Merge tag converter: move a template between Instantly, Smartlead, lemlist, Mailchimp and HubSpot
In short: Rewrites the personalization tags in a template for Instantly, Smartlead, lemlist, Mailchimp, HubSpot, Brevo, Klaviyo or a Google Sheets mail merge: standard fields to the tool's own names, other fields as custom variables, fallbacks kept where the tool's syntax has one, spintax and unsubscribe tags left alone. Limit: Tag names are taken from each tool's help docs and common use; custom field names in your account may differ, so send a test.
Paste a template from any tool, pick the tool you're moving to, and press Convert. {{firstName}}, {{first_name}}, {{ contact.firstname }} and *|FNAME|* all become that tool's first-name tag; company, title and website map to its own names where it has them; other fields become custom variables; and each tag that changed is listed with a note.
Price: this tool is free. Checking a whole email list is from $9/mo, and the first 100 checks are free with Google, no card. See pricing
Reads {{firstName}}, {{first_name}}, {{ contact.firstname }}, {{ person.first_name }}, *|FNAME|* and fallbacks like {{first_name|there}}. Spintax {a|b} is left alone. Left empty, the example is used.
Sample result
5 Instantly tags rewritten for Smartlead; 2 custom fields to map and 1 fallback to set there.
- Tags
- 5 converted
- Custom fields
- 2
- Left as written
- *|UNSUB|*
What this means for you
Paste the converted step into Smartlead and map job_title and pain_point when you import the CSV.
- Instantly, Smartlead, lemlist
- Mailchimp, HubSpot, Brevo, Klaviyo
- Custom fields in each tool's style
- Spintax left alone
- Merge tags
- Templates
- Migration
By SimpleVerifier Team · Last updated · Runs in your browser; nothing you paste is sent to us
Also in: Português (Brasil) · Español
How do I check the list before the new campaign starts?
- Export the contacts from the old tool with the columns the tags use.
- Upload the file at /verify. Every address gets a live mailbox check, and valid, risky and invalid download as separate files. The first 100 email checks are free with a Google sign-in, no card.
- Import the valid file into the new tool and map each column to the tag it feeds.
How do I convert merge tags to another email platform?
- Copy the subject and body of a step from the tool you're leaving, merge tags and all.
- Paste it here and choose the tool you're moving to.
- Press Convert merge tags and read the notes: custom fields you need to create, and fallbacks the target can't hold inline.
- Copy the converted template into the new tool and send yourself a test with a real contact.
Example
- You enter
- An Instantly template using
{{firstName}},{{firstName|there}},{{companyName}},{{jobTitle}},{{painPoint}}, the spintax{Quick|Short}and Mailchimp's*|UNSUB|*, converted to Smartlead. - You get
- 5 tags converted:
{{first_name}},{{company_name}}, and{{job_title}}and{{pain_point}}as custom fields; the fallback "there" is dropped and listed, and the spintax and*|UNSUB|*are left as written. - Limits
- Runs in your browser; nothing is sent anywhere.
Why do merge tags break when you switch tools?
Every tool names its fields differently and wraps them differently: Instantly and lemlist write {{firstName}}, Smartlead {{first_name}}, Mailchimp *|FNAME|*, HubSpot {{ contact.firstname }} and Brevo {{ contact.FIRSTNAME }}. Paste a sequence from one into another and most tools send the unknown tag as literal text or as a blank, so "Hi {{firstName}}," or "Hi ," reaches the prospect.
Fallbacks move worst. {{firstName|there}} works in some tools and is a broken tag in others. The converter writes a fallback only where the target's documented syntax has one (Brevo's default and Klaviyo's default filters) and otherwise tells you, so you can set the default in the tool or fill the blanks with the first name cleaner first.
Which tags map to what?
Standard fields: first name, last name, email, company, job title, website, phone, city, country and LinkedIn URL, read from any common spelling (FNAME, firstname, first_name, givenName, contact.firstname). Each maps to the target's built-in tag where one exists, for example company to {{companyName}} in Instantly and lemlist, {{company_name}} in Smartlead and {{ contact.company }} in HubSpot.
Other fields, and standard ones the target has no built-in tag for, become custom variables in the target's naming style: camelCase for Instantly and lemlist, snake_case for Smartlead and HubSpot internal names, upper case for Mailchimp (10 characters at most) and Brevo. Single-brace spintax like {Hi|Hey} and platform tags like *|UNSUB|* or *|IF:FNAME|* are left as written and listed.
Who uses this tool, and for what?
- Cold emailers
- Move sequences between Instantly, Smartlead and lemlist without hand-editing every tag.
- Agencies
- Reuse one client's proven template in another client's tool.
- Email marketers
- Port a Mailchimp campaign to HubSpot, Brevo or Klaviyo with the personalization intact.
- Founders
- Turn a sequencer template into a Google Sheets mail merge for a small, personal send.
What can’t this tool tell you?
- Tag names are taken from each tool's help docs and common use; custom field names in your account may differ, so send a test.
- Conditional blocks (Mailchimp *|IF:|*, HubL if statements, Liquid tags) are left as written, not translated.
- It converts the template only; it doesn't move contacts or check that fields are filled.
- It can't tell whether the addresses you'll send to exist.
Common questions
- How do I move a sequence from Instantly to Smartlead?
- Paste each step here with Smartlead chosen: {{firstName}} becomes {{first_name}}, {{companyName}} becomes {{company_name}}, and custom variables become snake_case. Then export the leads with the same columns and map them in Smartlead's CSV import.
- Will my custom variables work in the new tool?
- Only if the new tool has a field with that name. The converter writes the tag in the target's style and marks it custom; create the field (or name the CSV column to match) before you send.
- Does it check that every contact has the fields filled?
- No; that's the mail merge field checker, which reads your CSV and lists the rows a tag would render blank for.
- Is my template uploaded?
- No. It is converted in your browser and nothing is sent anywhere.
Sources
A tidy list can still be full of dead addresses.
Extracting, deduplicating and syntax checks all work on the text of an address. None of them can tell whether the mailbox exists. Only the server that hosts it can answer that, through an SMTP check, and that is what the paid product does.
- Upload the cleaned file as it is: CSVs up to 100,000 rows
- A real SMTP mailbox check on every row, with catch-all detection
- Small list? Starter at $9/mo covers 2,500 emails a month, cancel anytime
Plans from $9 a month, cancel anytime, no contract. Sign in with Google and your first 100 email checks are free, no card. The free tools stay free either way.