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How do I use merge tags and fallbacks in my email campaign?
How do I use merge tags and fallbacks in my email campaign?

Include relevant content that speaks directly to each customer with personalization fields.

Kevin Lorenz avatar
Written by Kevin Lorenz
Updated this week

It is crucial to personalize email marketing in order to ensure that your recipients feel you are speaking to them in a genuine manner. You can use merge tags and personalized fields to give your customers a better experience and make your messages more relevant.

You can specify a personalization tag when adding a custom field and those fields will populate automatically with subscriber information when you add your tags to the campaign and send your message.

1. Adding Merge Tags

Look at the following field:

Hi [field name,fallback]

field name can be substituted by, for example, firstname. Fallback can be substituted with any word you choose -- in this case, let's enter the word "friend". (See below to learn more about fallback fields.)

Hi [firstname,friend] – would pick the field [firstname] and populate it with the information available on your list, and if empty, would use friend instead.

So Hi [firstname,friend], will read either: ‘Hi Julia,’ or ‘Hi friend'

2. Fallback Fields

If you don't have the relevant information from the subscriber, like their first name, a fallback word can be automatically substituted. It can be any plain text, phrase, or word.

Here's an example:

Hi [field name,fallback]

Hi [firstname,there] – would pick the field [firstname] and populate it with the information available on your list, and if empty, would use there instead, so it will read either: ‘Hi Alex,’ or ‘Hi there,’

It's that simple! 🎉 The more you use merge tags and fallbacks, the more dynamic your campaigns will be -- enriching your engagement and performance.

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