Overview

Merge tags let one campaign email greet every contact by name and sign off with your details, without typing either one.

A merge tag is a placeholder in double curly braces, like {{first_name}}. When Grove sends your campaign, it swaps each tag for the real value: your contact's first name, your phone number, your company address.

Open the email builder

1. Go to Campaigns and click + Campaign. The All templates window opens with Start from scratch, Create with AI, and ready-made templates such as 4th of July and Annual Home Review.

2. Click + Start from scratch. The Build Email editor opens with an empty canvas. The Content panel on the right holds the blocks you write in, including Paragraph and Heading.

Tags you can use

Contact tags come from the contact's own record.

• First name: {{first_name}}
• Last name: {{last_name}}
• Full name: {{full_name}}
• Email: {{email}}
• Phone: {{phone}}
• Street address: {{home_street}}
• City: {{home_city}}
• State: {{home_state}}
• Postal code: {{home_postal_code}}
• Full address: {{home_address}}

Agent tags come from Campaign Settings, or each sender's own profile.

• Agent name: {{agent_name}}
• Agent phone: {{agent_phone}}
• Agent email: {{agent_email}}
• Agent avatar URL: {{agent_avatar_url}}

Brokerage tags come from Campaign Settings. The logo comes from your Brand Kit.

• Brokerage name: {{brokerage_name}}
• Brokerage logo URL: {{brokerage_logo_url}}

Company tags come from your Address settings.

• Company name: {{company_name}}
• Company address: {{company_address}}
• Company phone: {{company_phone}}

Social tags come from Campaign Settings.

• Facebook URL: {{social_facebook_url}}
• Instagram URL: {{social_instagram_url}}
• LinkedIn URL: {{social_linkedin_url}}
• YouTube URL: {{social_youtube_url}}

Fill in your details once

Agent, brokerage, and social tags are only as good as what's behind them. Set them up once in Campaign Settings under Merge tags, and your company details on the Address page.

For more, see Campaign settings and Set up your business address.

Check before you send

• Click Send Test to see the email with a sample contact's details filled in.
• On the Schedule step, the Readiness list names any Merge fields with no data behind them, with buttons to go fix them.

Good to know

• Every email you start from scratch already has a footer with {{company_name}}, {{company_address}}, {{company_phone}}, and an Unsubscribe link.
• Type the tag exactly as shown, with double curly braces, or pick it from the menu so there's no chance of a typo.
• Agent tags left blank in Campaign Settings use each sender's own profile instead.
• Keep your greeting safe for contacts with missing info. "Hi {{first_name}}," reads oddly if a contact has no first name on file. A quick look at your recipients first saves an awkward send.

Watch it