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

Put a book IN an email—one click, no tags

The full presentation—cover, description, buy button—comes from the Drop a book in 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), and click Insert. It lands as regular editable text you can trim or reword, and the buy button sends each reader to their own country's Amazon store with your affiliate tag attached.

The book tags—your own sentences and subject lines

Attach a book 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 friends—a link address for any retailer link you saved
• {{book.excerpt1}}, {{book.excerpt2}}—excerpts you stored with the book, as text

If you type a tag that doesn't exist, it goes out exactly as typed—the composer warns about the common cases (like a {{book.…}} tag with no book attached), and your test email shows the truth.