Description
In addition to merge tags, you can add any custom tags you might have configured for a subscriber list. Companies use these custom tags in emails to be more relevant to customers and give them a better experience. You can specify a personalization tag when adding a custom tag. Once you add the tags to a campaign and send it to that list, those tags will be automatically populated with subscriber information.
Why it's important
It's crucial to personalize email marketing to ensure your recipients feel like you're speaking to them authentically. As a result, you can include relevant content that speaks directly to each customer by using personalization fields in your email messages.
Step-by-step instructions
Basic syntax
Code
- "field name" can be substituted with "firstname" for this example
- "fallback" can be substituted with any word you choose, in this case let's enter the word "friend"
Examples
Example 1:
Code
- Would select the [firstname] field and populate it with the available information from your list
- If empty, would use "friend" instead
- So
Hello [firstname,friend]would read either: 'Hello Julia,' or 'Hello friend'
Example 2:
Code
- Would select the [firstname] tag and populate it with the available information from your list
- If empty, would use "dear customer" instead
- So
Hello [firstname,dear customer]would read either: 'Hello Alex,' or 'Hello dear customer,'
Benefits
If you don't have relevant data, a fallback word will be substituted. The more you use them, the more dynamic your campaigns will be and the more you'll enrich your performance in terms of engagement.
Troubleshooting
Fallback values don't display when field is empty
- Check syntax: ensure comma separates field name and fallback
- Verify there are no spaces before or after the comma
- Confirm brackets are properly closed [field,fallback]
- Test with known empty fields to verify functionality
Wrong fallback text appearing
- Examine if field name is spelled correctly (case sensitive)
- Check if field actually contains data (might appear empty but have spaces)
- Ensure you're using the correct field name from your contact list
- Verify there are no hidden characters in your merge tag syntax
Commas in fallback text cause issues
- Avoid using commas in fallback text as they are syntax separators
- Use alternative punctuation if necessary
- Consider using merge tags without fallbacks for complex text
- Test thoroughly when fallback contains special characters
Fallbacks work in preview but not in sent emails
- Check that contact data hasn't changed between preview and send
- Verify if import process is complete for all contacts
- Ensure no last-minute list updates have affected data
- Test with a small segment before full send
Related articles
- Adding merge tags to a campaign - Implementation guide
- Adding attributes to your list - Create merge fields
- Adding your physical address - Address merge tag
- Importing contacts - Import merge data
- Using the email designer - Insert merge tags