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Activating Past Subscribers in AdRoll Email

Retarget Visitors Who Subscribed Prior to AdRoll Email

We can activate email addresses you collected before signing up for Email by passing us their emails through the links in your newsletters.

To do this, you need:

  1. A newsletter that goes out to your existing subscribers.
  2. The email merge tag associated with your email marketing provider


To set this up, add the following parameter to every clickable link in your newsletter, replacing [email merge tag] with the tag unique to your email marketing provider.

?sendroll_email=[email merge tag]

If your URL has a UTM code for website analytics, add the version below to the end of your URL.

&sendroll_email=[email merge tag] 

This addition to your page URL works in the same way UTM tracking codes do. It doesn't impact the landing page that loads and provides an additional bit of information that describes the URL source.


Each email provider has a merge tag used to call your subscribers email address. For example, *|EMAIL|* is the email merge tag for MailChimp users. The updated newsletter URL might look something like this:


When your user clicks on your newsletter URL, MailChimp will populate the *|EMAIL|* portion with the subscriber's actual email as part of the end URL of the page that loads. Using the example above, the URL that loads will look something like:


We will pick up that email address through your AdRoll Pixel and add the visitor to your matched emails list.


Find Your Email Merge Tag

Best option would be to check with on your email provider’s help documentation. Listed below are the email merge tags from some of the most common email providers in the market:

Proveedor Etiqueta de combinación
Reacción {{Dirección de correo electrónico}}
ActiveCampaign %EMAIL%
Acxiom mid=<DI_MEMBER_ID/>
Adestra [*data('email')*]
AWeber {!email} 
Benchmark Email [contact_attribute: Email Address]
BlueHornet %%to_email%%
Bronto %%!contact_email%%
Campaignmaster [!EmailAddress!]
Campaign Monitor [email] 
Campaigner [Contact.Email]
CheetahMail %%email%% 
ClearWeb $email 
Constant Contact $Subscriber.EMAIL
Convio Luminate [[S1:primary_email]] 
dotmailer @EMAIL@
Eloqua <span class=eloquaemail>EmailAddress</span>
Emarsys $E-Mail$
Emma [[email]]
eWayDirect <%=subscriber.email%> 
ExactTarget %%emailaddr%% 
ExpertSender *[subscriber_email]*
GetResponse [[email]]
HubSpot {{contact.email}} 
iContact [email]
Infusionsoft ~Contact.Email~ 
Klaviyo {{ email }}
Listrak #Listrak\Email#
Lyris LM %%emailaddr%%
Mad Mimi (email)
MailChimp *|EMAIL|*
Mailigen #[EMAIL]#
MailingReport {{contact.email}} 
Mailjet [[EMAIL_TO]]
Marketo {{lead.Email Address:default=noemail}}
NationBuilder {{ recipient.email }}
Pardot %%email%%
PulseConnect [-EMAILADDR-]
Pure360 {~email~}
Responsys $EMAIL_ADDRESS_$
Sailthru {email}
Salsa [[Email]]
SDL Email Manager {toemail}
Selligent ~MAIL~
SendBlaster #email#
Silverpop %%Email%%
SmartFocus (Emailvision) [EMV FIELD]EMAIL[EMV /FIELD]
SmartSource @[EMAIL]
Splio $email$
StreamSend {{contact.{email_address}}} 
Tikit ~emailAddress~
VerticalResponse {EMAIL_ADDRESS}
WhatCounts Professional %%$email%% 
SendinBlue  {EMAIL} 
WordFly #Email## 


Adding this Macro with UTM Tracking Codes

Build your UTM code as you would normally. For example, if you use Google Analytics use their URL Builder. Then, at the end of your URL add &sendroll_email=[email merge tag].

The complete URL to add to your newsletter link should look something like this:

http:/www.example.com/?utm_source=email_tool&utm_medium=email&utm_campaign=freestuff&sendroll_email=[email merge tag]

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