Overview of Merge Fields & Custom Variables

This article explains merge fields and custom variables. You’ll learn about different types of merge fields, such as custom fields, custom values, custom objects, and custom links (trigger links and payment links), and how to use them to personalize communication and automate workflows.

What are Merge Fields and Custom Variables?

Merge fields and custom variables are placeholders you can use to dynamically insert personalized information. A merge field looks like this {{something.here}}. These fields help automate and personalize communication by pulling data from your CRM or other modules to replace the merge field.

The types of merge fields and custom variables include:

Standard Fields: Built-in, non-customizable fields like contact names, appointment times, and user details.

Custom Fields: User-defined fields for contacts and opportunities.

Custom Values: Reusable values that can be used in templates and workflows.

Custom Objects: User-created data structures for advanced data management.

Trigger Links: Special links that, when clicked, can trigger automated actions in workflows and campaigns.

Payment Links: Links that allow customers to make payments for products or services directly.

Key Benefits of Using Merge Fields and Custom Variables

Personalize Communication: Automatically insert contact names, dates, and other details in emails and SMS messages.

Automate Processes: Use merge fields in workflows to save time and reduce manual work.

Improve Data Consistency: Ensure accurate and up-to-date information across communications.

Simplify Repetitive Tasks: Reuse custom values and trigger links for efficiency.

Default or Fallback Values for Empty Fields

At this time there is no support for fallback or default values to fill in when a variable is empty. The merge field will just be replaced with a blank.

As an alternative, you might be able to show/hide a block of content.

For example, in the email builder you can use Conditional Send to show a block of content only when certain conditions are met. If you have one block with the firstname merge field (Hi {{contact.firstname}},) set to send when the firstname is not empty, and a second block without the merge field (a default value like "Hi Friend,") set to send when the firstname field is empty, then you get a similar effect.

Standard Fields

Standard Fields are predefined merge fields that are available by default in every account. These fields cover essential data points such as contact names, email addresses, phone numbers, appointment details (e.g., time and date), and more. Unlike Custom Fields, these fields are built-in and cannot be modified or deleted. Below are some use cases for standard fields:

Contact First Name: The first name of the contact.

Contact Email: The contact's email address.

Appointment Date and Time: The scheduled date and time of an appointment.

User Full Name: The full name of the assigned user.

Company Name: The name of your business or organization.

Custom Fields

User-defined data points unique to each contact or opportunity, used to store personalized information like birthdays or preferences for detailed segmentation and communication. Below are some use cases for custom fields:

Customer Preferences: Track specific customer interests, such as preferred communication method (email, SMS, phone call).

Membership Details: Store membership levels (e.g., Gold, Silver, Platinum) to offer tier-specific promotions.

Product Interest: Add fields to track which products or services a customer is interested in for targeted follow-ups.

Event Attendance: Log event registration or attendance details to personalize invitations or follow-up messages.

Account Manager Assignment: Store