iSend personalization tags are words inside curly braces, such as {FIRST_NAME}, that are replaced at the time of sending with the corresponding detail of each contact. The {FIRST_NAME_VOC} tag gives the name in the vocative case, the form Greek uses when addressing someone, such as "Μαρία" or "Γιώργο", so the greeting reads correctly in Greek. Tags work in campaigns, automations, templates and the API, as long as the recipient exists as a contact in your lists.
The available tags
| Tag | What it inserts | From which contact field |
|---|---|---|
| {FIRST_NAME} | First name in the vocative case, automatically (the Greek name ΝΙΚΟΣ becomes ΝΙΚΟ) | First name |
| {FIRST_NAME_VOC} | The same as {FIRST_NAME}, exists for clarity | First name |
| {ADDRESSING_A_PERSON} | Salutation exactly as you wrote it | Salutation |
| {LAST_NAME} | Last name | Last name |
| {COMPANY} | Company | Company |
| {PHONE} | The contact's mobile number | Phone |
| {EMAIL} | ||
| {ADDRESS} | Address | Address |
| {DATE_OF_BIRTH} | Date of birth | Date of birth |
| {ANNIVERSARY_DATE} | Anniversary | Anniversary |
| {GENDER} | Gender | Gender |
| {YOUR_OWN_TAG} | The value of any custom field, for example {PINAKIDA} | The field with the matching tag |
In automations there are four more: {AGAPITE}, {AXIOTIME} and {KYRIE}, which become the Greek salutations "ΑΓΑΠΗΤΕ" or "ΑΓΑΠΗΤΗ" (dear), "ΑΞΙΟΤΙΜΕ" or "ΑΞΙΟΤΙΜΗ" (esteemed), "ΚΥΡΙΕ" or "ΚΥΡΙΑ" (Mr or Ms) depending on the contact's gender or name, and {EXPIRY_DATE}, the date of the field that the expiry automation tracks.
Tags are written in uppercase, as in the table. The platform recognizes them without the braces too, for example FIRST_NAME, but the braces make the text cleaner and avoid mistakes. The campaign form has an Insert tag button that places the correct format at the cursor position.
Why the vocative case exists
In Greek the name changes when you address someone: Γιώργος becomes "Γιώργο", Νίκος becomes "Νίκο", Μαρία stays "Μαρία". A message that starts with "ΓΕΙΑ ΣΟΥ ΓΙΩΡΓΟΣ" (hello Giorgos, in the wrong case) looks automated. The {FIRST_NAME} and {FIRST_NAME_VOC} tags solve the problem on their own: the platform converts the contact's name to the vocative case using the rules of Greek grammar, without you having to fill in anything.
For names that the automatic conversion does not cover, or when you want your own form of address, such as "κύριε Παπαδόπουλε" (Mr Papadopoulos) or "Δρ. Νικολάου" (Dr. Nikolaou), there is the contact's Salutation field and the {ADDRESSING_A_PERSON} tag, which inserts exactly what you wrote there. The field is filled in during file import or manually.
Example
Text in the campaign (in Greek):
{FIRST_NAME_VOC}, η παραγγελία σας από το {COMPANY} είναι έτοιμη για παραλαβή έως Παρασκευή.
What a contact with the salutation "Μαρία" and the company "Καφέ Κήπος" receives:
ΜΑΡΙΑ, Η ΠΑΡΑΓΓΕΛΙΑ ΣΑΣ ΑΠΟ ΤΟ ΚΑΦΕ ΚΗΠΟΣ ΕΙΝΑΙ ΕΤΟΙΜΗ ΓΙΑ ΠΑΡΑΛΑΒΗ ΕΩΣ ΠΑΡΑΣΚΕΥΗ.
STOP SMS: s.isend.gr/unsub/k7m2p
The text means "Maria, your order from Cafe Kipos is ready for pickup by Friday." It goes out in uppercase without accents, like every Greek message, and gets the STOP line at the end, because it is a marketing message. The tags are converted along with the rest of the text.
How they count toward the character limit
A tag counts with its actual length for each recipient, not with the length of the word {FIRST_NAME}. A 150-character message with {FIRST_NAME_VOC} stays one part for "Μαρία" (5 characters) and becomes two for "Κωνσταντίνα" (11 characters). The counter on the form calculates with an average length, so keep some distance from the 155-character limit when you use tags. The article on characters per SMS has the limits.
In the campaign preview the message is shown with sample values, so you can see how it reads.
What happens when the field is empty
If the contact has no value in the field, the tag is removed and the message is sent without it. "{FIRST_NAME_VOC}, your order" becomes ", YOUR ORDER" for a contact without a first name. For lists that only have phone numbers, write the message without a greeting, or fill in the names from your file first.
Tags in the API
The send call accepts the same tags inside the message field. They are filled in when the recipient's number exists as a contact in your lists. For a number that is not registered, the tag is removed. If your own system already knows the name, it is simpler to put it directly into the text before the call:
{"recipient":"306912345678","sender_id":"MyShop","message":"MARIA, ORDER 1042 IS READY."}
The article on the API key and the first SMS has the remaining fields.
Frequently asked questions
Can I use my own fields, for example a customer number?
Yes. Every custom field of the group goes into the message with its tag in curly braces, for example {CUSTOMER_NUMBER}. For information that changes per message and does not belong to the contact, such as an order number or an amount, use the API or the WooCommerce plugin, which put the value directly into the text.
The name in my file is in lowercase. Will it show correctly?
Yes. The whole message, including the tag values, is converted to uppercase without accents before sending, so that it fits in one part. "Μαρία" and "ΜΑΡΙΑ" give the same result.
Do tags work in quick send?
Yes, for numbers that exist as contacts in your lists. For numbers you paste without them being registered, the platform has nowhere to take the name from and the tag is removed.