Overview
Add links and merge tags to automatically populate your marketing templates. These include links that allow a customer to call or email with a single click. You can also insert a merge tag to automatically include details specific to each customer.
Make sure you’re viewing the correct Marketing Pro content
This article is for Marketing Pro. If you are using Marketing Pro v2, see Add special links and merge tags to your marketing content for content specific to your experience.
You can check your version following these steps:
Go to the navigation bar and click Marketing
.If the side menu under Analytics includes One-Time Campaigns and Automated Campaigns, you're using Marketing Pro v2. If these options aren't visible, you're using Marketing Pro.
Who uses this feature
Marketing managers, business owners, and other marketers on your team.
Primarily benefits Commercial Service & Replacement and Residential Service & Replacement business types
Applies to all trades
Feature configuration
To get started with Marketing Pro, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager.
Things to know
If there’s no corresponding customer information for a certain merge tag, ServiceTitan automatically removes the tag from the sent email for that customer.
If there’s an issue with a merge tag, you won’t be able to send your campaign. An error message appears with instructions on how to fix the error.
Merge tags in Send Test emails don't display any real customer profile data. Real customer data is only generated by merge tags in emails sent by a launched campaign. Test emails using the phone number merge tags always display a fake placeholder number instead of the real ServiceTitan tracking number, if there is one associated with the campaign.
Certain merge tags pull information from customer records, and other merge tags pull information from the details you entered on the Marketing Pro screen in Settings.
At this time, you can’t create your own merge tags. If there is a merge tag you'd like to see in the product, please let your Customer Success Manager know.
Add merge tags or special links to marketing templates
While editing a text block, click where you want to include a link or merge tag.
In the formatting bar, click the Link icon, Special Links, or Merge Tags, and choose the content you want to insert into your template.
For example, when you add the {{customer_name}} tag to a template, the name of the customer you are sending the email to is auto-populated.
Finish editing your template, and click Save.
Insert links
You can insert and edit the following links in your templates:
Insert special links
Insert special links in your templates that when clicked, will perform a specific action such as Unsubscribe. Special links can also perform specific actions related to ServiceTitan, such as directing recipients to the Customer Portal or open Estimates.
Links that you place in your template when clicked, will perform a specific action.
Link type | Merge tag | Action |
|---|---|---|
Frequently Used | {{unsubscribe_url}} | This includes the Unsubscribe Link that the recipient can use to unsubscribe from your email campaigns.Should you not design your own, one will be placed for you. |
Phone Numbers | {{campaign_phone_number}} | This places a link that allows the recipient to make a call by clicking the phone number associated with the campaign. |
Online Experience |
| This includes:
Note: You need the Online Estimates feature and the Customer Portal feature enabled and set up in your account to use the Open Estimates and customer portal tags respectively. For more, please contact Technical Support for details. |
Insert Merge tags
In Marketing Pro email templates, you can add one of the following types of merge tags to your email campaign:
Default merge tags: Include customer, company, and special link information added as tags to personalize your content.
Custom Field merge tags: Include specific information you gathered about customers that helps you to target your marketing campaigns better.
Default merge tags
To add Default merge tags:
Click Merge tags in the Marketing Pro email template.
On the Select Merge Tag pop-up that opens, click Default merge tags.
From the Select Default Merge Tag field that appears, select a default merge tag to include in your content.
When finished, click Select.
The next sections describe the types of Default merge tags.
Default customer merge tags
Customer merge tags pull information from Customer Records. Use them to personalize your marketing content by including things like the customer's name and city. You can also use them to remind customers how long it's been since their last job.
Merge tag name | Merge tag | What the customer sees |
|---|---|---|
Customer full name | {{customer_name}} | Full name of the customer |
Customer first name | {{customer_first_name}} | First name of the customer |
Customer last name | {{customer_last_name}} | Last name of the customer |
Customer address | {{customer_address}} | Street address of the customer |
Customer city | {{customer_city}} | The city name of the customer |
Customer state | {{customer_state}} | The state of the customer |
Customer ZIP code | {{customer_zip}} | ZIP code of the customer |
No calls since | {{no_calls_since}} | The date of the last time the customer called you |
No jobs since | {{no_jobs_since}} | The date of the last time you completed a job for the customer |
Default company merge tags
Company merge tags pull information from the details you entered in Marketing Pro Settings. Use company merge tags to add information about your company to your marketing content. For example, where your company is located, your tagline or slogan, or your license number.
Note: The {{campaign_phone_number}} merge tag uses the unique tracking number you created when you built your campaign.
Merge tag name | Merge tag | What the customer sees |
|---|---|---|
Company name | {{company_name}} | Your company’s name |
Tagline / Slogan | {{company_tagline}} | Your company’s tagline or slogan |
Company Street Address | {{company_street_address}} | Your company’s street address |
Company Address, Single Line | {{company_address_single_line}} | Your company's full address in a single-line format |
Company Address, Multiline | {{company_address_multi_line}} | Your company's full address in a multi-line format |
Company Website | {{company_website}} | Your company’s website URL |
Year established | {{company_year_established}} | The year your company was established |
LIC # | {{license_number}} | Your business license number |
Copyright text | {{copyright_info}} | Copyright information for your marketing content |
Legal copy | {{legal_copy}} | Legal information for your business |
Company Logo URL | {{logo_url}} | Your company’s logo URL |
Custom Field merge tags
Custom Field merge tags pull information from different places in ServiceTitan, such as Customer Records.
