Personalization Tags

With ActiveCampaign, you can use personalization tags in your messaging to create a highly personalized experience for your contacts and increase engagement with your communications.

Take Note

ActiveCampaign offers personalization tags for:

• Contact fields (all plans for Marketing and Sales)
• Deal fields (Sales Plus, Professional, and Enterprise plans)
• Account fields (Sales Plus, Professional, and Enterprise plans)
• Custom object fields (Marketing Enterprise and Sales Enterprise)
• 3rd party custom object fields (all plans for Marketing and Sales)

How personalization tags work

We automatically generate personalization tags for system fields, custom fields you create, and custom fields from 3rd party integrations. In addition, your account comes with a list of standard fields and personalization tags. 

Personalization tags are dynamic. This means that the value of the personalization tag changes based on the contact, deal, or account field value.

For example, if you wanted to send a campaign to a list of contacts, and address each contact by their first name, you would insert the following personalization tag into your email:

%FIRSTNAME%

When contacts receive your email, they will see their name populated in the message.

Ways to use personalization tags

Depending on your plan, personalization tags can be used to insert dynamic content into the following:

• Direct and automated campaigns
• Preheader text in campaigns
• Email subject lines (campaigns and 1:1 emails)
• 1:1 emails
• Site messages
• SMS messages
• Form fields
• "Thank you" messages for forms
• Deal titles

Learn how to add default values to custom fields.

How to modify personalization tags

Modifiers allow you to change the capitalization of your data when inserted into your campaign. This is useful for ensuring that proper nouns, such as names, are capitalized and common nouns, such as objects, aren’t, for example.

Modifiers are placed after a pipe symbol ( | ). So a first name personalization tag including a modifier to capitalize the first letter would look like this:

%FIRSTNAME|UPPERFIRST%

List of modifiers:

• UPPER (converts entire tag to all uppercase letters)
• UPPERFIRST (converts first letter to uppercase)
• UPPERWORDS (capitalizes the first letter of every word)
• TITLECASE (capitalizes the first letter of every word, and forces all other letters to be lowercase)
• LOWER (converts entire tag to lowercase letters)
• LOWERFIRST (changes the first letter of the text to lowercase)
• LOWERWORDS (changes the first letter of every word to lowercase)

List of standard personalization tags

Below is a list of personalization tags that you can use in your communications.

Note that this list does not include personalization tags for any custom contact fields you create. 

%EMAIL%

%FIRSTNAME%

%LASTNAME%

%FULLNAME%

%PHONE%

%ORGANIZATION%

%SUBDATE%

%SUBTIME%

%UNSUBSCRIBELINK%

%WEBCOPY%

%WEBCOPY-NOSOCIAL%

%UPDATELINK%

%FORWARD2FRIEND%

%DEAL_OWNER_FIRST_NAME%

%DEAL_OWNER_LAST_NAME%

%DEAL_OWNER_EMAIL%

%DEAL_TITLE%

%DEAL_DESCRIPTION%

%DEAL_VALUE%

%DEAL_STATUS%

%DEAL_PIPELINE%

%DEAL_STAGE%

%DEAL_CREATED_DATE%

%DEAL_UPDATED_DATE%

%UNSUBSCRIBELINK%&ALL

%ACCT_NAME%

%ACCT_URL%

%ACCT_CREATED_DATE%

%ACCT_UPDATED_DATE%

%ACCT_ADDRESS_1%

%ACCT_ADDRESS_2%

%ACCT_CITY%

%ACCT_STATE_PROVIDENCE%

%ACCT_POSTAL_CODE%

%ACCT_NUMBER_OF_EMPLOYEES%

%ACCT_ANNUAL_REVENUE%

%ACCT_INDUSTRY_VERTICAL%

%ACCT_COUNTRY%

%SOCIALSHARE%

%SOCIAL-FACEBOOK-LIKE%

%SOCIALSHARE-FACEBOOK%

%SOCIALSHARE-FACEBOOK-LINK%

%SOCIALSHARE-TWITTER%

%SOCIALSHARE-TWITTER-LINK%

%SOCIALSHARE-DIGG%

%SOCIALSHARE-DIGG-LINK%

%SOCIALSHARE-REDDIT%

%SOCIALSHARE-REDDIT-LINK%

%SOCIALSHARE-DELICIOUS%

%SOCIALSHARE-DELICIOUS-LINK%

%SOCIALSHARE-GPLUS%

%SOCIALSHARE-GPLUS-LINK%

%SOCIALSHARE-STUMBLEUPON%

%SOCIALSHARE-STUMBLEUPON-LINK%

%TODAY%

%TODAY+1%

%TODAY-1%

%SENDER-INFO%

%SENDER-INFO-SINGLELINE%

%SENDER-LIST-REMINDER%

%CONTACTIP%

%LISTNAME%

%SUBSCRIBERID%

%CAMPAIGNID%

%MESSAGEID%