Merge tags let you write one template and send it to hundreds of people, with each message filled in with that person's own details. Instead of typing a name and address into every letter, you drop in a placeholder and Rex swaps it for the real value when the message goes out.
This article explains how merge tags work, how to insert them, and what to do when one does not fill in as expected. For the full list of every tag you can use, see Merge Tags: The Complete List.
What A Merge Tag Is
A merge tag is a fill-in-the-blank you place in an email, SMS or letter. It looks like this:
{{contact:name_first}}
When the message is sent, Rex replaces that tag with the real detail from the record you are sending to. So a template that starts with "Hi {{contact:name_first}}," arrives as "Hi Bill," for Bill and "Hi Mary," for Mary.
Which Tags Are Available
The tags you can use depend on what the message is about.
Every template is tied to a record type, whether that is a contact, a listing, a property or a project. When the message is to a contact, the contact tags are available. When it is about a listing, the listing, contract and agent tags appear as well. A tag that does not belong to the record you are sending on will not fill in.
This is why the picker never shows every tag at once. It only shows the ones that make sense for the message you are writing. If you want to see them all in one place, they are gathered in Merge Tags: The Complete List, under the same category headings you see in the picker.
How To Insert A Merge Tag
Merge tags are not typed by hand.
- In the message editor, click Insert Merge Tag.
- Choose a Category.
- Pick the tag you want.
Rex inserts the tag at your cursor, wrapped in double braces, for example {{office_name}}. On send, each tag is replaced with that record's real value.
Please Note: A blank field gives a blank result. If a contact has no mobile number recorded, {{contact:sms}} comes out empty. The tag is not broken, the record simply has nothing in it to fill in.
Choosing The Right Name Tag
The most common mix-up is which name tag to use. There are several, and they each read differently, so they suit different contexts.
| Use this | Reads as | Merge tag |
|---|---|---|
| First / salutation name | Bill | {{contact:name_first}} |
| Formal name | Mr Bill Thomas | {{contact:name_formal}} |
| Addressee name | Mr B Thomas | {{contact:name_addressee}} |
| Address block (for letters) | Name plus postal address | {{contact:address_block}} |
Choosing A Date Format
Date tags offer several formats, so you can write the date the way you want it to read.
Today's date, for example, can come through as a full date using {{date:ddmmyyyy}} (25/12/2026), just the year using {{date:year}}, or the weekday name using {{date:dowf}} (Thursday). The same format options are available on any date field, including the auction date and the settlement date.
When Something Looks Wrong
| What you see | Why | How to fix it |
|---|---|---|
The tag printed as {{...}} in the sent message |
The tag is not valid on this record type, or it was mistyped. A hand-typed tag, or one that belongs to a different record type, is left as-is instead of being filled. | Delete it and insert it again using Insert Merge Tag, so only applicable tags can be chosen. |
| The tag came out blank | That field is empty on the record. The tag worked, the contact or listing just has nothing in that field. | Fill the field in on the record, or choose a different tag that does have a value. |
| The name reads too formal or too informal | The wrong name form was used. | Swap between name_first, name_formal and name_addressee. See Choosing The Right Name Tag above. |
| A custom field is not in the master list | Custom fields are specific to your account, so they are not in the master list. | In the picker, look under the record's Custom Fields category, for example Contact (Custom Fields). |
Common Questions
What is the difference between the logged in user and the listing agent?
The logged in user tags ({{user:full_name}} and the rest) fill with whoever is sending the message. The listing agent tags ({{listing_agent_1:full_name}} and the rest) fill with the agent recorded on the listing, which may be someone else entirely.
Do the brochure tags work in emails and letters?
No. Brochures and marketing templates are built in a separate editor and have their own set of tags for images, property attributes and advert copy. Those tags do not appear in the email, SMS and letter editors, and only the correspondence tags listed in this article are available there.
Can I type a tag in myself if I know the name?
It is not recommended. A hand-typed tag that does not exactly match, or that does not belong to the record type you are sending on, will print as text in the sent message rather than filling in. Always insert from the picker.
Custom Fields Become Tags Too
Your account's custom fields each get a merge tag as well, whether the field sits on a contact, listing, property, project or on the agency itself.
They are not in the master list, because every account's custom fields are different. Instead they appear in your own picker automatically, under the record's Custom Fields category, labelled with the field's name.
| Custom fields on | Picker category | Tag looks like |
|---|---|---|
| A contact | Contact (Custom Fields) | {{cf.contacts.<id>}} |
| A listing | Listing (Custom Fields) | {{cf.listings.<id>}} |
| A property | Property (Custom Fields) | {{cf.properties.<id>}} |
| The agency | Agency (Custom Fields) | {{cf.accounts.<id>}} |
| A project or stage | Project (Custom Fields) | {{cf.projects.<id>}} |
The <id> is the field's own number, which is why two accounts' tags for a similarly named field will not match. You never need to type it, the picker handles it.
Please Note: Custom field values come out tidy rather than raw. A tick-box resolves to Yes or No, a date to dd/mm/yyyy, a file to a link, and a multi-select to a comma separated list. Long text custom fields keep their line breaks.
You can also merge a custom field belonging to a related person, for example a field on the listing's agent ({{cf.listing_agent_1s.<id>}}), the contact's owner ({{cf.contact_record_owners.<id>}}), or the logged in user ({{cf.users.<id>}}).