Note: You can choose where you want to pull Custom Field merge tag information from. For more, see Use custom fields.
Use Custom Field merge tags to personalize your marketing content by including information specific for these customers.
For example, if you want to target audiences who own properties with iron gates:
Click Merge tags in the Marketing Pro email template.
On the Select Merge Tag pop-up that opens, click Custom Fields as merge tags.
From the Select Custom Field Location field, select a location to pull the Custom Field information from. This filters the next field’s information.
Click Select Custom Field.
When finished, click Select.
Company merge tags
The Company merge tags pull information from the information you entered in Marketing Pro Settings. Use them to add information about your company to your marketing content, like where your company is located, your tagline or slogan, or your license number.
Note: The {{campaign_phone_number}} merge uses the unique tracking number you created when building a campaign.
Merge tag name | Merge tag | What the customer sees |
|---|---|---|
Company name | {{company_name}} | Your company’s name |
Tagline / Slogan | {{company_tagline}} | Your company’s tagline or slogan |
Company Street Address | {{company_street_address}} | Your company’s street address |
Company Address, Single Line | {{company_address_single_line}} | Your company's full address in a single-line format |
Company Address, Multiline | {{company_address_multi_line}} | Your company's full address in a multi-line format |
Company Website | {{company_website}} | Your company’s website URL |
Year established | {{company_year_established}} | The year your company was established |
LIC # | {{license_number}} | Your business license number |
Copyright text | {{copyright_info}} | Copyright information for your marketing content |
Legal copy | {{legal_copy}} | Legal information for your business |
Company Logo URL | {{logo_url}} | Your company’s logo URL |
FAQ
What is a merge tag and what is it used for?
Merge tags are dynamic placeholders that can be added to the email templates so that they auto-populate with customer-specific data when the campaign is launched and sent to customers.
When you add merge tags to email templates, the tags appear on the template as placeholder words with curly brackets, for example {{customer_name}}, but the recipient sees their specific personalized data in the actual sent email.
Note: If there is no corresponding customer data for a certain merge tag, the system automatically removes the tag from the sent email for that customer.
Is it possible to use merge tags in the email Subject line of campaigns?
Yes, there are a few merge tags now available for the Subject line. Click Merge Tag to see the available options.
Why is 202-555-0193 showing up as the {{Campaign_Phone_Number}} merge tag on our test campaign email if it's not one of our existing tracking numbers?
The 202-555-0193 number is only a fake placeholder for the {{Campaign_Phone_Number}} merge tag when sending a test email. The live campaign’s assigned tracking number should populate correctly in the live email when the campaign launches if there is one associated with the campaign instead of the fake 202 number.
How does the {{Online_Opportunity_Link}} merge tag work? Does it generate the estimate directly in the email?
The {{Online_Opportunity_Link}} merge tag generates a unique URL link to each recipient’s Online Estimates portal, as long as the campaign’s audience is built correctly to capture such customers. The Online Estimates portal shows the most recent opportunity with a valid Open estimate. The opportunity should be created on a job and be in either a Not Attempted, Contacted, or Unreachable status. If there are multiple open estimates in the opportunity, it shows all of those estimates. The recipient can then accept their estimate in the online portal.
You can hide the long auto-generated estimate portal link by using placeholder text and inserting the merge tag into the URL field so the email displays the placeholder text to the recipient instead of a random URL.
Note: Non-job estimates, such as location opportunity estimates, call booking estimates, and membership renewal estimates, aren’t supported in the Online Estimates portal. Only open estimates that were created directly on jobs can be pulled into the Online Estimate portal. If the recipient doesn’t have a valid estimate, the merge tag won’t generate an opportunity link at all for their email.
How do we separate First and Last Names with merge tags in Marketing Pro, especially for customers with more than 2 words in their profile Name field?
The {{customer_name}} merge tag takes the entire name that's entered into the customer profile Name field. The {{customer_first_name}} pulls the first word from the Name field, and the {{customer_last_name}} pulls the last word from the Name field. For example, the customer Bob and Bill Smith show Bob for the {{customer_first_name}} merge tag and then Smith for the {{customer_last_name}} merge tag.
Note: Depending on the complexity of the name, the first and last name merge tags don’t consider titles, such as Esq. or Jr.
Why did this [Company Name] merge tag in one of the built-in ServiceTitan email templates not generate our company name when the campaign went live?
The [Company Name] text isn’t a merge tag. Only the specific merge tags found in the Add merge tags or special links to marketing templates section to your email content article (with the {{ }} curly brackets format) are supported and work to auto-generate customized data in an email template. If a pre-built ServiceTitan email template has text in square brackets, such as [Company Name], this means that the user needs to type their company name into the template if they decide to use it.
Are merge tags available to use with Direct Mail campaigns?
No.
Want to learn more?
Visit ServiceTitan Academy to enroll in Getting Started with ServiceTitan Marketing Pro