> ## Documentation Index
> Fetch the complete documentation index at: https://help.fanaura.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Merge Tags

> A complete reference of all 80+ merge tags available in Fanaura for personalizing emails, SMS, and Instagram DMs with dynamic fan and artist data.

Merge tags are dynamic placeholders that get replaced with real data when your messages are sent. Instead of writing "Hey there," you write "Hey `{fan_first_name}`" — and every fan receives a message with their actual name. It is personalization at scale, and it works across every channel: email, SMS, and Instagram DMs.

***

## How Merge Tags Work

### The Format

Every merge tag follows the same pattern: `{tag_name}`

Write the tag in your message body, subject line, or button URL, and Fanaura replaces it with the actual data at send time.

**What you write**:

```
Hey {fan_first_name}! {latest_title} by {artist_name} is out now.
Listen here: {ai_dsp_link}
```

**What the fan receives**:

```
Hey Sarah! Midnight Drive by Luna Ray is out now.
Listen here: https://fanaura.link/midnight-drive
```

### Fallback Behavior

If a merge tag references data that does not exist for a particular fan, it resolves to an **empty string**. The tag simply disappears from the message.

<Warning>If a merge tag has no data for a fan, it resolves to an empty string. Structure your messages so they read naturally even without the tag data to avoid awkward gaps like "Hey , welcome!"</Warning>

**Better approach** — place merge tags in the middle or end of sentences:

```
Welcome! We are so glad you are here, {fan_first_name}.
```

**Even better approach** — avoid merge tags in critical greetings:

```
Hey! Thanks for being here. You are going to love what's coming next.
```

<Tip>Use merge tags in the middle or end of sentences rather than at the beginning, so empty fallbacks are less noticeable.</Tip>

***

## The Merge Tag Picker

You do not need to memorize tag names. Every message composer in Fanaura includes a **Merge Tag Picker** — click the `{ }` icon to open it.

The picker provides:

* **Category browsing**: Tags organized by type (Fan, Artist, Music, Tour, Merch, Custom)
* **Search**: Type to find a tag by name or description
* **One-click insert**: Click any tag to insert it at your cursor position
* **Preview**: See a description of what each tag resolves to

***

## Complete Merge Tag Reference

<Tabs>
  <Tab title="Fan Tags">
    Personal data from the fan's profile.

    | Tag                      | Description                       | Example Output                                |
    | ------------------------ | --------------------------------- | --------------------------------------------- |
    | `{fan_first_name}`       | Fan's first name                  | Sarah                                         |
    | `{fan_last_name}`        | Fan's last name                   | Johnson                                       |
    | `{fan_email}`            | Fan's email address               | [sarah@example.com](mailto:sarah@example.com) |
    | `{fan_phone}`            | Fan's phone number (E.164 format) | +16157296291                                  |
    | `{fan_city}`             | Fan's city                        | Nashville                                     |
    | `{fan_state}`            | Fan's state or region             | Tennessee                                     |
    | `{fan_country}`          | Fan's country                     | United States                                 |
    | `{fan_vip_status}`       | Fan's VIP tier                    | Gold                                          |
    | `{fan_engagement_score}` | Fan's engagement score (0-100)    | 87                                            |
  </Tab>

  <Tab title="Artist Tags">
    Your artist profile data.

    | Tag                | Description              | Example Output                             |
    | ------------------ | ------------------------ | ------------------------------------------ |
    | `{artist_name}`    | Your artist/project name | Luna Ray                                   |
    | `{artist_bio}`     | Your artist bio          | Indie artist from Nashville...             |
    | `{artist_website}` | Your website URL         | [https://lunaray.com](https://lunaray.com) |
  </Tab>

  <Tab title="Music Tags">
    Data from your music assets and releases.

    | Tag                     | Description                                        | Example Output                                                        |
    | ----------------------- | -------------------------------------------------- | --------------------------------------------------------------------- |
    | `{latest_title}`        | Title of your latest release                       | Midnight Drive                                                        |
    | `{latest_artwork}`      | URL to the latest release artwork                  | [https://cdn.example.com/art.jpg](https://cdn.example.com/art.jpg)    |
    | `{latest_presave_link}` | Presave link for the latest release                | [https://presave.fanaura.com/xyz](https://presave.fanaura.com/xyz)    |
    | `{latest_stream_link}`  | General streaming link                             | [https://link.fanaura.com/stream](https://link.fanaura.com/stream)    |
    | `{spotify_url}`         | Direct Spotify link                                | [https://open.spotify.com/track/](https://open.spotify.com/track/)... |
    | `{apple_music_url}`     | Direct Apple Music link                            | [https://music.apple.com/](https://music.apple.com/)...               |
    | `{youtube_url}`         | Direct YouTube link                                | [https://youtube.com/watch?v=](https://youtube.com/watch?v=)...       |
    | `{ai_dsp_link}`         | Smart link that routes to fan's preferred platform | [https://fanaura.link/midnight](https://fanaura.link/midnight)        |

    <Tip>Use `{ai_dsp_link}` instead of platform-specific links when possible. It automatically detects the fan's preferred streaming service and routes them there — one link for all platforms.</Tip>
  </Tab>

  <Tab title="Tour Tags">
    Data from your tour dates and events.

