Knowledge Base

Marketing Cloud

Content: Contact Tags

You can use contact tags to personalize your email campaigns with recipient-specific information, helping create more engaging experiences that typically lead to better open rates and click-through performance. This feature enables you to include essential contact details like names and email addresses throughout your campaigns, making each message feel more personal and relevant.

Contact tags help improve email marketing effectiveness by adding the personal touch that subscribers expect from professional email communications. When properly configured, this basic personalization feature can substantially improve engagement while maintaining brand consistency across all your campaign touchpoints.

Maropost provides a set of predefined contact tags that can be used when creating content. You can use the contact tags to personalize your emails by including contact information such as first name, last name, email address, phone, fax, and so on.

The contact tags can be used in subject lines, content within the email body, and even within URLs.

The following is a screenshot of the WYSIWYG content editor with the Contact Tags drop-down highlighted:

Here is the list of predefined contact tags:

{{contact.id} – The tag is replaced by the contact ID. The contact ID represents the internal identifier that the Maropost platform assigns to each contact in the system.
{{contact.email}} – The tag is replaced by the contact's email address.
{{contact.first_name}} – The tag is replaced by the contact's first name.
{{contact.last_name}} – The tag is replaced by the contact's last name.
{{contact.phone}} – The tag is replaced by the contact's phone number.
{{contact.fax}} – The tag is replaced by the contact's fax number.

Note: Remember that you can set the default value for the ‘first name’ and ‘last name’ fields on the field index page. This will add these values for the contacts that have no first name or last name present. This is useful while using {{contact.first_name}} and {{contact.last_name}} tags in content or the subject line of campaigns, since it will be replaced by the default value stored in these two fields.

Content & Design:

Acquisition Forms - Create effective signup forms
Signup Forms - Design optimized contact capture forms

Campaign Management:

Create Your First Email Campaign - Apply design principles to campaigns
Campaign Tags - Organize design assets and campaigns

Contact Management:

Creating a Contact List - Capture contacts with well-designed forms