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What can I encode

The answer to that usually depends how many other people you want to be able to read your tags. All NFC enabled phones currently on the market can read a web address or text. The vast majority will understand a telephone number or short SMS message, most will understand an email. If it's only yourself reading a tag, then 'Task Launcher' data (such as commands to turn on/off WiFi) can be easily encoded as well.

More complex encoding such as vCards is easily possible using common apps, but compatibility issues will mean that you can't always be sure how other people will see your data.