Merge tags let you insert dynamic values into your email template — values that are replaced with each recipient's actual data before the email sends. A template with {first_name} in the subject line becomes 'Hey Sarah,' for one recipient and 'Hey Marcus,' for another.
Standard merge tags
These tags are available in every campaign, as long as your contact list includes the corresponding data:
- ▸{first_name} — the recipient's first name
- ▸{last_name} — the recipient's last name
- ▸{email} — the recipient's email address
- ▸{company} — the company name from your contact list
- ▸{unsubscribe_url} — a one-click unsubscribe link (required for CAN-SPAM compliance in commercial email)
Custom merge tags from your Sheet or CSV
Every column in your Google Sheet or CSV beyond the standard ones becomes a custom merge tag. Import a Sheet with a 'Job Title' column and {Job Title} becomes available in your template. Custom tags appear as purple chips in the Personalize section of the Template tab.
Using merge tags
There are two ways to insert a merge tag:
- ▸Click any tag chip in the Personalize section — it's inserted at your cursor position in the subject or body
- ▸Type { in the subject or body — CMass shows an autocomplete dropdown with all available tags. Keep typing to filter, then press Enter or click to insert
Fallback values
If a recipient doesn't have a value for a merge tag — for example, their first name is missing — CMass uses a fallback. The default fallback for {first_name} when no first name is available is the part of the email address before the @. So john.smith@acme.com becomes 'john.smith'.
Preview before sending
Click the Preview button at the bottom of the panel to see your email with real values substituted — you can browse each recipient to catch any merge tag issues before launch.
The unsubscribe tag
If you're sending commercial or marketing email, you must include an unsubscribe mechanism under CAN-SPAM and GDPR. Add {unsubscribe_url} anywhere in your email body — CMass replaces it with a unique one-click unsubscribe link for each recipient. When someone clicks it, they're immediately removed from future campaigns.