How to Personalize Mailchimp Emails: Dynamic Content with Merge Tags

Personalizing your Mailchimp emails can significantly boost engagement and conversion rates. By tailoring content to individual subscribers, you can create a more relevant and compelling experience. This article will guide you through using Mailchimp’s dynamic content features, specifically focusing on leveraging merge tags to create highly personalized email campaigns that resonate with your audience.

This guide will cover various methods for inserting dynamic content using merge tags, conditional content blocks, and advanced segmentation strategies to ensure your emails feel tailored to each recipient. We will delve into practical examples, from basic name personalization to complex content variations based on subscriber data.

• Basic Merge Tags: Name and Contact Information
• Conditional Merge Tags: Showing Content Based on Data
• Advanced Segmentation: Targeting Specific Subscriber Groups
• Dynamic Content Blocks: Creating Personalized Content Variations

Basic Merge Tags: Name and Contact Information

The foundation of email personalization lies in using basic merge tags. These tags automatically populate with subscriber information stored in your Mailchimp audience, such as first name, last name, and email address. Using these tags, you can craft emails that feel immediately more personal.

Example 1: Personalizing the Greeting

Instead of a generic “Hello” or “Dear Customer,” use the `*|FNAME|*` merge tag to address subscribers by their first name. Here’s how you’d incorporate it into your email:

Hello *|FNAME|*,

We're excited to share some exciting news with you!

In this example, when Mailchimp sends the email, it will replace `*|FNAME|*` with the subscriber’s first name. If a subscriber doesn’t have a first name associated with their profile, you can set a default value. To do this, use the following format:

Hello *|FNAME:there|*,

We're excited to share some exciting news with you!

Now, if the first name is missing, the email will display “Hello there,” providing a more welcoming experience.

Example 2: Including Last Name and Full Name

You can also use the `*|LNAME|*` merge tag for the last name and `*|NAME|*` for the full name. Consider this example:

Dear *|NAME|*,

Thank you for your recent purchase, *|FNAME|* *|LNAME|*! We hope you're enjoying your new product.

This example personalizes both the greeting and a thank-you message, creating a stronger connection with the customer. Similar to the first name, you can set default values for last names if needed.

Example 3: Displaying Contact Information

Merge tags aren’t limited to names. You can also display other contact information, such as email addresses, which can be useful for confirming subscription details or providing personalized support:

You are receiving this email at *|EMAIL|*. If you believe this is an error, please contact us immediately.

This ensures subscribers know which email address is associated with their account and provides a quick way to report any discrepancies.

Expert Tip: Test Your Merge Tags

Always send test emails to yourself and colleagues to ensure merge tags are functioning correctly before sending to your entire list. This helps catch errors and ensures the personalized content is displaying as intended. Mailchimp offers a “Send a Test Email” option that allows you to see exactly how the email will look to your subscribers.

Using basic merge tags effectively is the first step towards creating more engaging and personalized email campaigns. By addressing subscribers by name and providing relevant contact information, you can establish a stronger connection and improve overall email performance.

Conditional Merge Tags: Showing Content Based on Data

Beyond basic personalization, conditional merge tags allow you to display different content based on specific data points associated with each subscriber. This powerful feature enables you to tailor your message to individual preferences, demographics, or purchase history, resulting in even more relevant and engaging emails.

Example 1: Displaying Content Based on Gender

Let’s say you have a “Gender” field in your Mailchimp audience. You can use conditional merge tags to display different product recommendations based on whether a subscriber identifies as male or female. The syntax for conditional merge tags is a bit more complex, using the `*|IF:condition|*` and `*|ELSE:|*` tags.

*|IF:GENDER=Male|*
  We think you'll love these new men's arrivals!
*|ELSE:|*
  Check out our latest collection for women!
*|END:IF|*

In this example, if the subscriber’s “Gender” field is “Male,” they will see the message about men’s arrivals. Otherwise, they will see the message about the women’s collection. The `*|END:IF|*` tag is essential to close the conditional statement.

Example 2: Offering Discounts to Specific Subscribers

You can also use conditional merge tags to offer discounts to subscribers based on their membership status or purchase history. For example, you might want to offer a special discount to loyal customers who have made multiple purchases.

*|IF:PURCHASES>5|*
  As a valued customer, enjoy 20% off your next purchase with code THANKYOU20.
*|ELSE:|*
  New to our store? Get 10% off your first order with code WELCOME10.
*|END:IF|*

This code checks if the subscriber has made more than five purchases. If they have, they receive a 20% discount. Otherwise, they receive a 10% discount for new customers. The `PURCHASES` field would need to be a numeric field in your Mailchimp audience.

Example 3: Displaying Content Based on Location

If you collect location data (e.g., city or country), you can use conditional merge tags to display localized content, such as events happening nearby or products popular in their region.

*|IF:CITY=New York|*
  Join us for our upcoming event in New York City!
*|ELSE:|*
  Check out our online workshops available to everyone.
*|END:IF|*

Subscribers in New York City will see an invitation to a local event, while others will see information about online workshops. Again, ensure you have a `CITY` field in your Mailchimp audience.

Expert Tip: Nested Conditional Statements

For more complex scenarios, you can nest conditional statements within each other. This allows you to create highly specific content variations based on multiple criteria. However, be mindful of the complexity and ensure you test thoroughly to avoid errors. For example:

*|IF:GENDER=Male|*
  *|IF:AGE>30|*
    We recommend these sophisticated watches for men.
  *|ELSE:|*
    Check out our trendy accessories for young men.
  *|END:IF|*
*|ELSE:|*
  Explore our elegant jewelry collection for women.
*|END:IF|*

This nested example first checks the gender. If it’s male, it then checks the age. Based on the age, it recommends different products. Remember to use the `*|END:IF|*` tag for each `*|IF|*` statement.

