Most digital marketing platforms offer personalization strings, which may be referred to as merge fields, merge tags or substitution strings, depending on the platform. This support allows a string-based identifier, enclosed in a delimiter, to be included on a page or in a message, and when the content is published or sent, the string is substituted with Subscriber data or a defined, system-derived value.

Marketing Cloud supports two types of personalization strings: attribute-based and system-based. Personalization strings are not part of the AMPscript language. However, they can be used with AMPscript within conditional statements, variable definitions or function arguments.