Using merge tags and fallbacks

The advantages of personalization

It is crucial to personalize email marketing in order to ensure that your recipients feel you are speaking to them in a genuine manner.  As a result, you can include relevant content that speaks directly to each customer by using personalization fields in your email messages. 

An explanation of personalized merge tags

In addition, to merge tags, you can add any personalized tags you might have set up for a subscriber list. Companies use these personalized 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 automatically be populated with subscriber information.

 A brief example:

Look at the following tag

Hi [tag name,fallback]

"field name" can be substituted by, "firstname", for this example. "fallback" can be substituted with any word you choose, in this case let's enter the word "friend".

As a result:

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

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

Fallback tags

If you do not have relevant data, a fallback word will be substituted in. It can be any plain text, phrase or word. These are merge tags that will receive data if the origin from which the data comes is empty for any Subscriber. Simply put, the coding adds previously entered information to your email content automatically. 

In essence, it works as follows: