Merge tags fallback values are used in email marketing and document generation to ensure that a placeholder or variable has a default value if the expected data is missing or unavailable. This is particularly useful in personalization fields, where missing data can otherwise lead to awkward or unprofessional results.
How Merge Tags and Fallback Values Work
- Merge Tags: These are placeholders within your email or document that are replaced with specific values when the content is generated. For example, in an email, you might use {{FirstName}} or *|FirstName|* to personalize the greeting.
- Fallback Values: These are default values provided to merge tags to be used when the corresponding data is missing. For example, if FirstName is supposed to pull the recipient’s first name but that information is not available, a fallback value like “Customer” can be used.
Example Usage:
In an email template, you might have a greeting line that looks like this:
Hello *|FirstName|Customer|*,
Here, FirstName is the merge tag, and Customer is the fallback value. If the recipient’s first name is available, the email might read:
Hello John,
But if the first name is missing from the data, the fallback value ensures it reads:
Hello Customer,
Benefits:
- Professionalism: Ensures that the email or document still makes sense and looks professional even if some data is missing.
- User Experience: Provides a personalized touch, improving engagement and user experience.
- Error Reduction: Prevents errors or awkward placeholders from appearing in the final content.
cloudHQ apps which support merge tags fallback:
By using merge tags with fallback values, you can maintain a high level of personalization and professionalism in your communications, even when data is incomplete.