Merge tags are fields or tags that are unique to every customer. These tags act as placeholders for user attributes, properties, activity data, and user specific/personalized recommendations. Adding merge tags to your emails let you make your content customized—with varying, personalized content for every customer—even in smaller sections of a larger email.
Recommendations powered by merge tags are generated as a customer opens an email, based on their unique recommendations, activities, engagement level, and persona.
If there is not enough data on a particular user to generate recommendations for them on emails, ZetaHub automatically displays the most popular content on your website to them. If there is enough user data, it is easier to display better personalized images and content.