Personalization Tags

Personalization tags allow you to dynamically insert content into your communications, forms, and more. This creates a more personalized experience for your contacts and can lead to increased engagement with your content.  

In this article, we'll discuss:

How personalization tags work

We automatically generate personalization tags for every custom field you create. In addition, your account comes with a list of standard personalization tags. Each of these tags can be inserted into your communications.

When a personalization tag is used in a campaign or automation email, the value of that tag will automatically be inserted once the communication is sent to a contact. When the contact opens the communication, they will see the value for that tag and not the tag itself.

For example, if you wanted to address contacts by their first name in an email, you would insert the following personalization tag:

%FIRSTNAME%

When a contact receives your email, they will see their own name populated in the message.

Ways to use personalization tags

Personalization tags can be used to insert dynamic content into each of the items listed below. Click the links below to learn more:

Content of campaigns and automation emails

Email subject lines

One-to-one emails

Site messages

SMS messages

Form fields

"Thank you" messages for forms

Deal titles

For more information on using personalization tags in communications, check out these help articles:

How to preview personalization tags

How to add a default value to a personalization tag

How to modify personalization tags

Modifiers allow you to change the capitalization of your data when it is 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 fields you create.

Description Personalization Tag Example Value
Email Address %EMAIL% john@activecampaign.com
First Name %FIRSTNAME% John
Last Name %LASTNAME% Smith
Full Name %FULLNAME% John Smith
Phone %PHONE% 555-666-7777
Organization %ORGANIZATION% ActiveCampaign
Date Subscribed %SUBDATE% 10/10/2011
Time Subscribed %SUBTIME% 14:19:40
Unsubscribe Link %UNSUBSCRIBELINK% http://YOURACCOUNT.activehosted.com/box.php?nl=3&c=44&m=41&s=5cd0dc36f71e9bd4099f74e8bf64c51b&funcml=unsub2
Web Copy %WEBCOPY% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=153&l=-http--YOURACCOUNT.activehosted.com/p_v.php--Q-l--E-3--A-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51bWith link tracking off:http://YOURACCOUNT.activehosted.com/p_v.php?l=3&c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b
Web Copy (no social links) %WEBCOPY-NOSOCIAL%  
Update Subscription Account Link %UPDATELINK% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=154&l=-http--YOURACCOUNT.activehosted.com/p_m.php--Q-nl--E-3--A-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51bWith link tracking off:http://YOURACCOUNT.activehosted.com/p_m.php?nl=3&c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b
Send to Friend Link %FORWARD2FRIEND% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=155&l=-http--YOURACCOUNT.activehosted.com/p_f.php--Q-nl--E-3--A-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51bWith link tracking off:http://YOURACCOUNT.activehosted.com/p_f.php?nl=3&c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b
Deal Owner: First name (of most recent deal) %DEAL_OWNER_FIRST_NAME% John
 Deal Owner: Last name (of most recent deal) %DEAL_OWNER_LAST_NAME%  Smith
 Deal Owner: Email address (of most recent deal) %DEAL_OWNER_EMAIL%  john@activecampaign.com
Unsubscribe Link (All Lists)

Note: This personalization tag will add contacts to your Exclusion list, which will prevent them from re-subscribing to your list(s).
%UNSUBSCRIBELINK%&ALL http://YOURACCOUNT.activehosted.com/box.php?nl=3&c=44&m=41&s=5cd0dc36f71e9bd4099f74e8bf64c51b&funcml=unsub2&ALL
Social Submit Links %SOCIALSHARE% See below for each individual link URL.
Facebook Like Button %SOCIAL-FACEBOOK-LIKE% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=163&l=-http--YOURACCOUNT.activehosted.com/index.php--Q-action--E-social--A-c--E-f7177163c833dff4b38fc8d2872f1ec6.41--A-facebook--E-likeWith link tracking off:http://YOURACCOUNT.activehosted.com/index.php?action=social&c=d9d4f495e875a2e075a1a4a6e1b9770f.43&facebook=like
Share on Facebook Link/Icon %SOCIALSHARE-FACEBOOK% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=156&l=-http--YOURACCOUNT.activehosted.com/social.php--Q-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51b--A-ref--E-facebookWith link tracking off:http://YOURACCOUNT.activehosted.com/social.php?c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b&ref=facebook
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Share on Reddit Link Only %SOCIALSHARE-REDDIT-LINK% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=32&m=32&nl=1&s=76f410bb411339c68d07a4e2ccb16c7a&lid=171&l=-http--localhost/em/social.php--Q-c--E-32--A-m--E-32--A-s--E-76f410bb411339c68d07a4e2ccb16c7a--A-ref--E-redditWith link tracking off:http://YOURACCOUNT.activehosted.com/social.php?c=33&m=33&s=76f410bb411339c68d07a4e2ccb16c7a&ref=reddit
Share on del.icio.us Link/Icon %SOCIALSHARE-DELICIOUS% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=159&l=-http--YOURACCOUNT.activehosted.com/social.php--Q-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51b--A-ref--E-deliciousWith link tracking off:http://YOURACCOUNT.activehosted.com/social.php?c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b&ref=delicious
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Share on Google+ Link/Icon %SOCIALSHARE-GPLUS% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=160&l=-http--YOURACCOUNT.activehosted.com/social.php--Q-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51b--A-ref--E-gplusWith link tracking off:http://YOURACCOUNT.activehosted.com/social.php?c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b&ref=gplus
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Share on StumbleUpon Link/Icon %SOCIALSHARE-STUMBLEUPON% With link tracking on:http://YOURACCOUNT.activehosted.com/lt.php?c=44&m=41&nl=3&s=5cd0dc36f71e9bd4099f74e8bf64c51b&lid=162&l=-http--YOURACCOUNT.activehosted.com/social.php--Q-c--E-44--A-m--E-41--A-s--E-5cd0dc36f71e9bd4099f74e8bf64c51b--A-referral--E-stumbleuponWith link tracking off:http://YOURACCOUNT.activehosted.com/social.php?c=46&m=43&s=5cd0dc36f71e9bd4099f74e8bf64c51b&referral=stumbleupon
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Today's Date(assuming today is Oct. 24, 2011) %TODAY% 10/24/2011
Today's Date + 1 %TODAY+1% 10/25/2011
Today's Date - 1 %TODAY-1% 10/23/2011
List Sender Info %SENDER-INFO% My Email Marketing Company 123 S. Main St, Chicago, IL 60405 United States
List Sender Info (single line) %SENDER-INFO-SINGLELINE% My Email Marketing Company, 123 S. Main St, Chicago, IL 60405, United States
Sender List Reminder %SENDER-LIST-REMINDER% You were added to this list when you purchased from our company.
Contact's IP Address %CONTACTIP% 90.434.22.189
Contact's List %LISTNAME% General List
Contact ID %CONTACTID% 23
Campaign ID %CAMPAIGNID% 14
Message ID %MESSAGEID% 26
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