Using Conditional (Dynamic) Content as Merge Fields in Mailchimp

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Mailchimp have some really amazing behind the scenes hacks that not many users know about. One of these is Smart Merge Tags. Smart Merge Tags are brilliant for all Mailchimp users because you can customise your content based on different conditions. It really is very smart.

As VA’s, it’s so important for us to stay knowledgeable and up to date on all the latest technology and tricks that make our jobs easier. It’s vital as part of our job to reassure our customers that we are doing things as efficiently and quickly as possible. This is one of the main rules of our business – that we never do things the long way if there is a smarter and more efficient way of doing it. We make it our mission to speed up everyday tasks with tricks like this, and we hope you will find it useful too.

If you’re familiar with using Mailchimp, you’ll probably already know about the merge tag *|FNAME|* whenever you want someone’s first name to appear. This is the really simple stuff. But what about when you don’t have the persons first name, or you want to change something different like currencies based on the country the person is in? This is where the really smart stuff comes in.

Here we are going to look at some of the merge fields Mailchimp have introduced, and what you can do with them.

Let’s start with the easy stuff.

Using *|TITLE:MERGE|* will ensure the first letter of every word in a field is turned to upper case. So if you have *|TITLE:FNAME|* *|TITLE:LNAME|*, it will convert something like “jOhN smiTH” into “John Smith”. The same goes if you use *|UPPER:MERGE|*, which changes all the letters in the field to upper-case, or *|LOWER:MERGE|* which lower-cases all of the letters.

Now let’s look at customising your content to interest groups using merge fields. Using *|INTERESTED:Cakes,Biscuits|* the content will only show that content to those who are interested in cakes or biscuits (assuming of course, you have that data present in your database – Mailchimp is good, but it doesn’t read minds!). Use *|END:INTERESTED|* at the end of the dynamic content, and always remember that the interested merge tag can only do OR conditions, not AND.

So now you know the basics of what merge fields you can use, let’s get stuck in to the more advanced stuff based on conditions in your Mailchimp contact lists. This is great if you want to change your content in your campaigns based on the person receiving it.

For example, maybe you want to send out a promotion to your entire list, but swap currencies based on what country that person is living in. You can use *|IF:COUNTRY=UK|* Save £20 on cosmetics! *|END:IF|*. *|IF:COUNTRY=USA|* Save $20 on cosmetics! *|END:IF|*. It’s a brilliant tool that means you can send out one campaign to everyone on your list, no matter what country they live in. What a time saver!

Another way you can use this trick is when you want to send specific offers or coupons to your list of contacts based on the transaction value. For example:

*|IF:TRANSACTIONS >= 20|*
Enjoy this 20% off coupon! *|COUPON20|*
*|ELSEIF:TRANSACTIONS >= 10|*
Enjoy this 10% off coupon! *|COUPON10|*
*|END:IF|*

The last little merge field hack (and probably one of the most useful ones) we want to show you is what you can do if you don’t have a first name for some of your contacts. You don’t want it to be blank when the email goes out. So Mailchimp have created the merge code so you can replace it with something instead. Here’s how!

*|IF:FNAME|*
Dear *|FNAME|*,
*|ELSE:|*
Dear Loyal Customer,
*|END:IF|*

We hope that you can utilise some of these great Mailchimp merge field codes in your next campaign to really create great, dynamic and customised content for all of your contacts.

Why not reply below and help others by let us know your favourite conditional merge tags…

 

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