In the new MailChimp, we're adding logic to our merge tags. These "smart merge tags" will allow you to create dynamic content that's based on each recipient's data.

Simple Stuff

*|TITLE:MERGE|* will upper-case the first letter of each word of the field, so that *|TITLE:FNAME|* *|TITLE:LNAME|* will convert "roGEr WATERS" into "Roger Waters"

*|UPPER:MERGE|* will upper-case all the letters in the field

*|LOWER:MERGE|* lower-cases all the letters

*|HTML:MERGE|* will print the field without escaping. So if you merge in HTML code like, <b>Bananas!</b> it'll actually render like: Bananas! in your email.

Interest Groups

*|INTERESTED:Pizza,Pie|*
This will only show up if they're interested in pizza or pie
*|END:INTERESTED|*

Note: the interested block right now can only do OR, not AND conditions.

A/B Splits

For A/B splits, there's

*|GROUP:A|*
This will only show for group A
*|END:GROUP|*

Advanced Stuff: Conditions

Ever wanted to dynamically change content in your campaigns, based on the recipient?

In general,

*|IF:MERGE|*
something
*|ELSE:|*
something else
*|END:IF|*

For example, a sporting goods store could send a holiday promotion to its entire list, but swap out the offer by the recipient's state:

*|IF:STATE=CA|*
Save 20% on surf boards!
*|END:IF|*
*|IF:STATE=GA|*
Save 20% on Mountain Bikes!
*|END:IF|*
*|IF:STATE=FL|*
Save 40% on water skis!
*|END:IF|*
*|IF:STATE=CO|*
Save 50% on ski gear
*|END:IF|*

More advanced conditions can be done like:

There's also:
*|IFNOT:MERGE|* to do negative conditions.

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