How to Add Fallbacks to Merge Tags (So Hi , Never Goes Out)

To add a fallback to a merge tag, write the word you want after the tag name, inside the braces: {{first_name|there}}. When a lead has no first name, the email opens with Hi there instead of Hi , . The merge tag fallback builder finds every double-brace tag in your template, gives each a fallback box, and shows how the email reads when every value is empty.

The by-hand way

1. List every tag in the subject and body. Tags in the subject are easy to miss.
2. For each, decide what the email should say when the cell is empty.
3. Add the fallback in your sending tool's syntax, which differs between tools.
4. Send a test to yourself using a row with every field blank.

The risk is in step 3: a tool that does not support your syntax may print the tag itself, braces and all.

Step 1: paste the template

Paste the subject and body, with its {{merge tags}}. Only double-brace tags are read: {{name}}, {{ name }}, {{name|word}} and {{ name | default: "word" }}. Single braces are left alone because many tools use them for spintax, and the |TAG| form is not read.

Step 2: check each fallback

Suggestions are given for first name, company, title, city, industry and website. First name gets there, company gets your company, title gets your role, city gets your area, industry gets your industry and website gets your website. Tag names are matched by their letters, so firstName, first_name and fname all count as first name. Edit any box.

Last name and custom tags start empty because there is no safe word for them. A made-up last name or a guessed title is worse than a gap. Rewrite the sentence so it works without the value, or split the list. To fill first names from addresses, see name from email.

Step 3: choose the form and read the empty version

Form	Example
Pipe	{{first_name|there}}
Default filter	{{ first_name | default: "there" }}

The tool shows the email as it reads when every value is empty. Read it aloud: a fallback in the middle of a sentence can sound odd, and then the sentence needs rewording instead.

Step 4: copy it and test

Paste the template into your sending tool and send a test with an empty field. To move a template between tools, use the merge tag converter and read how to convert merge tags between email tools. To check tags against the columns of a CSV, use the mail merge field checker.

What this check cannot do

• It does not know which fallback syntax your sending tool accepts. Send a test.
• Single-brace and |TAG| forms are left alone.
• The suggested words are English only.
• It does not judge whether the fallback suits the sentence.

Before you send, verify the list

Before you send, verify the list at the verify page: the first 100 email checks are free with a Google sign-in, no card. Each address comes back valid, risky or invalid with a reason, and nothing is sent to anyone on the list. A well-edited email still bounces if the address is dead. For larger or recurring lists, see bulk email verification, list cleaning and pricing.

Add your fallbacks now

Paste the template into the merge tag fallback builder.