--- schema_version: "1" id: 27c1eb62a1bd1932acd5dfbab0a3d41bf0f62cf23a2749a81673021df17dddb7 title: Personalize Content with Merge Fields in Marketing Cloud Next collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_content_personalization_merge_fields.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_merge_fields.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: f9965cfd14624724fe012ce7b2f182d4a3ded02c0ffcbeaf774fde53d31a258c description: Use merge fields to personalize your marketing content with customer data. For example, personalize an email with your customer's name or customize a landing page with products you know they're interested in. products: - Marketing release: "264" --- # Personalize Content with Merge Fields in Marketing Cloud Next Use merge fields to personalize your marketing content with customer data. For example, personalize an email with your customer's name or customize a landing page with products you know they're interested in. [View supported editions](https://help.salesforce.com/s/articleView?id=mktg.mktg_editions.htm&release=264.0.0&type=5 "Marketing Cloud Next is available in Growth and Advanced editions, and requires Salesforce Enterprise or Unlimited editions. Some features are limited by edition or purchased add-on. All functionality is available in Lightning Experience only."). ## Add a Merge Field Before adding merge fields, review and set up the [data sources](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_data_sources.htm&release=264.0.0&type=5 "To embed personalized data in your marketing content, add a data source. A data source represents an object or element from your org that contains fields and data. After you select a data source, its fields and attributes are available to use in merge fields, expressions, repeater components, and dynamic content.") for your content item. The data sources that you add to your content determine which data is available to use in merge fields. ![Note](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/images/icon_note.png) Note SMS and WhatsApp messages use the default data graph that's configured in Setup for merge fields. 1. You can use merge fields in the subject line and preheader of an email, or in the text of your content. - For the subject or preheader in an email, click **Add Merge Field**. - When editing content, in the editing toolbar of a text-based component, click the Add Merge Field icon ![Add a merge field icon](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_content_builder_toolbar_mergefield_icon.png). 2. Select the data source type, and then select the attribute you want to insert. 3. If you select data graph attributes, select or create an expression to filter and sort data as needed. ## Example: Use Data Graph Data in a Merge Field When you use merge fields that refer to a data graph, you can personalize messages with timely and accurate data about your customers from across related data objects. For example, use data from a contact record and attributes from a related object, like a service case. First, make sure that a data graph based on the unified individual object is available as a [data source](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_data_sources.htm&release=264.0.0&type=5 "To embed personalized data in your marketing content, add a data source. A data source represents an object or element from your org that contains fields and data. After you select a data source, its fields and attributes are available to use in merge fields, expressions, repeater components, and dynamic content."). When inserting a merge field, create an expression to find a data attribute in associated data objects. In the expression, define criteria across objects to find the right attribute and narrow results. To help maintain consistency across your marketing content and reduce message design time, you can [create and save an expression](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_expression_create.htm&release=264.0.0&type=5 "Get more consistency and control over how data is referenced in your marketing content by saving personalized merge field criteria in an expression. Define filter and sort options across related data objects to select the right attribute for the merge field. Save the expression, including the references to those data objects, in Salesforce CMS. You can reuse the expression in email, SMS, MMS, RCS, WhatsApp, In-App, and Push messages.") in your marketing workspace. Then, select the expression in a future message to reuse filter and sort criteria, including the references to data objects. ![Example](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/images/icon_example.png) Example Marketer Erin wants to share recent opportunities with partners in an email. By using a merge field that's related to both an account and an opportunity, Erin can insert the latest opportunity for a specific account. In the expression, Erin filters accounts by lead type and then sorts the related opportunities in descending date order to get the most recent opportunity. Erin saves the expression to reuse it in next month's email to partners. #### See Also - [Set Up Personalization Features in Marketing Cloud](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_graph_setup.htm&language=en_US) - [_Video_: Marketing Cloud: Cross-Object Merge Fields](https://salesforce.vidyard.com/watch/VrrS2gDQpW48LxffxdumDv) - [Create an Expression for a Personalized Merge Field in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_expression_create.htm&release=264.0.0&type=5 "Get more consistency and control over how data is referenced in your marketing content by saving personalized merge field criteria in an expression. Define filter and sort options across related data objects to select the right attribute for the merge field. Save the expression, including the references to those data objects, in Salesforce CMS. You can reuse the expression in email, SMS, MMS, RCS, WhatsApp, In-App, and Push messages.") - [Create an Email in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_email_create.htm&release=264.0.0&type=5 "The content editing experience in Marketing Cloud Next provides tools to build an email, preview and test it, and publish it for use with a campaign. To make major changes to a published email or to prevent it from sending in a campaign, you can unpublish it.") - [Create and Manage an SMS or MMS Message](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_sms_create.htm&release=264.0.0&type=5 "Create an SMS or MMS message for your marketing campaigns and reach your customers directly on their mobile devices. For example, use SMS messaging to promote something new or follow up on an ongoing transaction. MMS is supported only in the United States and Canada.") - [Add Required Consent Details to Promotional Emails](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_email_canspam.htm&release=264.0.0&type=5 "To comply with privacy and consent laws and regulations, including the U.S. CAN-SPAM Act, add an opt-out link and a physical mailing address to emails. Use the corresponding merge fields in text-based components in the email body.")