Using personalization tags is a great way of tailoring your campaigns to your recipients, in order to ensure that they are as meaningful to them- and therefore as effective as possible.
Sometimes, it may make sense for you to add a fallback value to your personalization tags, just in case some of your recipients do not have the required field filled out.
Let's take a look at an example:
Suppose you want to add a personalization tag based on the recipient name, including a fallback value, to the subject line of a specific campaign.
1. Go to the Set basic settings step of the campaign you wish to work on.
2. Click on the # icon in the Subject line field and select Recipient Name from the drop-down menu that appears.
Your campaign now includes a personalization tag based on the recipient's name in its subject line.
The field name is the name that is stored in the email list you are going to send this campaign out to.
3. To add a fallback value (in case some recipients do not have the recipient name filled out), add a pipe character (|) at the end of the personalization tag and then type your desired fallback value next to it (in this case, the word "friend").
When the campaign is received, users with a value in the Name field of the email list selected for this specific campaign will see their name appearing in the subject line. On the other hand, users that do not have a value added in the Name field will instead see the fallback value in the subject line - which in this case is the word "friend".
Please note that when different fallback values for the same custom field are added, the one which is first in the campaign will be displayed for all of them.
4. Scroll down and click on Next to save your changes and proceed to the next step.
Keep in mind that you can also use any custom field you have created for an email list as a personalization tag (with a fallback value, where appropriate), as well. Don't forget that you can also use personalization tags inside your newsletter, once again pairing them with a fallback value wherever appropriate.