Using Default Values for Merge Tags in Emails
What Are Default Values for Merge Tags?
Merge tags (or custom values) let you personalize emails with contact details. However, if a contact's information is missing, the merge tag can leave an awkward blank space in your message. Default values solve this by providing fallback text to display when the associated contact field is empty.
For instance, if you use the {{contact.first_name}} tag and a contact has no first name saved, you can set a default like "Valued Customer" to ensure the greeting remains complete and professional.
Benefits of Using Default Values
- Prevent Blanks: Ensure your emails don't have empty gaps where personalized information should be.
- Maintain Professionalism: Keep subject lines, preview text, and email content polished, even with incomplete contact data.
- Contextual Flexibility: Set different default text for the same merge tag in different parts of an email or across different campaigns.
- Improve Readability: Deliver natural-sounding messages without broken sentences.
How Default Values Work
The default text only appears when the specific contact field linked to the merge tag is completely empty. It does not alter or overwrite any existing contact data in your CRM. If a contact has information in that field, the real data will always be used.
You can even assign unique default values to each instance of the same merge tag within a single email. For example, one use of {{contact.company}} could default to "your business," while another use in the same email could default to "the company."
Visual Indicators in the Editor
When building your email, merge tags have visual cues to show their default value status:
- A green-highlighted merge tag indicates a default value has been set.
- A standard grey merge tag has no default value configured.
- Hovering over a green tag will show a tooltip with the default text you've entered.
How to Set a Default Value
You can configure defaults directly within the email editor.
Using the Editor Interface
- While creating or editing an email (in a campaign, workflow, template, or bulk action), add or locate the merge tag you want to configure.
- Click directly on the merge tag (e.g., {{contact.first_name}}). A small editor will appear.
- In the field provided, enter the fallback text you want to use.
- Click Save.
- The merge tag should now be highlighted in green, confirming the default is active.
Using Direct Syntax
You can also type the syntax directly into the text area of the email builder. The format is:
{{default contact.fieldname "Your Default Text"}}
For example, typing {{default contact.first_name "there"}} will use the contact's first name when available, and display "there" when it is not.
Frequently Asked Questions
Where can I use default values?
You can set defaults for merge tags in email subject lines, preview text, and the body content. This feature works in workflow emails, campaign emails, bulk emails, and saved email templates.
Can I set one default for a merge tag everywhere?
No. Default values are set per individual usage of a merge tag. This allows for maximum flexibility based on the context of each message.
How do I edit or remove a default value?
Click on the green merge tag again to reopen the editor. You can then change the text or delete it entirely and save. The tag will return to a grey state if you remove the default.
What if I don't set a default?
If a contact field is empty and no default is configured, the email will display a blank space where the merge tag is placed.