Custom Fields can be used as great filtering options, since any information you have considered as useful regarding your contacts (their location, their gender etc.), can also help you narrow down your segmentation so that it is as focused as you need it to be.
But what happens in case some of your recipients do not have the field filled out? The solution is easy: when creating a custom field or editing an already existing one, you can always add a default fallback value to it for those recipients who haven't already completed the information needed.
Let's assume that you want to add a fallback value to a particular custom field, here is how to do it:
1. At the top of your Dashboard page, hover your mouse over the Audience tab to reveal the drop-down menu, and then click on the Email lists option.
2. Click on the name of the email list, in the custom field of which you wish to add a default fallback value.
3. Once inside your email list, tap on the Create custom Fields button on the left.
4. Click on the name of the custom field, to which you would like to add a default fallback value.
5. Type your desired fallback value in the Default Fallback Value field.
After setting the default fallback value, users with a value in the Name custom field of the email list selected, will see their name appearing. On the other hand, users that do not have a value added in the Name field will instead see the fallback value - which in this case is the word "friend"!
6. Click on Save to apply the changes made.
Keep in mind that if you have added a fallback value in your subject line or within your email campaign, that one will be used instead of the default one that you may have added in your custom field.