Creator & Affiliate MarketingEmails
/
4 min read
Merge tags reference
Every merge tag supported in Reach emails: the required unsubscribe link, the company address account tag, contact personalization fields, and how to test them.
Merge tags let you insert dynamic values — like a contact's name or your company address — into emails you design in Z1 Canvas. When Reach sends the email, each tag is replaced with the real value for that contact or account. This page lists every supported tag in one place.
Required tag: unsubscribe link
Every email you send through Reach must include the unsubscribe tag. Reach replaces it with a working unsubscribe link for each recipient.
| Tag | What it inserts | Required |
|---|---|---|
*|UNSUBSCRIBE_URL|* | A unique unsubscribe link for the recipient | Yes — in every email |
Use it as the href of a link in your footer, for example:
<a href="*|UNSUBSCRIBE_URL|*">Unsubscribe</a>
If a contact clicks the link, their subscription status updates automatically. See Subscription status and unsubscribes for what happens after they click.
Account tags
Account tags pull values from your workspace settings rather than from an individual contact.
| Tag | What it inserts | Source |
|---|---|---|
{{ company_address }} | Your company's mailing address | Brand Kit (/brand-kit) |
Your company address comes from your Brand Kit, so updating it there updates it everywhere the tag is used. See Brand Kit and Reach.
Most email regulations (including CAN-SPAM and GDPR-adjacent rules) require a physical mailing address in every marketing email, so include this tag in your footer alongside the unsubscribe link.
Contact field tags
Contact field tags personalize an email with values from the recipient's contact record — the fields you see when you open a contact in Managing contacts.
| Tag | What it inserts | Notes |
|---|---|---|
| — | First name | |
| — | Last name | |
| — | Email address | |
| — | Company | |
| — | Custom fields | — |
Fallback values
A fallback is the text shown when a contact has no value for a field — for example, showing "there" instead of a blank space when a contact has no first name.
Until fallback support is confirmed, assume a tag with no value renders as empty. Before sending to a list where some contacts are missing a field, either avoid the tag or word the sentence so it still reads well when the value is blank.
Where you can use merge tags
You can use merge tags anywhere you write email content in Z1 Canvas — subject lines, preview text, and body text.
They work the same way in one-off broadcasts and in automation emails:
Testing before you send
Merge tags only resolve at send time, so always send yourself a test email before sending to a list. Check that:
- The unsubscribe link renders and opens.
- The company address appears and is current.
- Personalized fields show real values, not raw tag text or blanks.
If a tag appears as literal text in the delivered email (for example, you see {{ company_address }} instead of your address), the tag was typed incorrectly — copy the exact syntax from the tables above.