How to personalize a post using merge tags

Merge tags let you personalize your emails by dynamically inserting subscriber or publication data — like names, referral links, or dates — directly into your content. They work with both custom fields you create and beehiiv’s reserved fields, helping you deliver more relevant, engaging messages at scale.

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How merge tags work in beehiiv

When an email is sent, beehiiv replaces each merge tag with the appropriate value pulled from either your custom fields or our reserved fields for the subscriber and publication. If no value exists for a subscriber, you can optionally include a fallback value so the content still reads naturally (more on this below).

Merge tags are case-sensitive. For example, {{First Name}} and {{first name}} are treated as different fields, so be sure to match field names exactly.

You can use merge tags in:

• Email body text
• Headings
• Buttons
• Automation emails
• Welcome emails

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How to add merge tags to an email 

While drafting a post in the editor, you can insert merge tags in two ways:

• Type {{ in the content area to open a dropdown of available merge tags.
• Or type / and select Merge tags from the editor menu.

The list of available merge tags will vary by publication:

• Reserved fields are always available.
• Custom fields appear only if they’ve been created in your account.

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Using fallback values with merge tags

Fallback values ensure your content never appears blank if a subscriber is missing data. They are used in merge tags like this:

{{custom field name | fallback value}}

For example, if you want to greet your readers by their first name, you could use:

Welcome, {{first name | Reader}}!

• If the subscriber has a first name saved in their subscriber profile (i.e. Claudia), it will display as such in the email. 
  Appears as: Welcome, Claudia!
• If the subscriber does not have a first name in their profile, the fallback value ‘Reader’ will show, ensuring that your message remains relevant and meaningful. 
  Appears as: Welcome, Reader!
• If you don’t include a fallback, the value will render as empty and your copy may look off.
  Appears as: Welcome,!

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Common merge tag examples

First name

One of the most common custom fields to create is first name, which you can use as a merge tag at the start of an email to create a friendly, personal greeting.

Post copy:
Welcome back, {{first name | friend}}!

Renders as:

• With name: Welcome back, Claudia!
• Without name: Welcome back, friend!

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Subscriber count

Display your current audience size using a reserved field for subscribers.

Post copy:
Thanks for joining, you’re our {{active_subscriber_count}} subscriber!

Renders as:
Thanks for joining, you’re our 2,202 subscriber!

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Referral Program links

Insert each subscriber’s unique referral URL using a reserved field for referrals.

Post copy:
Share your link: {{rp_refer_url}}

Renders as:
Share your link: https://beehiiv.com/subscribe?ref=8KJcP

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Merge tags in buttons

Merge tags work inside button text as well as body copy.

Button copy:
Click here, {{first name | Reader}}

Renders as:

• With a name: Click here, Claudia
• Without a name: Click here, Reader

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Merge tags in subject lines

Merge tags also work inside subject lines.

Button label:
{{first name | Hi friend}}, here’s special offer just for you 

Renders as:

• With a name: James, here’s a special offer just for you
• Without a name using a fallback: Hi friend, here’s a special offer just for you

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Date merge tags

Use a reserved field for dates to automatically display the current date in your preferred format.

Post copy:
Flash Sale — today only, {{current_date_full_md}}

Renders as:
Flash Sale — today only, Nov 21

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Publication name

Pull in your publication’s name dynamically using a reserved field.

Post copy:
Welcome to {{publication_name}}

Renders as:
Welcome to Creator’s Toolbox

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Key things to remember when using merge tags

To get the best results when personalizing your content, keep the following guidelines in mind:

• Merge tags are case-sensitive. For example, {{First Name}} and {{first name}} are treated as different fields
• Fallback values prevent awkward blanks. Include a fallback whenever possible to ensure your copy still reads naturally.
• Custom fields must exist before they can be used. Create and populate custom fields before inserting them as merge tags.
• Reserved fields can also be used. In addition to custom fields, you can use beehiiv’s subscriber-level and publication-level reserved fields as merge tags.
• Web visitors and logged-out users see fallback values. Subscriber-specific data isn’t available unless a user is logged in.
• Use previews to test merge tags. You’ll need to simulate a subscriber in post previews to see how merge tags render in real scenarios.
• Merge tags work across beehiiv. They’re supported in posts, automations, and welcome emails.

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