A merge tag is a placeholder in double curly brackets, like {{code}}, that Wrapped replaces with the real value for each gift card when it sends an email or draws a PDF. You can use them in the subject line, the preview text and the body of gift card and voucher emails and PDFs.
Adding a merge tag
- New branding: in the email editor, use Insert detail to add a detail such as Code or Balance. It shows as a labelled pill. Link destinations such as Check balance page are under Link and in a Button block's Button links to setting. You can also type a tag by hand into the subject, preview text or body. See Customize your gift card emails.
- Classic branding: the drag-and-drop editor has a merge tag picker grouped into Card, Wallet, People and Your shop, or you can type the tag.
Tags aren't case-sensitive, and spaces inside the brackets are fine: {{ code }} works the same as {{code}}.
Card details
| Tag | Replaced with | In the editor's Insert detail menu as |
|---|---|---|
{{code}} | The full gift card code. | Code |
{{balance}} | The current balance, formatted with currency, e.g. $50.00. Blank for a voucher with no value on it. | Balance |
{{total_issued_amount}} | Everything ever loaded onto the card, including top-ups and bonus credit. | Amount issued |
{{expiration_date}} | The expiry date, e.g. 31 Dec 2027, in your account's time zone. "None" if the card doesn't expire. | Expiry date |
{{date_of_purchase}} | The date the card was created, e.g. 13 Sep 2026. | Purchase date |
People
| Tag | Replaced with | In the editor's Insert detail menu as |
|---|---|---|
{{recipient_name}} | The recipient's name. | Recipient's name |
{{recipient_email}} | The recipient's email address. | – |
{{buyer_name}} | The name of the person who sent the card as a gift. If it wasn't a gift, the recipient's name. | Sender's name |
{{buyer_full_name}} | Same as {{buyer_name}}. | – |
{{buyer_email}} | The sender's email address. If it wasn't a gift, the recipient's email address. | – |
{{gift_card_message}} | The gift message, plus a playable thumbnail if the sender recorded a video message. | – (use the Gift message block) |
Your business
| Tag | Replaced with | In the editor's Insert detail menu as |
|---|---|---|
{{shop_name}} | Your business name from your account settings. | Business name |
{{company_name}} | Same as {{shop_name}}. | – |
{{shop_email}} | Your send-from and reply-to email address. If you haven't set one up, the email address on your account. | Your email |
{{shop_url}} | The website in your account settings. | Link option Your website |
{{shop_name}} uses the business name in your account settings, while the email header and footer use the Business name on Branding › Brand. Keep them the same. See Account settings.
Links
| Tag | Where it goes | Link option in the editor |
|---|---|---|
{{view_balance_url}} | Your check balance page, with this card's code already filled in so the balance shows straight away. | Check balance page |
{{gift_to_friend_url}} | The gift to a friend page for this card. | Gift it to a friend |
{{pdf_url}} | The printable PDF of this card. | Printable PDF |
{{topup_url}} | An online top-up page for this card. Only useful if online top-ups are set up for your account. | Top up |
{{apple_wallet_url}} | Adds the card to Apple Wallet. | – (use the Wallet buttons block) |
{{google_wallet_url}} | Adds the card to Google Wallet. | – (use the Wallet buttons block) |
{{gift_image_url}} | The address of the card design the buyer chose. | – (use the Gift card image block) |
Anyone who has one of these links can open that card's page, PDF or pass, so treat the links like the gift card code.
Vouchers and web store products
These are filled in when the card or voucher was bought from your web store. For other cards they're blank.
| Tag | Replaced with |
|---|---|
{{voucher_title}} | The product name and option, e.g. "Signature massage - 60 min". In the editor: Voucher title. |
{{voucher_name}} | The product name on its own. In the editor: Voucher name. |
{{voucher_option}} | The option chosen, e.g. "60 min". Blank if there's no option. In the editor: Voucher option. |
{{voucher_value}} | The voucher's value. Blank if the voucher has no value. In the editor: Voucher value. |
{{voucher_description}}, {{product_description}} | The product's description. |
{{voucher_terms}}, {{product_terms}} | The product's terms. |
{{product_name}} | Same as {{voucher_title}}. |
{{product_email_content}} | The product's extra email content. |
{{voucher_image_url}}, {{product_image_url}} | The product or option image. |
Descriptions and terms are read from the product when the email is sent or the PDF is opened. If you edit a product's terms, PDFs for vouchers already sold show the new terms the next time they're opened.
The unsubscribe link
- New branding: every email has an Unsubscribe link in the footer automatically. You don't add a tag.
- Classic branding: if you put
{{unsubscribe_link}}anywhere in the email body (for example as a link's address), it's replaced with the unsubscribe link and Wrapped doesn't add its own unsubscribe line. If the tag isn't in the body, Wrapped adds "If you would like to unsubscribe and stop receiving these emails click here" at the bottom.
A customer who unsubscribes stops receiving all emails from your account, including gift card emails. See A customer didn't receive their gift card email.
Cards issued through the API
Gift cards created through the Wrapped API can carry extra event properties. Each one can be used as {{event.name}}, where name is the property's name. See The Wrapped API.
Common questions
What happens if I misspell a tag?
It's removed from the email, so the customer sees nothing where the tag was, not the curly brackets. Check the preview or send a test after adding tags.
Why is {{balance}} blank in a voucher email?
Vouchers that don't carry a money value have no balance, so the tag is left blank rather than showing $0.00. Use {{voucher_title}} or the Voucher details block instead.
Can I use merge tags in the subject line?
Yes, any tag in this article works in the subject. On the new branding the subject box's hint suggests {{shop_name}} and {{balance}}.
Do merge tags work in the PDF?
Yes. The PDF uses the same tags and the same values as the email. See The printable gift card PDF.
Do the check balance and gift to a friend pages use these tags?
No. Those pages have a few of their own placeholders, such as {giftcard_expires_on} on the check balance page and {{companyName}} and {{amount}} on the gift to a friend page. See The check balance page and The gift to a friend page.