Conditional merge tags provide a powerful way to personalize your email content and deliver highly relevant messages to your subscribers. By leveraging these tags, you can significantly improve engagement and conversion rates.

Advanced Segmentation: Targeting Specific Subscriber Groups

While merge tags allow you to personalize content within an email, segmentation takes personalization a step further by allowing you to send different emails to different groups of subscribers. This ensures that your message is not only personalized but also highly relevant to each recipient’s interests and needs.

Example 1: Segmenting by Purchase History

One of the most effective segmentation strategies is based on purchase history. You can create segments for customers who have purchased specific products, spent a certain amount of money, or haven’t made a purchase in a while. For example, you might want to send a re-engagement email to customers who haven’t purchased anything in the last six months.

To do this in Mailchimp, you would create a segment with the following criteria:

• Campaign Activity: Did not open: Last [Specific Campaign] (e.g. Last Newsletter)
• E-commerce: Number of orders: Is less than: 1
• Date Added: Is before: 6 months ago

Then, you can craft an email specifically designed to re-engage these customers, perhaps offering a special discount or highlighting new products they might be interested in.

Example 2: Segmenting by Interests

If you collect information about your subscribers’ interests (e.g., through signup forms or surveys), you can segment your audience based on these preferences. For example, if you run a clothing store, you might have segments for subscribers interested in men’s clothing, women’s clothing, or children’s clothing.

In Mailchimp, this might look like:

• List and segment options – Segments – Create Segment
• Segment name: Interested in Men’s Clothing
• Subscribers match any of the following conditions:
• Interests: Contains: Men’s Clothing

You can then send targeted emails showcasing products and promotions relevant to each segment’s interests.

Example 3: Segmenting by Location

Segmenting by location allows you to send emails about local events, promotions, or products that are relevant to subscribers in specific geographic areas. This is particularly useful for businesses with physical locations or those targeting specific regions.

To segment by location, you can use the “Location” data point in Mailchimp. The segment criteria might look like this:

• Location: City: Is: New York

You can then send emails about events happening in New York City or promotions specific to that region.

Expert Tip: Combine Segmentation Criteria

For even more precise targeting, you can combine multiple segmentation criteria. For example, you might want to send an email to subscribers who are interested in men’s clothing *and* haven’t made a purchase in the last three months. This allows you to create highly specific segments that are more likely to respond to your message.

Subscribers match all of the following conditions:
Interests: Contains: Men's Clothing
E-commerce: Number of orders: Is less than: 1
Date Added: Is before: 3 months ago

By leveraging advanced segmentation, you can send highly targeted emails that resonate with your subscribers and drive better results. Segmentation allows you to move beyond basic personalization and create a truly personalized email experience.

Dynamic Content Blocks: Creating Personalized Content Variations

Mailchimp’s dynamic content blocks provide a visual way to create multiple versions of a content section within your email, which are then displayed based on conditions you define. This eliminates the need for complex conditional merge tag syntax and makes it easier to manage personalized content variations.

Example 1: Displaying Different Offers Based on Membership Tier

Let’s say you have a membership program with different tiers (e.g., Bronze, Silver, Gold). You can use dynamic content blocks to display different offers or promotions based on each subscriber’s membership tier.

In Mailchimp, you would:

• Drag a “Content” block into your email design.
• In the block editor, click “Add Dynamic Content”.
• Select the “Membership Tier” field as the conditional field.
• Add a variation for each membership tier (Bronze, Silver, Gold).
• Enter the specific offer or promotion for each tier in its respective variation.

For example, the Bronze tier variation might display a 10% discount, the Silver tier variation might display a 15% discount, and the Gold tier variation might display a 20% discount.

Example 2: Displaying Product Recommendations Based on Past Purchases

You can also use dynamic content blocks to display product recommendations based on a subscriber’s past purchases. This requires integrating your e-commerce platform with Mailchimp and tracking purchase data.

The setup involves:

• Ensuring your e-commerce platform is connected to Mailchimp.
• Tracking purchase data and storing it in custom fields or tags in Mailchimp.
• Creating a dynamic content block that displays different product recommendations based on the products the subscriber has previously purchased. This is a more complex setup, and you might consider using Mailchimp’s Product Recommendations block if it’s available in your account.

For instance, if a subscriber purchased a running shoe, the dynamic content block could display recommendations for running apparel or accessories.

Example 3: Displaying Different Content Based on Sign-up Date

You can tailor onboarding content to new subscribers based on how long they’ve been subscribed to your list. This can help guide them through different features or offerings as they progress through their customer journey.

To implement this:

• Create a dynamic content block that uses the “Date Added” field as the conditional field.
• Create variations for different time periods (e.g., first week, first month, first three months).
• Display different onboarding messages, tutorials, or resources in each variation.

A subscriber in their first week might see a welcome message and a tutorial on how to use your platform, while a subscriber in their first month might see a guide on advanced features.

Expert Tip: Use Placeholder Content

When creating dynamic content blocks, use placeholder content in each variation to clearly indicate what type of content should be displayed in that section. This helps ensure that your emails are well-organized and easy to understand. For instance, in a product recommendation block, use placeholder images and text that say “Recommended Product 1,” “Recommended Product 2,” etc., before adding the actual product details.

Dynamic content blocks offer a user-friendly way to create personalized content variations without requiring extensive coding knowledge. By leveraging these blocks, you can create more engaging and relevant email experiences for your subscribers.