Start hereHow to use a tag
Three things to know
- Every tag is wrapped in double curly braces — for example
{{contact.first_name}}. - Tags are case-sensitive and lowercase.
{{contact.first_name}}works;{{Contact.First_Name}}does not. - Place tags almost anywhere you compose — the body, subject line, preview text, and "from name" of an email or text, plus workflow messages, funnel pages, and documents.
No HTML in a text message — just type the tag inline, like "Hi {{contact.first_name}}, see you soon!"
Not just emailWhere these work
The same tags personalize almost anything you send or publish. The exact fields available vary a little by surface and by what's enabled on your account, but they work across:
- Emails — campaigns, templates, and one-off sends (body, subject, preview text, from-name)
- Text messages (SMS) — type the tag straight into the message
- Workflows & automations — email, SMS, and internal notification steps
- Funnels & websites — page copy and custom values
- Documents & invoices — contracts, proposals, and invoice fields
- Calendar booking pages — confirmation and thank-you screens
The unsubscribe options below are email-specific — everything else on this page works anywhere in the list above.
Empty values: if a contact has no value for a tag (say they never gave a first name), it renders as blank — so "Hi {{contact.first_name}}," can become "Hi ,". Add a fallback greeting or keep the sentence natural without it.
No tags match that search.
Most usedContact details
The person receiving the email. First name is the one you'll reach for most.
{{contact.first_name}}First name only — the go-to for a greeting{{contact.last_name}}Last name only{{contact.name}}Full name{{contact.email}}Email address{{contact.phone}}Phone number, formatted{{contact.phone_raw}}Phone number, digits only (no spaces or dashes){{contact.company_name}}The contact's company / business name{{contact.full_address}}Complete street address{{contact.address1}}Street address line{{contact.city}}City{{contact.state}}State / region{{contact.postal_code}}Zip / postal code{{contact.timezone}}The contact's time zone{{contact.date_of_birth}}Date of birth{{contact.source}}Where the lead came from{{contact.website}}The contact's website URL{{contact.id}}Unique contact identifierAny custom field you've created also works — its tag looks like {{contact.your_field_name}}. Browse them from the personalization picker in the email builder.
Email · required by lawUnsubscribe options
Every marketing email needs one working opt-out. Here's the tag, the three ways to add it, what happens when someone clicks, and copy-paste examples.
{{unsubscribe}}Renders as a whole clickable "Unsubscribe" link when the email sends. Place it on its own — don't put it inside an <a href="…">.{{email.unsubscribe_link}}The raw opt-out URL — the "Unsubscribe Link" value under the Email custom-values section. Use this one inside an <a href="…"> when you want your own styled link or button.Three ways to add an unsubscribe link
- Automatic footer link (default). Toggle Include Unsubscribe Link ON at Settings → Business Profile → General. A link is added to every email footer automatically — you type nothing.
- The
{{unsubscribe}}tag. In the email builder, place your cursor where you want it and type or paste the tag. It becomes a clickable "Unsubscribe" link when the email sends. - The Email custom value. Insert "Unsubscribe Link" from the personalization picker → Email section. This gives you the raw opt-out URL (
{{email.unsubscribe_link}}) to drop into your own styled link or button'shref.
Pick one method per email. The default footer link and a manual tag together produce two unsubscribe links — it looks broken and hurts deliverability. If you turn the footer toggle OFF, you must add {{unsubscribe}} yourself to stay compliant.
What happens when they click — unsubscribe flows
This controls the opt-out experience, set once for the whole account at Marketing → Emails → Campaigns → Settings (gear icon) → Unsubscribe.
- One Step. One click unsubscribes instantly, then shows feedback options. Lowest friction — best for minimizing spam complaints.
- Two Step. The contact gets a confirmation and must verify before the opt-out completes. Good for engaged / high-value lists where accidental opt-outs are costly.
- Dynamic (recommended). Unsubscribes immediately (One Step) unless the click lands within 5 minutes of delivery or the contact is under 1 hour old — then it asks for confirmation (Two Step). Blocks bot and prefetch opt-outs while staying easy for real people.
Example 1 — simplest. Leave the default footer toggle ON and add nothing to your HTML. Every email gets a compliant footer link automatically.
Example 2 — place the tag yourself in a Custom HTML block. Put it on its own line; it becomes the link:
Example 3 — wrap it in your own copy. You can put text around the tag (but not inside an <a href>):
Example 4 — a fully branded button. The {{unsubscribe}} tag renders as its own plain link and can't be styled. To style your own link or button, put the raw opt-out URL — {{email.unsubscribe_link}} — inside the href:
Insert it from the personalization picker → Email → Unsubscribe Link so the spelling is exact. Don't hand-type a URL — only the real token records the opt-out.
Compliance: a working unsubscribe link is required under CAN-SPAM and GDPR. Don't replace the tag with a hand-typed URL (it won't record the opt-out), and keep it to one link per email.
Your detailsYour business
Your own company info — handy for signatures and footers so you set it once.
