Merge tags allow you to dynamically personalize message subject lines and content with information such as your subscriber's first name, last name, zip code, birthday, birthdate, and email address.
We've enhanced our merge tag feature so you can now define a custom fallback for your merge tag if there is no value for that subscriber. This new enhancement will also allow you to define a custom fallback on a per message basis and support any custom merge tag created.
Using the enhanced feature, you can now:
Create a custom first name fallback that identifies with your audience: Supporter, Patriot, Defender, Team, etc.
Modify the case to use in the middle or end of a sentence
Personalize a custom zip code fallback: Your area, WA supporter, NC supporter, etc.
Additionally, we updated our characters count logic in order to have a more accurate character count based on the fallback or the max characters of the custom field: