Content merge tags can be used in two different ways. They have a form of templating variable (eg. [% recipient.LAST_NAME -%]), or s simple merga tag (eg. [LAST_NAME]). There is a big difference in how these two are used.
Merge tag can be used in message body, subject and template and is not subject to any operations. It will be directly replacede by a string with the data from the recipient record.
Example merge tag use: You have [CUSTOM1] point on your account. Your price is $[CUSTOM2].
Variable on the other hand can be used in templates for IF/ELSE statements, matching, loops, etc. They are treated as data and can be subject to further operations.
The variable naming represents the dat source. It can be based on recipient data - then it's [% recipient.FIRST_NAME -%]
or supplied data structure (coming from API or data source) and then it's [% shared.BRANCH_NAME -%], or [% data.NAZEV_STRUKTURY -%].
Example variable use:
Order number [% shared.ORDER_NUMBER -%] is ready for shipping. Total price is $[% IF recipient.CUSTOM1 =='a' -%]900[% ELSE -%]1000[% END -%].
Example of combining variables and merge tags:
Watch out, [% IF recipient.FIRST_NAME !='' -%][SKLONUJ 5,j,1][FIRST_NAME][/SKLONUJ], [% ELSE -%][% END -%] do you know how many point you have?
System links are special links that provide access to global features like browser preview or recipient unsubscribe.
[SIGNOUT] - link to recipient unsubscribe page that is usually placed in the footer of the email message. The [SIGNOUT] tag contains only the URL for the unsubcribe page allowing the designer of the message to customize the wording and visual of the link in the email. If the tag is not present in the body of the email a default unsubscribe link will be placed at the top of the email message.
[PREVIEW] - link for browser preview that is usually placed in the header of the email message to allow recipients with difficulties viewing the content of the email to display it in the browser.
If there is a need to display different content in the browser view this can be achieved using a condition using the shared.WEBVIEW variable, eg.: [% IF shared.WEBVIEW=='TRUE' -%]show in browser[% ELSE -%]show in email[% END %]
[PRINT] - link to a printer friendly version of the email that will use high-contrast greyscale display suitable for printing.
[CONFIRM_URL=xxx] - link to record recipient consent - suitable for messages sent using for example legitimate interrest to acquire consent. Replace "xxx" with the URL of the target page after consent is recorded, eg. thank you page on your website. Click on this link will record all relevant information for proof of consent as required by law.
Recipient related information valid at time of send. These values are sourced from the recipient record in the mailing list at the time of send. In case an API call has been used to send the message and recipient information has been part of the API call the information from the call takes precedence.
[VOCATIVE] - vocative
[PREFIX] - recipient's title
[FIRST_NAME] - recipient's first name
[LAST_NAME] - recipient's last name
[NICK_NAME] - recipient's nick name
[GENDER] - recipient's gender (M/F)
[EMAIL] - recipient's email address
[REPLY_TO] - recipient's reply-to address
[PHONE] - recipient's phone number
[MOBILE] - recipient's mobile phone number
[FAX] - recipient's fax number
[STREET] - recipient's street address
[ZIP] - recipient's ZIP code
[CITY] - recipient's city
[COUNTRY] - recipient's country
[STATE] - recipient's state
[CUSTOM1] - recipient's custom field no.1
[CUSTOM2] - recipient's custom field no.2 etc... max number of custom fields is 25
[POLL XX] - poll where "XX" is the poll ID
Acquired recipient data:
[ENG_SCORE] - engagement score (values 0-5, larger the better)
[ENG_TREND] - engagement trend (values -2, -1 for negative, 0 for neutral and 1, 2 for positive)
[GEO_CONTINENT] - continent
[GEO_COUNTRY] - country
[GEO_REGION] - state
[GEO_CITY] - city
[GEO_OS] - operating system
[GEO_BROWSER] - browser or email client
All of the above tags also exist in the recipient.TAG structure as variables, eg. recipient.FIRST_NAME.
It's often useful to have access to the campaign settings from the body of the campaign itself. To acomplish this you can use tags that provide campaign information.
[CAMPAIGN_NAME] - full name of the campaign
[CAMPAIGN_NAME_LC] - lower case name of the campaign without special characters and spaces (suitable for Google Analytics codes)
[SUBJECT] - campaign subject (ideal for the html title tag)
In addition there is an email.CAMPAIGN_VARIANT variable for A/B tests that allows to identify different variants of campaign within the template and increase the possibilities of A/B testing using dynamic content directly in the tempaltes. Variable can be of the A, B or empty value (of A/B testing is not being used).
[% IF email.CAMPAIGN_VARIANT == '' -%]content without A/B test [% ELSIF email.CAMPAIGN_VARIANT == 'A' -%]A version of the content [% ELSE -%]B version of the content[% END -%]
Campaigns can be personalised with date and time information at the time of send. Date and time tags allow you to place current date and time at the time of send in various formats. For advanced date and time operations in the templates please see the date & time templating functions.
[SEC] - second
[MIN] - minute
[DAY] - day of month (eg. 05)
[SDAY] - short day of month without leading 0 (eg. 5)
[DAYOFWEEK] - day of week
[DAYOFYEAR] - day of year
[WEEK] - week number
[MONTH] - month number (eg. 03)
[SMONTH] - short month number without leadin 0 (eg. 3)
[YEAR] - year (eg. 2016)
[SYEAR] - short year format without leadin 0 (eg. 16)
All of the above tags also exist in the email.TAG structure as variables, eg. email.YEAR.
To share campaigns on social networks and have the shares tracked a special set of tags provide custom email content display links. Links generated by these tags lead to a custom display of the email message content with independent personalization and tracking preventing disclosure of information about its original recipient. Please note that the tag only creates a link to the content and doesn't provide the sharing feature itself.
Facebook - [SHAREFB] provides URL for Facebook sharing
Twitter - [SHARETW] provides URL for Twitter sharing
Google+ - [SHAREGP] provides URL for Google+ sharing
LinkedIn - [SHARELI] provides URL for LinkedIn sharing
Pinterest - [SHAREPIN] provides URL for Pinterest sharing
Obecné - [SHAREGEN] provides URL for generic sharing, eg. other social networks or placement on company website.
All of the above tags also exist in the email.TAG structure as variables, eg. email.SHAREFB.
Tags used in the main template file to access campaign content areas:
[CONTENT] a [CONTENT_TXT] - loads the campaign content area into the template. If [CONTENT_TXT] is used the content will be converted to plain-text stripping all HTML code. Each campaign can have up to 10 independent content areas - their use is based on the placement using the tags [CONTENT2], [CONTENT3], [CONTENT4] to [CONTENT10] resp. [CONTENT2_TXT], [CONTENT3_TXT], [CONTENT4_TXT] to [CONTENT10_TXT] for their plain-text variant.
The existence of content in individual areas can be verified in the data.CONTENT structure, eg. data.CONTENT.5. The variables will return TRUE if content area is being used.