Merge tags are how a template turns into a personal message for a specific client, without you writing it by hand each time.
What they look like
A merge tag looks like {{client_first_name}}. While you're editing, tags stay exactly like that — they only resolve into real data at send time, pulled from the client, their plan, and you (the logged-in agent).
Inserting one
Click Insert merge tag wherever you see it — in a Text, Heading, Button, or Footer block, in the Subject Line, or in the SMS text box — and pick a tag from the list.
Tag groups
Client — name, email, phone, address, date of birth, Medicare ID
Plan — plan name, carrier, plan type, monthly premium, effective date
Agent — your name, email, phone, NPN, website, booking link, signature
Dates — today's date, the current year, AEP/OEP dates
Intake Forms — inserts a personalized link to your client-portal intake form (email only, as a clickable link)
Previewing
Switch to Preview (email) or check the phone bubble (SMS) to see the template with sample data filled in — a placeholder client like "John Smith," with your real name and contact details used wherever possible.
Personalization always happens at send time, not while you're designing. What you see while editing is the tag itself — what your client actually receives depends on their profile and plan data.
Email signature
If you've turned on append signature to every email in Settings, your signature is added automatically when the email sends. In that case:
The
{{agent_signature}}tag is disabled, since it would duplicate the signatureThe Footer block is disabled for the same reason
Agency catalog templates are the exception — they don't auto-append your signature, since they're built to be complete as-is.