr template tools, you will see a list of merge tag options similar to the screenshot below:
Any of the default merge tags seen here can be used in your Templates as long as there is associated and correctly-labeled data in your Feathr account. More on that next.
Mapping Merge Tag Data
A merge tag works by referring to data in your Feathr database. Our previous example: {{User.UserAttributes.name}}
tells Feathr to go look up the field "name" in the tracked viewer's person record when that viewer opens a merge-tagged email or views a merge-tagged page. That means the name field in that record must be populated with accurate data for merge tags to work as intended. The same is true of any merge tag you use; the original field that the merge tag refers to must contain accurate data.
There are generally two ways merge tag data is mapped in Feathr: by direct import or by tracked user behavior.
Direct Import
When importing contact or partner lists for email or Invites campaigns, labels at the top cell of any column, can be mapped to data fields in Feathr:
If your Feathr service level allows for custom data, you can name the top cell of a spreadsheet column anything you want, and that name automatically becomes a data field, which can be mapped to a merge tag in your templates.
In this example, favorite color is certainly not a default field, but if you find that information relevant to your email marketing, it can be added as a custom field and mapped to a merge tag.
When the spreadsheet is imported into Feathr, you will have an opportunity to map the data you import to default fields, existing custom fields, or create a new custom field, as seen below:
Data Types
When mapping imported data or creating custom fields, you must select the data type:
Text refers to imported data that needs to be interpreted as text. Most custom fields will fall into this category. Examples would be job title, city, sponsorship level, etc.
Date refers to data that is strictly numerical dates. Feathr uses a date parser to attempt to interpret any data of this type accurately as a date, but for best results, we recommend formatting it as YYYY-MM-DD.
True/False is for data that contains a binary choice. When importing data of this type, use T or F as the input. Examples would be is a member, is a donor, is a sponsor, has submitted form x, has subscribed to list x, etc.
Number is for data that is strictly numerical. Examples would be age, dollars donated, sponsorship value, etc.
List refers to a comma separate values list. The correct format for input for a list data type is item 1, item 2, item 3, item 4, etc.
Tracked User Behavior
Some data that can be used as merge tags does not have to be imported. It is collected by user behavior. For example, if you've connected a lead form from your website to your Feathr account, your prospects and users volunteer information when they submit that form. When information is volunteered like that, it is automatically added to person records in Feathr without the need for any import.
So if your lead form asks for name and email address, and a visitor submits that form, their person record in Feathr will contain that data without the need for a direct import.
Using Merge Tags
The intent behind merge tags is scalable personalization. How you use merge tags will depend on your organization's marketing and communication strategy, but in general, they work well in email templates to replace a personal message. Something like:
Hi {{User.UserAttributes.name}}, we can't wait to see you and every one else from {{User.UserAttributes.companies}} at MergeCon next month! Everything is ready for you to exhibit at booth {{User.UserAttributes.cust_booth_number}}. Don't forget to share your custom reg link for 10% off all attendee registrations for all exhibitor networks. Here is your link: {{User.UserAttributes.cust_custom_registration_url}}
This brief example shows how with just one email template, you can send personalized greetings to every exhibitor. Exhibitor notifications are of course only one of many possibilities.
For more about how to build successful email templates, be sure to check out this article.