Email merge tags, 21 platforms
Every platform writes personalization differently. Pick yours, pick a field, copy the tag. The table underneath has all of them side by side, which is the one you want when you are moving between platforms.
The whole cheat sheet
| Platform | First name | Last name | Company name |
|---|---|---|---|
| ActiveCampaign checked 2026-10-07 | %FIRSTNAME% | %LASTNAME% | — |
| Amazon SES checked 2026-10-07 | — | — | — |
| Apollo checked 2026-10-07 | {{first_name}} | {{last_name}} | {{company}} |
| Braze checked 2026-10-07 | {{${first_name}}} | {{${last_name}}} | — |
| Brevo checked 2026-10-07 | {{ contact.FIRSTNAME }} | {{ contact.LASTNAME }} | — |
| Customer.io | {{ customer.first_name }} | {{ customer.last_name }} | — |
| HubSpot checked 2026-10-07 | {{ contact.firstname }} | {{ contact.lastname }} | {{ contact.company }} |
| Instantly checked 2026-10-07 | {{firstName}} | {{lastName}} | {{companyName}} |
| Iterable | {{firstName}} | {{lastName}} | — |
| Klaviyo checked 2026-10-07 | {{ first_name }} | {{ last_name }} | {{ organization }} |
| lemlist checked 2026-10-07 | {{firstName}} | {{lastName}} | {{companyName}} |
| Mailchimp checked 2026-10-07 | *|FNAME|* | *|LNAME|* | *|COMPANY|* |
| Mailgun checked 2026-10-07 | — | — | — |
| Mailgun batch sending checked 2026-10-07 | — | — | — |
| Omnisend checked 2026-10-07 | [[contact.first_name]] | [[contact.last_name]] | — |
| Postmark checked 2026-10-07 | — | — | — |
| Reply.io checked 2026-10-07 | {{FirstName}} | — | {{Company}} |
| Resend checked 2026-10-07 | {{{FIRSTNAME}}} | {{{LASTNAME}}} | — |
| SendGrid checked 2026-10-07 | {{first_name}} | {{last_name}} | — |
| Shopify notifications checked 2026-10-14 | {{ customer.first_name }} | {{ customer.last_name }} | {{ billing_address.company }} |
| Smartlead checked 2026-10-07 | {{first_name}} | — | {{company_name}} |
Merge tag questions
Why does the URL version matter?
A merge tag dropped straight into a link or an image URL can break it. If the value holds a space, an ampersand or a hash, the URL ends early and your recipient gets a broken link or a missing image. Some platforms have a URL-safe form of the tag, and it is shown above whenever there is one. Where there is not, keep personalized values out of query strings, or clean those characters out before you import your list.
The tag shows up as raw text in my test email.
Nearly always the field is empty for whoever you sent the test to, or the name does not match exactly. Mailchimp in particular does not fill contact merge tags in test emails at all, so use Preview with a real contact instead. Otherwise check the spelling and the capitals against your audience or profile settings.
Are these actually verified?
Each row carries the date it was last checked against that platform's own documentation. They come from the same list Piksio uses inside the product, so a correction in one place fixes both.
My platform is not listed.
Most tools use one of these shapes, and Liquid style double braces is by far the most common. Try the closest match, send yourself a preview with a real contact, and look at what arrives.
Put the name in the picture, not just the subject line
These tags fill in text. Piksio takes the same tags and renders each recipient their own image, with their name, their city or their company logo drawn into it, at the moment they open the email.
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