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Documentation Index

Fetch the complete documentation index at: https://docs.messagesender.ai/llms.txt

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Merge fields let you personalize outgoing messages with contact data without writing a separate message for each recipient. You write a placeholder like {{firstName}} in your message body, and Amplifi replaces it with the matching value from each contact’s record when the message is sent.

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How merge fields work

When you include a merge field in a message, Amplifi looks up the corresponding field on each contact in your audience and substitutes the value before delivery. Every recipient gets a message tailored to their own data—no manual effort required. If a contact is missing a value for a merge field you’ve used, the field resolves to blank by default. The message still sends; the placeholder is simply omitted from that recipient’s copy.
Merge fields are supported in campaign message bodies and poll messages. They are not evaluated in message names, segment filters, or other non-message text fields.

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Built-in merge fields

These fields are available for every contact and map to Amplifi’s standard contact data.
Merge fieldContact data
{{firstName}}First name
{{lastName}}Last name
{{email}}Email address
{{phone}}Phone number
{{city}}City
{{state}}State
{{zip}}ZIP code

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Custom fields

If you’ve added custom fields to your contacts, you can use them as merge fields using the same {{fieldName}} syntax. Use the field name exactly as it appears in your contact data. For example, if you have a custom field named district, you can reference it as {{district}} in your message text.
Custom field names are case-sensitive. Make sure the name in your merge field matches the field name in your contact records exactly.

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Example

Hi {{firstName}}, we're reaching out about your district in {{city}}.
For a contact named Maria in Austin, that message delivers as: 
Hi Maria, we're reaching out about your district in Austin.
For a contact with no city on file, the same template delivers as: 
Hi Maria, we're reaching out about your district in .
If blank values in your message text would look awkward, review your contact data before sending and filter to contacts who have the relevant fields populated.

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Inserting merge fields in the composer

1

Open the message composer

Create or edit a campaign or poll message. The message body field supports merge fields.
2

Type or insert a merge field

Type the merge field directly into your message, including the double curly braces: {{firstName}}. You can add as many merge fields as you need in a single message.
3

Preview before sending

Use the test send feature to send the message to yourself or a test recipient. This lets you confirm how merge fields resolve with real contact data before the full send.

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Fallback behavior

The merge field is replaced with an empty string, and the message still delivers. For example, Hi {{firstName}}! would send as Hi ! for a contact with no first name on file. Review your audience’s data completeness before launch if this would create confusing messages.
If the field name doesn’t match any built-in field or custom field on the contact, the placeholder resolves to blank just as if the contact had no value for it.
Amplifi does not currently support inline fallback syntax (like {{firstName | there}}). To ensure messages read naturally for all recipients, consider filtering your audience to contacts who have the relevant field populated before sending.