Merge Tags

These tags are available in Ometria's email templates:

Groups:

Group Description Availability
profile Details about the recipient of the email (e.g. name, lifecycle stage and lifetime value) All emails
email Details about the specific email send context (e.g. which campaign it's in) All emails
basket Details about the abandoned basket if the email is triggered by an abandoned basket event Automation - Abandoned basket trigger
order Details about the order if the email is triggered by an order event Automation - Order trigger
visit Details about the visit if the email is triggered by a visit event Automation - Visit trigger
event Details about the event if the email is triggered by a custom event Automation - Custom event trigger
recommended_products Product recommendations attached to this send Automation - if recommendation instance attached
product Details about a single product Automation - depends on context

Profile tags (Automation, Broadcast, and Transactional):

Tag Description Example
{{ profile.firstname }} Contact's first name "John"
{{ profile.middlename }} Contact's middle name "Silva"
{{ profile.lastname }} Contact's last name "Smith"
{{ profile.name }} Contact's name "John Silva Smith"
{{ profile.email }} Contact's email address "john_smith@example.com"
{{ profile.gender }} Contact's gender "m"
{{ profile.prefix }} Contact's name prefix "Mr."
{{ profile.suffix }} Contact's name suffix "Jr."
{{ profile.country }} Contact's country "US"
{{ profile.date_of_birth }} Contact's date of birth "1980-01-01"
{{ profile.total_revenue }} Contact's total lifetime revenue of valid orders 158.66
{{ profile.marketing_optin }} Contact's marketing optin status "true"
{{ profile.lifecycle_status }} Contact's lifecycle status "ACTIVE"
{{ profile.number_of_orders }} Contact's total number of valid orders 3
{{ profile.number_of_attempted_orders }} Contact's total number of valid and invalid orders 4
{{ profile.number_of_visits }} Contact's total number of visits 17
{{ profile.average_order_value }} Contact's average value of valid orders 45.30
{{ profile.number_of_items_purchased }} Contact's total number of items purchased across valid orders 7
{{ profile.home_store }} Contact's home store (calculated using various sources) "7" (store identifier, depends on client)
{{ profile.properties.X }} Contact's custom fields, where X is the name of the custom field
{{ profile.customer_id }} Customer ID of the contact "1422"
{{ profile.hash }} Ometria's internal profile ID "2695-c473e2-4aaf58"

Email tags (Automation, Broadcast, and Transactional):

Tag Description Example
{{ email.to_email_address }} Email address to which we're sending the email. "john_smith@example.com"
{{ email.subject }} Email subject line. "Check out this amazing email"
{{ email.archive_url }} Email archive URL, used for "view in browser" functionality. http://ometria.email/archive/me/162/800bd6b6c8964a9ab699c389cfeaa8a6
{{ unsub }} The unsubscribe URL: Note must be used in a link. <a href="{{unsub}}">Unsubscribe</a>
{{ prefs }} The email preferences URL: Note must be used in a link. <a href="{{prefs}}">Manage email preferences</a>
{{ email.campaign_identifier }} Unique identification for this campaign. "352:ME:4355"
{{ email.uuid }} Unique identification for this send. "1d6efcca895241c8a6f17f8c8f067ebb"
{{ email.template_title }} The title of the template that was used "SS18 Default Template"
{{ email.campaign_title|urlencode }} Inserts the title of the campaign into the email. "SS18 Launch"

Email tags (Broadcast and Automation):

Tag Description Example
{{ email.preheader }} Preheader text that should be part of the email "Wishing you a safe and merry holiday season!"

Email tags (Automation only):

Tag Description Example
{{ email.coupon_code }} Coupon code "WELCOME-123"
{{ email.segment_title }} The title of the segment that the contact passed through. This is the user-provided label or, otherwise, "segment-1", "segment-2", etc as default (numbered from top to bottom) "Active with LTV 1000+"
{{ email.split_title }} The title of the split of the A/B test that the contact passed through. This is "split-A", "split-B", etc (all calculated, not provided by user) "split-A"
{{ email.node_title }} The title of the email node from which the email was sent. This is the user-provided label or, otherwise, "email-node-1", "email-node-2", etc as default (the nth email node in the flow) "First Send"

Email tags (Transactional only):

Tag Description Example
{{ email.template_title|urlencode }} Inserts the title of the template into the email. Only supported on transactional emails when a 'template_id' is provided. "Abandoned Basket V2 Email"

Basket tags (Automation only):

