Merge Tags

Merge tags personalize each email per recipient. Write {{first_name}} once in your subject or body, and every contact receives their own name. They work in campaigns and in automation send email steps — in both the subject line and the body.

Available merge tags

Tag	Replaced with
{{email}}	The contact’s email address
{{first_name}}	First name
{{last_name}}	Last name
{{full_name}}	First and last name combined
{{company}}	Company
{{phone}}	Phone number
{{country}}	Country
{{site_name}}	Your site’s name
{{site_url}}	Your site’s URL
{{unsubscribe_url}}	The contact’s personal unsubscribe link

How empty values behave

If a contact has no value for a tag — no first name, say — the tag is simply removed from that contact’s email. Unknown or misspelled tags are stripped too, so a typo never leaks raw {{curly_braces}} into a subscriber’s inbox. The flip side: write your copy so it still reads naturally with the tag missing.

“Hi {{first_name}},” becomes “Hi ,” for a nameless contact. “Hi there {{first_name}}” degrades more gracefully — or better, collect first names on your signup forms.

The unsubscribe tag

{{unsubscribe_url}} is special: place it wherever you want your unsubscribe link (typically the footer). If a campaign body doesn’t include it, Send Emails appends a standard unsubscribe footer automatically — required for compliant bulk email. Full details in Unsubscribe & Compliance.

Custom merge tags (developers)

The tag list is filterable — add your own values with the sende_merge_tags filter:

add_filter( 'sende_merge_tags', function ( $values, $contact ) {
    $values['account_url'] = home_url( '/my-account/' );
    if ( $contact ) {
        $values['city'] = $contact->get_meta( 'city' );
    }
    return $values;
}, 10, 2 );

Every key becomes a {{tag}} available in campaigns and automations. More extension points in the Developer Reference.