{{location.name}}Your business name{{location.phone}}Business phone, formatted{{location.phone_raw}}Business phone, digits only{{location.email}}Business email address{{location.website}}Business website URL{{location.full_address}}Complete business address{{location.address}}Business street address{{location.city}}Business city{{location.state}}Business state{{location.country}}Business country{{location.postal_code}}Business postal code{{location.logo_url}}URL of your business logo image{{location_owner.first_name}}Owner's first name{{location_owner.last_name}}Owner's last name{{location_owner.email}}Owner's email{{location.id}}Unique account identifierThe senderAssigned user & signature
The team member the contact is assigned to — good for "your host" style emails.
{{user.first_name}}Assigned user's first name{{user.last_name}}Assigned user's last name{{user.name}}Assigned user's full name{{user.email}}Assigned user's email{{user.phone}}Assigned user's phone, formatted{{user.phone_raw}}Assigned user's phone, digits only{{user.email_signature}}The user's saved email signature block{{user.calendar_link}}The user's booking / calendar linkBookingsAppointment & booking
Populated in appointment confirmations and reminders. Includes reschedule / cancel links and add-to-calendar buttons.
{{appointment.title}}Appointment / tour name{{appointment.start_time}}Start date and time{{appointment.only_start_date}}Start date only{{appointment.only_start_time}}Start time only{{appointment.end_time}}End date and time{{appointment.only_end_date}}End date only{{appointment.only_end_time}}End time only{{appointment.day_of_week}}Day name (e.g. Saturday){{appointment.month}}Month number{{appointment.timezone}}Appointment time zone{{appointment.meeting_location}}Meeting point / address{{appointment.notes}}Appointment notes{{appointment.reschedule_link}}Link for the guest to reschedule{{appointment.cancellation_link}}Link for the guest to cancel{{appointment.add_to_calendar}}Generic add-to-calendar link{{appointment.add_to_google_calendar}}Add-to-Google-Calendar link{{appointment.add_to_ical}}Add-to-iCal / .ics link{{appointment.user.name}}Assigned host's name{{appointment.user.email}}Assigned host's email{{appointment.user.phone}}Assigned host's phone{{calendar.name}}Name of the calendar the booking belongs toLive datesCurrent date & time
Resolve to the moment the email sends — useful for "as of today" copy and dynamic footers.
{{right_now.day_of_week}}Current day name{{right_now.day}}Current day number{{right_now.month}}Current month number{{right_now.month_name}}Current month name{{right_now.year}}Current year{{right_now.middle_endian_date}}Today's date, MM/DD/YYYY{{right_now.little_endian_date}}Today's date, DD/MM/YYYY{{right_now.hour}}Current hour (24-hour){{right_now.hour_ampm}}Current hour (12-hour){{right_now.minute}}Current minute{{right_now.ampm}}AM / PM indicatorRareMessage & event
Reference the message itself or a campaign event date.
{{message.subject}}This message's subject line{{message.body}}This message's body content{{campaign.event_date_time}}Campaign event date and time{{campaign.event_date}}Campaign event date only{{campaign.event_time}}Campaign event time onlyAdvancedLead source & attribution
Where a contact came from — first touch and most-recent touch. Handy for internal notifications, rarely for guest-facing email.
{{contact.attributionSource.sessionSource}}First session source{{contact.attributionSource.url}}First landing page URL{{contact.attributionSource.campaign}}First campaign name{{contact.attributionSource.utmSource}}First UTM source{{contact.attributionSource.utmMedium}}First UTM medium{{contact.attributionSource.utmContent}}First UTM content{{contact.attributionSource.referrer}}First referrer URL{{contact.lastAttributionSource.sessionSource}}Most recent session source{{contact.lastAttributionSource.url}}Most recent landing page URL{{contact.lastAttributionSource.campaign}}Most recent campaign name{{contact.lastAttributionSource.utmSource}}Most recent UTM source{{contact.lastAttributionSource.utmMedium}}Most recent UTM medium{{contact.lastAttributionSource.referrer}}Most recent referrer URLPaymentsInvoices
Only populate inside invoice emails and documents.
{{invoice.name}}Invoice name{{invoice.number}}Invoice number{{invoice.issue_date}}Issue date{{invoice.due_date}}Due date{{invoice.sub_total}}Subtotal amount{{invoice.discount_amount}}Discount value{{invoice.tax_amount}}Tax value{{invoice.total_amount}}Total amount due{{invoice.url}}Payment link{{invoice.customer.first_name}}Customer first name{{invoice.customer.name}}Customer full name{{invoice.customer.email}}Customer email{{invoice.company.name}}Your company name on the invoice{{invoice.company.logo}}Your company logo URLBefore you sendA few tips
Always send yourself a test. Merge fields only resolve against a real contact record, so the live preview and a test send are the only reliable way to confirm the first name, dates, and unsubscribe link all render correctly.
Watch the empty-value trap. Write sentences that still read cleanly if a tag comes back blank, or set a fallback so a missing first name never leaves an awkward gap.
Custom fields work too. Anything you've added to a contact record is available as {{contact.your_field_name}} — use the personalization picker in the builder to grab the exact spelling rather than typing it from memory.