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Add a fallback value when using personalization tags

Using personalization tags is a great way of tailoring your campaigns so that they are more meaningful and effective to your recipients. In cases when recipients don't have the required fields filled out, you can add a fallback value to your personalization tags to make them work.

The following procedure shows an example of adding a personalization tag in the subject line of a specific campaign by adding the recipient name and including a fallback value.

To add a fallback value:

  1. Open the campaign you want to work on and go to the Set basic settings step.
  2. In the Subject line field,  click # and select Recipient Name from the drop-down menu.fallback_value_personalization_tags_1.pngYour campaign now includes a personalization tag based on the recipient's name in its subject line. The recipient's name uses the Name field stored in the email list you are going to send this campaign out to. However, if your recipients don't have the Recipient Name filled out, you can add a fallback value to the personalization tag.
  3. To add a fallback value, add a pipe character | at the end of the personalization tag and then type a fallback value next to it. In this example, we use the word "friend" as fallback value.fallback_value_personalization_tags_2.pngWhen the campaign is received, users with a value in the Name field of the email list selected for this specific campaign see their names appearing in the subject line. On the other hand, users that don't have a value in the Name field see the fallback value "friend" in the subject line. 
    Note: When different fallback values for the same custom field are added, the first one in the campaign is displayed for all of them.
  4. Scroll down and click Next to save your changes and proceed to the next step.
    Note: You can also use any custom field you have created for an email list as a personalization tag (with a fallback value, where appropriate). You can also use personalization tags with a fallback value as needed, inside your newsletter.