In order to use Email Analytics to collect individual-level data on your subscriber behaviour, we need a way to identify your subscribers in our tracking codes. We do this through the use of a merge tag.

Depending on the type of mailing software you use, merge tags may also be known as personalization fields, substitution strings, or personalization tags. These tags allow you to insert data from your mailing list directly into your email campaigns. For example, if you are a MailChimp user and you'd like to insert your subscriber's first name into your email, you might use the merge tag *|FNAME|*. Every time MailChimp sees the tag *|FNAME|* in your email, they will replace this tag with the unique data associated with each recipient in your list.

By correctly identifying the merge tag for your mailing platform, you're ensuring that EMclimb can collect all the data you're looking for and match it back to the subscribers on your list. To ensure EMclimb does not collect or retain personally identifiable information (PII) for your subscribers, our tracking codes do not support "email address" merge tags.