Merge tags: personalize every email
Merge tags are placeholders that fill in per reader at send time:
{{firstName}}—the reader's first name{{firstName|Reader}}—with a fallback: readers who never gave a name get "Reader" instead of an awkward blank{{email}}—the reader's address{{unsubscribeUrl}}—an unsubscribe link (one is added to the footer automatically; use this only if you want another in your own words){{preferencesUrl}}—each reader's own email-preferences page (only fills in when you've set up the preference center in audience settings; the footer links it automatically){{webVersionUrl}}—a "view this in your browser" link to the campaign's web version
Your own fields
Fields you add on Subscribers → Fields fill in by the key saved for that field. The campaign and sequence editors list each one, with a copy button.
{{baby_name}}—the value saved on that reader{{baby_name|your baby}}—with a fallback, for readers who have nothing in that field
The key is lower case, and spaces in the label become underscores. It works in the body, the subject (including the second subject of an A/B test), and the preview text, in a campaign and in an automation email.
A blank field with no fallback sends as nothing—the raw tag does not go out. A yes/no field sends as "yes" or "no". A test to an address that is already a subscriber uses that person's values. Any other test, and the editor preview, show the fallback, or nothing if you didn't write one.
A built-in tag wins if a field's key is the same word. {{email}} is always the reader's address, and {{book.title}} is always the book.
One-click tag links
{{addTag:Tag Name}} and {{removeTag:Tag Name}} become that reader's own link. Put the tag inside a link or a button—bare in the paragraph, it turns into a long web address. The tag has to exist on the Tags page first; the send will say so if the name doesn't match.
The page opens when they click, and the tag moves only when they confirm. A mail program that follows every link on its own cannot tag them. Adding a tag this way can start a sequence whose trigger is When a tag is added.
Put a book IN an email—one click, no tags
The full presentation—cover, description, buy button—comes from the Insert a book section row under the campaign editor's formatting toolbar, not from tags: pick the book, choose the blurb or an excerpt (and, when the book has extra graphics attached, which one leads—the flat cover, a 3D render, a creative), pick where the button goes (Amazon, the book's hosted page, or Buy on NewsletterScriv when that title has a product in your catalog), and click Insert. It lands as regular editable text you can trim or reword. Amazon localizes each reader to their own store with your affiliate tag; a NewsletterScriv buy link is the same public checkout page for everyone.
The book tags—your own sentences and subject lines
Choose a book for personalization from your library and {{book.…}} tags fill in wherever the big block can't go—a subject line, the middle of your own sentence. Each one produces plain text or a link address, never a layout:
{{book.title}}—the title, as text. "{{book.title}} is here!" works in a subject line{{book.description}}—the library description, as text{{book.amazonLink}}—a link address: each reader's own Amazon store (a UK reader gets amazon.co.uk), your affiliate tag carried automatically. Select any words, click Link, and paste this as the address—now "grab your copy" is a buy link{{book.page}}—a link address for the book's hosted page here, listing every retailer (the address of the page, not the page itself){{book.buyLink.kobo}}and the other ebook retailers—a link address for any retailer link you saved{{book.buyLink.audible}}—the Audible address, when the audiobook links include one. Other extra links live on the book page, not as their own tags{{book.buyLink.paperback}}and{{book.buyLink.audiobook}}—those formats' Amazon pages, affiliate-tagged and localized per reader the same way as{{book.amazonLink}}, which stays the ebook{{book.excerpt1}},{{book.excerpt2}}—excerpts you stored with the book, as text
If you type a tag that isn't a built-in and isn't one of your fields, it goes out exactly as typed. The editor names those tags on the email. A {{book.…}} tag with no book chosen is still refused at send. Your test email shows the truth.