Personalization Tags overview

A personalization tag is a small piece of code that pulls in the appropriate value for a contact, deal, account, or custom object field. You can insert these tags into your messaging to create personalized experiences for your contacts, increasing engagement with your communications and brand.

In this article, you'll learn about personalization tags and how they work.

Take Note

• ActiveCampaign offers personalization tags for:
  • Contact fields 
  • Deal fields
  • Account fields
  • Custom object fields 
  • 3rd party custom object fields 
• Access to the fields outlined above depends on your ActiveCampaign plan
• Our system does not support hyphens in user-created tags. Any hyphens added to custom fields will be removed
• The text-only campaign builder does not support personalization tags. Because of this, it is not possible to edit the default footer in text-only campaigns

How personalization tags work

The ActiveCampaign platform automatically generates personalization tags for each field in your account. Personalization tags are dynamic. This means that the value of the personalization tag changes based on the field value.

For example, if you send a campaign to a list of contacts and want to address them by their first names, you would insert the following personalization tag into your email:

%FIRSTNAME%

When contacts receive your email, they will see their name 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.

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 the entire tag to all uppercase letters)
• UPPERFIRST (converts the 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%