Tag Description Example
{{ basket.currency }} Currency for prices in the abandoned basket "GBP"
{{ basket.url }} URL to visit the retailer's website and reconstruct the basket "http://example.com/basket/123"
{{ basket.total }} Value of the basket (formatted with currency) "£100"
{{ basket.total_raw }} Value of the basket (formatted without currency) 100
{{ basket.subtotal }} Sum of the line_total values in the basket (formatted with currency) "£80"
{{ basket.subtotal_raw }} Sum of the line_total values in the basket (formatted without currency) 80
{{ basket.products }} Products added to the basket See product tags
{{ basket.matched_products }} Products added to the basket that match the line item segmentation on the campaign flow See product tags
{{ basket.products[X].quantity }} Quantity of the product in the basket 3
{{ basket.products[X].line_total }} Total value of this item in the basket (formatted with currency) "£50"
{{ basket.products[X].line_total_raw }} Total value of this item in the basket (formatted without currency) 50

All price tags should be in the currency of the basket (basket.currency).

If the currency of the basket is not the same as the currency of the products in the Ometria database we will not be able to populate the following tags:

  • basket.products[**X**].price
  • basket.products[**X**].price_raw
  • basket.products[**X**].original_price
  • basket.products[**X**].original_price_raw

This will occur if a currency selector is used on the website, but the currency is not passed as a listing of the product.

In this instance, we suggest using basket.products[**X**].line_total and basket.products[**X**].line_total_raw instead.

Order tags (Automation only):

Tag Description Example
{{ order.id }} Order identifier "100000640"
{{ order.currency }} Currency for prices in the order "GBP"
{{ order.total }} Total value of the order (formatted with currency) "£100"
{{ order.total_raw }} Total value of the order (formatted without currency) 100
{{ order.products }} Products purchased in the order See product tags
{{ order.matched_products }} Products purchased in the order that match both the triggering and segment line item filters See product tags
{{ order.properties }} Order's custom fields
  • Lineitem properties are merged with the properties of the products.
  • For example: {{ order.products[0].properties }} contains the properties of that product and the properties of the corresponding lineitem. If the product and the lineitem have a property with the same name then the property of the lineitem is used.

Visit tags (Automation only):

Tag Description Example
{{ visit.products }} Products viewed during the visit See product tags

Event tags (Automation only):

Tag Description
{{ event.field }} Field provided in custom event

The event fields are provided within the "properties" of the custom event object (as pushed to the Ometria API).

Product tags (Automation only):

group can be "basket.products", "order.products", "visit.products" or "recommended_products"

[N] is a number starting at 0; eg. {{ basket.products[0].title }} is the title of the first product in the basket

Tag Description Example
{{ group[N].id }} Product identifier "1049"
{{ group[N].original_price }} Original price of the product (in case of a promotion, formatted with currency) "£120"
{{ group[N].original_price_raw }} Original price of the product (in case of a promotion, formatted without currency) 120
{{ group[N].price }} Price of the product (current price, formatted with currency) "£100"
{{ group[N].price_raw }} Price of the product (current price, formatted without currency) 100
{{ group[N].image_url }} URL of the product image "http://example.com/products/image.jpg"
{{ group[N].title }} Title of the product "Pure Silk Long Sleeve Top"
{{ group[N].url }} URL of the product "http://example.com/products/pure-silk-long-sleeve-top.html"
{{ group[N].labels.X }}
e.g{{ group.products[N].labels.brand }}
Product's labels (such as "category" or "brand")
{{ group[N].properties }}
e.g {{ group.products[N].properties.reviews }}
Product's custom fields (for products of an order this also contains properties of the lineitem)

Product Selector (Broadcast only):

More details on the product selector are available here.

[N] is a number starting at 0; eg. {{ products[0].title }} is the title of the first selected product

Tag Description Example
{{ products[N].id }} Product identifier "1049"
{{ products[N].original_price }} Original price of the product (in case of a promotion, formatted with currency) "£120"
{{ products[N].original_price_raw }} Original price of the product (in case of a promotion, formatted without currency) 120
{{ products[N].price }} Price of the product (current price, formatted with currency) "£100"
{{ products[N].price_raw }} Price of the product (current price, formatted without currency) 100
{{ products[N].image_url }} URL of the product image "http://example.com/products/image.jpg"
{{ products[N].title }} Title of the product "Pure Silk Long Sleeve Top"
{{ products[N].url }} URL of the product "http://example.com/products/pure-silk-long-sleeve-top.html"
{{ products[N].labels.x }} e.g {{ products[x].labels.brand }} Product's labels (such as "category" or "brand")
{{ products[N].properties }} e.g {{ products[N].properties.reviews }} Product's custom fields (for products of an order this also contains properties of the lineitem)