What are Merge Tags?

Merge tags are dynamic parameters you can inject into email and phone text copy to add personalized messaging to each recipient. They are pulled from tables in ServiceNow related to people who have consented to receive your messages.

To access your available list of merge tags, navigate into your workspace settings. You’ll see a merge tags section within the Automation section of your left-side navigation:

Click on “Merge Tags” to see the merge tags which have been synced over, organized by their main ServiceNow table.

If you click on a category of merge tags, you can see all of the available merge tags you can pull into emails and text messages. By default, they are initially turned on, but you can toggle each merge tag on. We recommend that you curate your merge tag list to only include tags you can see yourself injecting into an email or text message.

At first, the list of merge tags will include out-of-the-box fields from the derivative ServiceNow table. If your company uses custom fields and you want to pull one in to use as a merge tag, click on the + Merge Tags button in the upper right corner. A modal will appear where you can find the field and designate a merge tag name for it before creating it.

After you click on create, you can find your merge tag designated as a custom tag below the  default tags within the record type the merge tag was created from.

Merge tags can help with many communication use cases, from promotional marketing to customer service to internal employee notifications.