Overview
In order to further personalize emails and SMS created using a custom template or a custom campaign, you may want to use merge tags in the text. Merge tags are one way to insert dynamic content into your engagement, like someone's name, the vehicle they currently own, or the name of a Sales person at the Dealership.
When you insert a merge tag into your content, we'll replace the tag with the content stored in the corresponding merge field. For example, you can use the {{recipient.first_name}} merge tag to display each Shopper's first name where the merge tag was placed.
Merge tags vary by account
Not every merge tag in this article is available on every account. The merge tags you can use depend on the data and data sources enabled on each account, so the list you see in your editor may differ from another account's list.
Merge Tags in Emails and SMS
- You may use merge tags in the subject line and body of both email templates and custom campaigns in Audience Activation.
- Merge tags also work inside the dealership disclaimer text.
- You will know if you have used a correctly formatted merge tag, because you will immediately be able to preview the email with the merge tag to the right side of the email editor:
Using Merge Tags
A dropdown list in BOTH the email template editor and custom campaign creator shows the merge tags supported for your account:
Some supported merge tags don't appear in the dropdown. You can type these in manually, exactly as written. They are marked Type manually in the lists below.
Merge Tags
The following merge tags may be used in email templates and custom campaigns, including when duplicating and editing existing email templates or creating new custom templates.
Recipient and Dealer Details
Recipient
{{recipient.first_name}}{{recipient.last_name}}{{recipient.name}}— first and last name{{recipient.email}}{{recipient.phone_number}}
Dealership
{{dealership.name}}{{dealership.short_name}}— defaults to the dealership name{{dealership.phone_number}}{{dealership.phone_number_formatted}}{{dealership.tracked_phone_number}}{{dealership.tracked_phone_number_formatted}}{{dealership.address}}{{dealership.sales.representative.name}}{{dealership.sales.representative.title}}{{dealership.service.representative.name}}{{dealership.service.representative.title}}{{dealership.sms_signature_name}}— defaults to the sales representative name{{dealership.sms_contact_name}}{{dealership.click_to_call_sales_url}}— email only; available when click-to-call is configured on the account{{dealership.click_to_call_service_url}}— email only; available when click-to-call is configured on the account{{dealership.acquisition_disclaimer_text}}{{dealership.inventory_disclaimer_text}}
Website Details
*where lp = dynamic landing page, no_lp = without a dynamic landing page
Both versions are tracked. Tags ending in _url route the shopper through the dynamic landing page. Tags ending in _no_lp_url link directly to the dealer's website.
Tracked, with dynamic landing page
{{dealership.tracked_website_homepage_url}}{{dealership.tracked_website_service_url}}{{dealership.tracked_website_service_scheduler_url}}{{dealership.tracked_website_service_specials_url}}{{dealership.tracked_website_service_customer_reviews_url}}{{dealership.tracked_website_tires_url}}{{dealership.tracked_website_accessories_url}}{{dealership.tracked_website_body_shop_url}}{{dealership.tracked_website_parts_url}}{{dealership.tracked_website_specials_url}}{{dealership.tracked_website_trade_in_url}}{{dealership.tracked_website_vehicle_acquisition_url}}{{dealership.tracked_website_new_srp_url}}{{dealership.tracked_website_used_srp_url}}{{dealership.tracked_website_cpo_srp_url}}
Tracked, without dynamic landing page (no_lp)
{{dealership.tracked_website_homepage_no_lp_url}}Type manually{{dealership.tracked_website_service_no_lp_url}}Type manually{{dealership.tracked_website_service_scheduler_no_lp_url}}Type manually{{dealership.tracked_website_service_specials_no_lp_url}}Type manually{{dealership.tracked_website_service_customer_reviews_no_lp_url}}Type manually{{dealership.tracked_website_tires_no_lp_url}}Type manually{{dealership.tracked_website_accessories_no_lp_url}}Type manually{{dealership.tracked_website_body_shop_no_lp_url}}Type manually{{dealership.tracked_website_vehicle_acquisition_no_lp_url}}Type manually
Untracked
{{dealership.website_homepage_url}}{{dealership.website_service_customer_reviews_url}}Type manually{{dealership.website_new_srp_url}}{{dealership.website_used_srp_url}}{{dealership.website_cpo_srp_url}}
Website URL fallbacks
If a specific website URL isn't configured for the dealership, the merge tag uses a fallback URL instead:
| If this URL isn't configured | The tag uses |
|---|---|
| Tires, service scheduler, service specials, customer reviews, accessories, body shop | Service URL |
| Service, specials, parts, trade-in, new SRP, used SRP, CPO SRP | Homepage URL |
| Vehicle acquisition | Trade-in URL |
Customer Vehicle Details
Each customer vehicle group uses the same set of fields. Combine a group and a field to build the merge tag, for example {{customer.owned_vehicle.make}} or {{customer.upcoming_service_appointment.date_formatted}}.
Vehicle groups
{{customer.last_sold_vehicle}}{{customer.last_serviced_vehicle}}{{customer.last_vehicle_of_interest}}{{customer.last_service_appointment}}{{customer.upcoming_service_appointment}}{{customer.owned_vehicle}}
Fields
{{customer.[group].make}}{{customer.[group].model}}{{customer.[group].year}}{{customer.[group].trim}}{{customer.[group].vin}}{{customer.[group].make_model}}{{customer.[group].description}}— year, make and model, and trim{{customer.[group].mileage}}{{customer.[group].exterior_color}}{{customer.[group].condition}}{{customer.[group].image_url}}{{customer.[group].url}}{{customer.[group].price_formatted}}{{customer.[group].msrp_formatted}}{{customer.[group].equity_payout_formatted}}{{customer.[group].lease_amount_per_month_formatted}}{{customer.[group].lease_end_date_formatted}}{{customer.[group].date}}{{customer.[group].date_formatted}}
Customer Transaction Details
All merge tags in this section are typed in manually.
{{customer.last_transaction.vehicle.equity_payout_formatted}}Type manually{{customer.last_transaction.vehicle.make}}Type manually{{customer.last_transaction.vehicle.model}}Type manually{{customer.last_transaction.vehicle.year}}Type manually{{customer.last_transaction.vehicle.vin}}Type manually
Recall Data
Available when the shopper's last sold vehicle has recall data.
{{customer.last_sold_vehicle.recall_campaign_number}}{{customer.last_sold_vehicle.recall_description}}
KBB Trade-in Estimates
Only available on accounts with Equity Power Up enabled. Each estimate appears only when a value exists for the shopper's owned vehicle.
{{customer.owned_vehicle.estimated_trade_in_fair_formatted}}{{customer.owned_vehicle.estimated_trade_in_good_formatted}}{{customer.owned_vehicle.estimated_trade_in_very_good_formatted}}{{customer.owned_vehicle.estimated_trade_in_excellent_formatted}}
Custom Tags
Custom tags are set up per account. Use the format {{customer.custom_tags.[tag_name]}}.