Personalize your emails with guest attributes in Cloudbeds CRM (Merge Tags)

With Cloudbeds CRM, you can easily personalize emails using guest attributes stored in your contact lists. Personalizing emails helps increase engagement by tailoring messages to each recipient. Here’s how to make the most of personalization in your campaigns.

Where You Can Add Personalization

Guest attributes, also called "Merge Tags," can be used in:

• The email subject line
• The email preview line
• The email body

Attributes act like column headers in a spreadsheet, representing information saved about each contact, like name, email, phone number, and more.

Adding Personalization to Your Email

When designing an email, you’ll insert placeholders for each attribute, which will automatically be replaced with each guest’s personal details at the time of sending. Placeholders follow this format:
{{first_name}}

1. Personalizing the Subject Line

To add a guest’s name or other information in the subject line, type the attribute placeholder directly into the subject field during the Setup step.
For example, typing {{first_name}} will display the guest’s name when the email is sent, like “Hi Matt, check out our latest offers!”

If the email is sent to the contact on our list, matt@hotel.cloud, whose attribute for first_name is Matt, then the email subject will appear like this in his inbox:

2. Personalizing the Preview Line

The preview line, also set in the Setup step, works similarly to the subject line. Adding personalization here further tailors the message that appears in the recipient’s inbox.

3. Personalizing Email Content

In the Design step, we recommend using the Drag & Drop Editor for building responsive, personalized emails. You can add placeholders by:

• Manually typing attribute placeholders
• Using the Merge Tags dropdown menu to select the attribute you want to insert

Adding Personalization in Other Editors

If you’re using the Rich Text or Paste Your Code editors, you can manually add placeholders as described above.

Testing Your Personalized Email

On the Confirmation screen, you’ll see an overview of all placeholders used in your email, including in the "from" name and subject line. To review how personalization appears, send a test email using the Send a Test button.

Available Personalization Attributes

Here are some commonly used attributes to customize your messages:

• Email Address: {{email}}
• First Name: {{first_name}}
• Last Name: {{last_name}}
• Gender: {{gender}}
• Language: {{language}}
• Company Name: {{company_name}}
• Country Code: {{country_code}}
• Booking Details: {{booking_property}}, {{booking_check_in}}, {{booking_check_out}}, {{booking_reference}}, {{booking_total_price}}

Additional address details and individual room bookings within a single booking can also be included.