Merge Fields & Custom Variables

Merge fields — also called custom variables or personalization tokens — pull live data into your messages so each recipient sees information specific to them. Instead of writing “Hi there,” you write Hi {{contact.first_name}} and every contact sees their own name. The token is replaced with real data the moment the message sends.

What merge fields are

A merge field is a placeholder wrapped in double curly braces, like {{contact.first_name}}. When a message is delivered, your CRM swaps the placeholder for the matching value on that record. They work in emails, SMS, templates, funnels, and workflow messages.

The main categories

Merge fields are grouped by where their data comes from:

Category	Examples	Pulls from
Contact	{{contact.first_name}}, {{contact.email}}, {{contact.phone}}	The contact receiving the message
Custom fields	{{contact.your_field_name}}	Custom data you’ve stored on the contact
User	{{user.name}}, {{user.email}}, {{user.phone}}	The assigned staff member or sender
Account / custom values	{{custom_values.business_name}}	Account-wide custom values
Appointment	{{appointment.start_time}}, {{appointment.title}}	A booked appointment

The exact list available depends on the editor you’re in and the data your account collects.

Inserting a merge field

1. Open the email, SMS, or template editor.
2. Place your cursor where you want the personalized value.
3. Click the merge field / personalization picker (often a {} or “Custom Values” button).
4. Browse or search for the field you want and select it.
5. The token is inserted at your cursor. Save the message.

You can also type a token directly if you know its exact name.

Setting fallback (default) values

If a contact is missing the data a token references — say they have no first name on file — the message can render an awkward blank or “Hi ,”. Fallback values prevent this by supplying a default.

When the picker offers a default/fallback option, set something neutral:

• {{contact.first_name}} → fallback “there”, so a blank renders as “Hi there”.
• A company token → fallback “your team” or a similar safe phrase.

Always provide a fallback for any token that might be empty for some contacts.

Tip

Keep fallbacks generic and friendly so the sentence still reads naturally when the real value is missing. “Hi there” always works; a blank or a stray comma signals an automated message.

Always test before you broadcast

Caution

Before sending to a list, send yourself a test message and confirm every token renders correctly — names, links, and custom values included. A single mistyped token (or one without a fallback) can ship “Hi {{contact.first_name}}” or an empty gap to your entire audience. A 30-second test catches it.

Used well, merge fields make automated messages feel personal and relevant. The combination of accurate tokens, sensible fallbacks, and a quick test is what keeps them looking polished at scale.