    | Tag                  | Description                      | Example Output                                                  |
    | -------------------- | -------------------------------- | --------------------------------------------------------------- |
    | `{next_event_name}`  | Name of your next upcoming event | Luna Ray Live in Nashville                                      |
    | `{next_event_date}`  | Date of your next event          | June 15, 2026                                                   |
    | `{next_event_venue}` | Venue name                       | The Ryman Auditorium                                            |
    | `{next_event_city}`  | Event city                       | Nashville                                                       |
    | `{tour_link}`        | Link to your tour page           | [https://lunaray.com/tour](https://lunaray.com/tour)            |
    | `{ticket_link}`      | Direct ticket purchase link      | [https://tickets.example.com/](https://tickets.example.com/)... |
    | `{presale_code}`     | Active presale code              | VIPFAN2026                                                      |
  </Tab>

  <Tab title="Merch Tags">
    Data from your merch products.

    | Tag                  | Description      | Example Output                                                     |
    | -------------------- | ---------------- | ------------------------------------------------------------------ |
    | `{merch_item_name}`  | Product name     | Midnight Drive Tour Hoodie                                         |
    | `{merch_item_link}`  | Product page URL | [https://shop.lunaray.com/hoodie](https://shop.lunaray.com/hoodie) |
    | `{merch_item_price}` | Product price    | \$45.00                                                            |
  </Tab>

  <Tab title="Custom Tags">
    Any custom fields you have added to your fan profiles are available as merge tags:

    | Tag                   | Description                                |
    | --------------------- | ------------------------------------------ |
    | `{custom_field_name}` | The value of the custom field for that fan |

    Common custom fields include:

    * `{favorite_song}` — Fan's self-reported favorite song
    * `{how_discovered}` — How the fan found your music
    * `{birthday}` — Fan's birthday
    * `{preferred_genre}` — Genre preference
  </Tab>
</Tabs>

***

## Using Merge Tags by Channel

<Tabs>
  <Tab title="Email Subject Lines">
    Merge tags in subject lines dramatically increase open rates:

    ```
    {fan_first_name}, your presave is confirmed
    New from {artist_name}: {latest_title}
    See you at {next_event_venue}, {fan_first_name}!
    ```

    <Tip>Personalized subject lines with `{fan_first_name}` boost open rates by 20-30%.</Tip>
  </Tab>

  <Tab title="Email Bodies">
    Use merge tags freely throughout your email content:

    ```
    Hey {fan_first_name},

    {latest_title} drops this Friday. We've been working on this one for months
    and we cannot wait for you to hear it.

    Presave now: {latest_presave_link}

    See you on tour,
    {artist_name}
    ```

    Merge tags also work in **button URLs**:

    ```
    Button text: "Listen Now"
    Button URL: {ai_dsp_link}
    ```
  </Tab>

  <Tab title="SMS Messages">
    Keep it concise — merge tags count toward your character limit:

    ```
    {fan_first_name}! {latest_title} is live. Listen: {ai_dsp_link}
    ```

    <Warning>Remember that the resolved tag length varies. `{fan_first_name}` might become "Sarah" (5 chars) or "Christopher" (11 chars). Build in a buffer.</Warning>
  </Tab>

  <Tab title="Instagram DMs">
    DMs should feel conversational:

    ```
    Hey {fan_first_name}! Thanks for the presave.
    Here's the link when it drops: {ai_dsp_link}
    ```
  </Tab>
</Tabs>

***

## Merge Tag Patterns

<AccordionGroup>
  <Accordion title="The Personalized Presave Request">
    ```
    Subject: {fan_first_name}, presave {latest_title} before anyone else

    Hey {fan_first_name},

    I'm dropping a new track called {latest_title} and I'd love for you to be
    one of the first to hear it.

    Presave it here and it'll automatically land in your library on release day:
    {latest_presave_link}

    Thanks for always supporting,
    {artist_name}
    ```
  </Accordion>

  <Accordion title="The Tour Announcement">
    ```
    Subject: {artist_name} is coming to {fan_city}!

    {fan_first_name}, I'm bringing the tour to {next_event_city} on {next_event_date}
    at {next_event_venue}.

    Get your tickets here: {ticket_link}

    Use presale code {presale_code} for early access.

    See you there!
    ```
  </Accordion>

  <Accordion title="The Merch Drop">
    ```
    Subject: New drop: {merch_item_name}

    {fan_first_name},

    The {merch_item_name} just went live. Only available while supplies last.

    Shop now: {merch_item_link}
    Price: {merch_item_price}
    ```
  </Accordion>
</AccordionGroup>

***

## Tips and Best Practices

<AccordionGroup>
  <Accordion title="Always test">
    Send a test message to yourself to see how merge tags render with real data.
  </Accordion>

  <Accordion title="Plan for empty data">
    Write messages that still make sense if a merge tag resolves to nothing.
  </Accordion>

  <Accordion title="Use the Merge Tag Picker">
    Do not try to remember tag names — browse and search instead.
  </Accordion>

  <Accordion title="Favor ai_dsp_link over platform-specific links">
    One smart link serves all platforms. Fans are automatically routed to their preferred streaming service.
  </Accordion>

  <Accordion title="Personalize subject lines">
    `{fan_first_name}` in email subjects boosts open rates by 20-30%.
  </Accordion>

  <Accordion title="Keep SMS merge tags minimal">
    Every character counts. One or two tags per SMS is plenty.
  </Accordion>

  <Accordion title="Combine merge tags with conditions">
    Use conditions to check if data exists before sending a merge-tag-heavy message.
  </Accordion>
</AccordionGroup>

***

## What Happens Next

With merge tags personalization mastered, learn how to configure flow-level settings. Head to [Flow Settings](/flow-builder/settings).