The Email Love Figma plugin supports four types of dynamic content that you can design in Figma and export to your ESP. This guide walks through each type, from basic merge tags to advanced looping content.

Important: Every ESP has slightly different syntax for personalization. The examples in this guide use MailerLite and handlebars syntax, but the concepts apply to all major platforms including Salesforce, Hubspot, Klaviyo, Braze, Iterable, and many more. Always reference your ESP's documentation for specific merge tag syntax.

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1. Merge Tags

Merge tags are the simplest form of personalization. They pull in data you store in your ESP (like first name, product details, preferences, or purchase history) and insert it directly into your email.

How to Add Merge Tags

1. In your Figma design, locate the text field where you want to add personalization
2. Copy your ESP's merge tag syntax from your platform's documentation
3. Paste the merge tag directly into the text field in Figma
4. The plugin will preserve this code when you export

Example Syntax by ESP

MailerLite:

Hello {$name|default('kind email peeps')}

Klaviyo:

Hello {{ person.first_name|default:"there" }}

Mailchimp:

Hello *|FNAME:there|*