Merge tags reference

Every merge tag you can use in subjects and emails, how fallbacks work, and how to avoid sending an email with a blank.

3 min readLast updated Sep 28, 2026

Merge tags are placeholders that OmniLead replaces with each lead's data when it sends. Write {{firstName}} once and every lead sees their own name.

Syntax

A merge tag is a field name in double curly braces:

Basic merge tag

Hi {{firstName}},

Fallbacks

Add a pipe and a fallback to use when the field is empty:

Merge tag with a fallback

Hi {{firstName|there}},

For a lead with no first name, this becomes "Hi there,". Fallbacks can contain spaces and punctuation, such as {{company|your team}}. They can't contain }} or another merge tag.

Formatting

Tags are inserted exactly as stored. Names are stored in normal case, such as "Ana" and "Example Labs". Tags work in the subject line and the body.

Insert a tag

In the email editor, click Insert merge tag and pick a field. The live preview shows the result for the lead selected on the right.

Person

Tag	Example value
`{{firstName}}`	Ana
`{{lastName}}`	Ruiz
`{{fullName}}`	Ana Ruiz
`{{title}}`	Head of Operations
`{{email}}`	ana@example.com
`{{city}}`	Madrid
`{{country}}`	Spain

Organization

Tag	Example value
`{{company}}`	Example Labs
`{{domain}}`	example.com
`{{industry}}`	Logistics software

{{domain}} falls back to the domain of the lead's email address when the company has none.

Lead attributes

Use {{lead.key}} for any other field stored on the lead, such as data that came with an import or from the directory. For example, {{lead.institution|your institution}} or {{lead.fund|your fund}}. Add a fallback, since not every lead has every attribute.

Sender

These come from the mailbox sending the email and your workspace.

Tag	Example value
`{{senderFirstName}}`	Tom
`{{senderName}}`	Tom Becker
`{{senderTitle}}`	Founder
`{{senderCompany}}`	Northwind

{{senderName}} is the mailbox's sender name and {{senderCompany}} your workspace's company name. {{senderTitle}} is often empty, so give it a fallback.

Custom fields

Use {{custom.key}} for any custom field. The Merge tag column in Settings → Custom fields shows each field's tag:

Custom field with a fallback

I saw you typically write checks around {{custom.check_size|your usual size}}.

Compliance tags

You don't need to add these yourself: every email ends with a footer that includes both, and a one-click unsubscribe header. Use them if you also want them in the body.

Tag	What it inserts
`{{unsubscribeUrl}}`	A one-click unsubscribe link, unique to the recipient
`{{postalAddress}}`	Your workspace's postal address, from Settings → Compliance

A tag that isn't in this reference fails Merge tags valid in the pre-launch checklist.

Good habits

Give every personal tag a fallback. {{firstName|there}} is safer than {{firstName}}.
Read the preview for three different leads before you launch, including one with missing data.
Don't fake personalization. A merge tag that inserts a job title isn't a reason to write. One real sentence about their work is.