To personnalise Campaigns you can call in Subscriber data from the Subscriber Record.
Each Field in a Subscriber Record has a “Label” (description) and a “Tag” – such as “First Name” and “FNAME” – or “Last Name” and “LNAME”. The Tag is ALWAYS in uppercase characters and to be called into a Campaign is enclosed in square brackets so one gets Dear [FNAME], to pull in Dear Fred, or whatever the First Name may be.
The “Label” is the description of the field that appears in an Optin Form, normally immediately above the field. Every Field in a Subscriber Record has a Tag which must be unique so far as any one List is concerned. Data can be called in from any Field.
If the Field does not contain any data the result will be one blank space in the Campaign. Bearing that in mind, when using a Tag to call First Name into a salutation, such as Dear [FNAME], unless you KNOW that every Subscriber Record includes a First Name it is as well to use Hi [FNAME], as Hi , (one blank space) looks OK whilst Dear , looks stupid.