{"id":16032,"date":"2023-07-22T14:26:22","date_gmt":"2023-07-22T14:26:22","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=16032"},"modified":"2026-02-03T18:18:30","modified_gmt":"2026-02-03T18:18:30","slug":"how-to-use-and-fix-personalized-tags-in-emails","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/how-to-use-and-fix-personalized-tags-in-emails\/","title":{"rendered":"How to Use and Fix Personalized Tags in Emails"},"content":{"rendered":"

Ever received an email with your name in the subject line or in the email body? Did you appreciate the fact that the sender was addressing you directly? Personalization like this is just one of the many engaging features of modern email marketing. What makes it possible? A tiny piece of behind-the-scenes tech: personalized tags.<\/span><\/p>\n

In this article, we’re taking a look at how to use these tags. We’ll also learn about how to fix them when things go wrong.<\/p>\n

First, let\u2019s unpack what personalized tags in emails are and what they do beyond just being able to address the receiver by name.<\/p>\n

What are personalized tags in email?<\/b><\/h2>\n

Personalized tags, also known as merge tags or dynamic tags, are placeholders in your email content that are dynamically replaced with relevant information for each recipient. Every subscriber list you create starts with default fields like “Name” and “Email address,” but you can also add custom fields to collect additional information. When you send your email, the tags are replaced with the specific details of each recipient. For example, a clothing retailer could use a “first name” personalization tag to address each subscriber by their name.<\/span><\/p>\n

Using these tags in your email marketing campaigns has many benefits. Firstly, personalized emails have been shown to have <\/span>26% higher open rates<\/span>. When subscribers see their name or other personal information in the email, they are more likely to pay attention and respond to your message. The tags also allow you to segment and target your audience more effectively. This makes it easier to deliver relevant content to specific groups in line with their preferences and behaviors.<\/span><\/p>\n

Best Practices for Personalized Tags in Email Marketing<\/b><\/h2>\n

To use tags effectively in your email marketing, it’s important to follow these best practices:<\/span><\/p>\n

Segment your audience\u00a0<\/b><\/h3>\n

Before using dynamic tags, ensure that you have <\/span>segmented your audience<\/span><\/a> based on relevant criteria. This means you need to be sure that the segment of your audience you’ll be addressing has the necessary data for your tag to work.\u00a0<\/span><\/p>\n

For example, imagine you are creating an email for your eCommerce apparel brand and mentioning your subscriber’s favorite print. Make sure the audience receiving this email to has this data associated with their profiles. This way, you\u2019ll avoid broken dynamic tags and ensure that the information for each contact is available in your marketing database.<\/span><\/p>\n

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Set default values<\/b><\/h3>\n

If some recipients don’t have data associated with a specific field, set default values or fallback terms to substitute for missing subscriber data.\u00a0<\/span><\/p>\n

For example, if you’re using the recipient’s first name in your email’s subject line, make sure you add a fallback or default term like “friend” or “bestie” (or something relevant to your brand) to ensure your email platform has something to use for those profiles without a first name associated with their emails instead of adding just a white space. This ensures that even if certain information is unavailable, your emails still display meaningful content and make sense.<\/span><\/p>\n

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Collect data effectively<\/b><\/h3>\n

To use personalized tags beyond default fields, collect data through subscription forms, import data from external systems, or leverage integrations with other tools. This enables you to gather more information about your subscribers and personalize your emails accordingly.\u00a0<\/span><\/p>\n

This is becoming increasingly important as digital marketing relies more on zero and first-party data, so there’s no better time to start thinking about <\/span>how to collect relevant data<\/span><\/a> for your list and leverage it in your email marketing strategy.<\/span><\/p>\n

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Test your personalized tags<\/b><\/h3>\n

Before sending out your email campaign<\/span><\/a>, thoroughly test your personalized tags to ensure they are functioning correctly.<\/span><\/p>\n

In many email automation platforms, you can’t check your personalized or dynamic tags on the preview tools they provide. The best way to ensure the tag works is to do a one-time send-out of your email campaign to your email address and check it right in your inbox.<\/span><\/p>\n

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Don\u2019t overuse tags<\/b><\/h3>\n

While personalization is important, avoid using too many personalized tags in a single email. Excessive use may make your email appear cluttered or spammy.<\/span><\/p>\n

Fixing Common Issues with Personalized Tags<\/b><\/h2>\n

While personalized tags can significantly enhance your email marketing efforts, they may occasionally encounter issues. Here are some common issues you may encounter and tips for resolving them:<\/span><\/p>\n

Blank tag<\/b><\/h3>\n

If a personalization tag doesn’t have any fallback term and there’s no data to show, a blank space will be inserted. This can result in unintended sentence structure issues. Always include fallback terms to avoid such problems.<\/span><\/p>\n

Dynamic tags not working<\/b><\/h3>\n

Some tags may only work when the email is part of an automation triggered by subscriber actions on your website. Ensure that you have set up the necessary triggers and conditions for your dynamic tags to function correctly.<\/span><\/p>\n

Syntax errors<\/b><\/h3>\n

Check if your merge tag syntax is correct. Make sure that the merge tag name is surrounded by the special characters (either brackets or asterisks) your email automation platforms requests.\u00a0<\/span><\/p>\n

Using Personalized Tags in Klaviyo<\/b><\/h2>\n

Klaviyo is a popular email marketing platform known for its robust features that allow you to implement personalized tags. Here is a step-by-step overview of how you can add personalized tags in Klaviyo to enhance your email campaigns:<\/span><\/p>\n