Personalization & Smart Codes

Smart codes are merge tags that render per-recipient when an email is sent. Write them anywhere in a subject line or body, and PrimoCRM replaces each one with that contact’s value at send time. This page is the complete reference.

How to insert them

In the campaign or template editor, click the smart codes button to browse and insert any tag, or type it by hand. The syntax is always double curly braces:

Hi {{contact.first_name}}, welcome to {{crm.business_name}}.

If a contact has no value for a tag, it renders as empty text. Many tags accept a fallback in the editor’s personalization dialog so a sentence still reads well.

Contact tags

Standard fields on every contact.

Tag	Renders
`{{contact.full_name}}`	Full name
`{{contact.prefix}}`	Name prefix (Mr, Ms, Dr)
`{{contact.first_name}}`	First name
`{{contact.last_name}}`	Last name
`{{contact.email}}`	Email address
`{{contact.id}}`	Internal contact ID
`{{contact.user_id}}`	Linked WordPress user ID
`{{contact.address_1}}`	Address line 1
`{{contact.address_2}}`	Address line 2
`{{contact.city}}`	City
`{{contact.state}}`	State or region
`{{contact.postal_code}}`	Postal or ZIP code
`{{contact.country}}`	Country
`{{contact.phone}}`	Phone number
`{{contact.status}}`	Contact status
`{{contact.date_of_birth}}`	Date of birth

Custom field tags

Any custom field is available by its key:

{{contact.meta.KEY}}

Replace KEY with your field’s key. Examples:

{{contact.meta.company}}
{{contact.meta.plan}}
{{contact.meta.coupon_code}}

The parser resolves any key, including values written by an automation such as the Pro AI action, even if the field is not formally defined in Settings.

Business and general tags

Tag	Renders
`{{crm.business_name}}`	Your business name (falls back to the site title)
`{{crm.business_address}}`	Your business address
`{{wp.admin_email}}`	Site admin email
`{{wp.url}}`	Site URL
`{{latest_post.title}}`	Title of your latest published post

Date tags

Tag	Renders
`{{date.+2 days}}`	A date relative to now, formatted with your site date format. Any phrase `strtotime` understands works, for example `+1 week` or `-3 days`.
`{{date_format.D, d M, Y}}`	Today’s date in a custom PHP date format.

Examples:

Offer ends {{date.+3 days}}.
Sent on {{date_format.l, F j, Y}}.

Subscription and link tags

These power your footer and compliance links.

Tag	Renders
`{{crm.unsubscribe_url}}`	Raw unsubscribe URL
`{{crm.manage_subscription_url}}`	Raw manage-subscription URL
`{{web_preview_url}}`	URL to view the email in a browser
`{{unsubscribe_link\|Unsubscribe}}`	A ready-made unsubscribe link; text after the pipe is the visible label
`{{manage_subscription_link\|Manage preference}}`	A ready-made manage-subscription link

In plain-text emails the link tags render the URL itself rather than an HTML link.

WordPress user tags

For contacts linked to a WordPress user account.

Tag	Renders
`{{wp_user.display_name}}`	User display name
`{{wp_user.user_login}}`	Username
`{{wp_user.password_reset_url}}`	A password reset URL
`{{wp_user.meta.META_KEY}}`	Any WordPress user meta value by key

A worked example

Subject: {{contact.first_name}}, your {{contact.meta.plan}} plan renews soon

Hi {{contact.first_name}},

Your {{contact.meta.plan}} plan renews on {{contact.meta.renewal_date}}.
Questions? Just reply to this email.

Thanks,
{{crm.business_name}}
{{crm.business_address}}

{{unsubscribe_link|Unsubscribe}} | {{manage_subscription_link|Manage preferences}}