What is it?
Merge tags and parameters (also know as variables) enable the ability to pass data between pages, and pre-populate fields within forms. One of the ways is to use the URL to pass the values or data.
A merge tag is a bit of ESP-specific code that allows you to insert unique user data from your mailing list into emails and beyond.
Why use this method?
As digital marketers, we should strive to optimize a customer’s experience by reducing friction and personalizing their journey. By using merge tags and parameters you can optimize a customer’s journey and help improve conversion goals. Merge tags correspond to field data in your email lists, and can be used to insert personalized or dynamic content into your campaigns, signup forms, response emails, and workflow. There are merge tags from everything from First Name's to ID's.
Passing through parameters is important for collecting information from email all the way through to the product page, as well as for pre-populating landing page forms.
Personalize the shopping experience
For example, as an e-commerce company, you want to make the purchasing process as easy as possible. Driving your audience to interact with your marketing campaigns and ultimately make a purchase needs to be a smooth experience with as few sticking points as possible.
You can accomplish this with your Zembula marketing campaigns by passing through data that personalizes the shopping experience for your buyer. For example, you can apply a unique discount code to their shopping cart after they interact with your Zembula reveal Experience, enabling them to receive the discount without having to copy and paste a specific code.
When a recipient receives your email, they will click on the link to the interstitial page with your Zembula Experience. Their email information and discount code is passed to this page via the customized URL in your email. (More on how to set that up in a minute).
Once they complete interaction with the Experience and click the CTA, this data is passed through to your CTA URL, and the discount is applied for the user.
Data can be passed the same way from an email directly to an Experience embedded on your website, as well.
How It Works
Within your e-commerce platform, you will generate the different discount codes for your campaign. You’ll then merge that in your ESP.
Next, append the URL to the Zembula interstitial page with the merge tag for your discount code and any other data you would like to pass through.
When the email is sent, each recipient receives a unique discount code. This code and the other parameters you set are passed from the email to the interstitial page, and then through to the final destination, being the CTA landing page.
How do I set this up?
You can use pass through parameters in conjunction with your experience page by prefixing each parameter with “si_”.
If your experience page URL is http://www.zmbl.co/zembula/offers/september-peel-it
and you wanted to pass through the email addresses of your email list all you would need to do is prefix si_ before each parameter in your query string, such as: si_email_address=*|EMAIL|* . Your final url would look like:
You would then add this full URL to the hero image within your email. If you are using the Zembula email builder you would simply replace the current Experience Page link within your html for a link that includes your appended pass through parameter and merge tags.
Note: you will need to prefix each one of your parameters with “si_” and the first parameter with “?si_” in order for the pass through parameters to function correctly.
Keep in mind the above URL is only an example. Your merge tag may be different depending on your Email Service Provider.