Merge fields can be used in Email Templates and Text Templates to automatically input your lead’s info into the message (such as your lead's name, the address they're inquiring about, or your name and phone number).
For example, if you want your drip emails to address your lead's by their first name at the start of the email (such as "Hi Paul!"), then you can use the "Contact first name" Merge Field.
To add a Merge Field to an Email Template or Text Template:
When a merge field is added and no data is in the specified field, no info will be entered except for with %inquiry address% where "Your property inquiry from (lead source)" will be used.