Template Tags

Tags are placeholders written in square brackets that waveMail replaces with real values the moment an email is sent. Use them to personalise messages and to insert the links every campaign needs — in your template body, your subject line, and your automation content.

For example, this:

Hi [FNAME],

Thanks for joining [LIST_NAME]! Here's what's new this month.

…arrives in each subscriber's inbox as “Hi Sarah, Thanks for joining Newsletter Subscribers!”. If a value is missing, the tag is simply left blank.

The tags below are the most commonly used. The complete, always-current list — including a tag for every custom field on your own lists — is shown inside the app whenever you edit a template or campaign.

Subscriber & personalisation

Every custom field you add to a list also becomes a tag, using that field's tag name (for example a “Company” field becomes [COMPANY]).

Tag	What it inserts
`[EMAIL]`	The subscriber's email address.
`[FNAME]`	Subscriber's first name.
`[LNAME]`	Subscriber's last name.
`[SUBSCRIBER_UID]`	The subscriber's unique identifier.

Required links

Australian and international anti-spam rules require a working unsubscribe link and your business address in every commercial email. These tags insert them for you.

Tag	What it inserts
`[UNSUBSCRIBE_URL]`	One-click unsubscribe link (required in every campaign).
`[DIRECT_UNSUBSCRIBE_URL]`	Unsubscribes immediately, without a confirmation page.
`[COMPANY_FULL_ADDRESS]`	Your business postal address (required).
`[WEB_VERSION_URL]`	“View this email in your browser” link.
`[UPDATE_PROFILE_URL]`	Lets subscribers update their own details.
`[MANAGE_SUBSCRIPTIONS_URL]`	Subscriber preference centre, where people manage which lists they're on.

List & company

Tag	What it inserts
`[LIST_NAME]`	The list's name.
`[LIST_UID]`	The list's unique identifier.
`[LIST_SUBSCRIBE_URL]`	Public subscribe link for the list.
`[LIST_UNSUBSCRIBE_URL]`	Public unsubscribe link for the list.
`[COMPANY_NAME]`	Your company name.

Campaign

Tag	What it inserts
`[CAMPAIGN_NAME]`	The campaign's internal name.
`[CAMPAIGN_UID]`	The campaign's unique identifier.
`[CAMPAIGN_SUBJECT]`	The campaign subject line.
`[CAMPAIGN_FROM_NAME]`	The sender name.
`[CAMPAIGN_FROM_EMAIL]`	The sender email address.
`[CAMPAIGN_REPLY_TO]`	The reply-to address.

Date & time

Tag	What it inserts
`[CURRENT_YEAR]`	The current year, e.g. for a footer copyright line.
`[CURRENT_MONTH]`	The current month.
`[CURRENT_DAY]`	The current day of the month.
`[CURRENT_DATE]`	The full current date.
`[DATETIME]`	The current date and time.

Tips

Tags work in subject lines as well as the email body — try [FNAME], your March update is here.
Set a default value on a custom field so personalised greetings still read well when the value is empty.
Always send yourself a test and use the preview before launching — it shows your tags filled in with sample data.