Fallbacks allow you to insert a default value when using personalization variables. The fallback will be inserted if the field is empty for the contact being sent the email. If you haven't read about personalization variables, please do so before reading this article.
You can add fallbacks to any part of an email where you use a personalization variable:
Fallbacks are formatted like this:
Let's take a look at some examples:
- --First Name=there--
- --Company=your company--
So in the case above, if you didn't have someone's first name or company, "Hi there" and "your company" would be inserted instead when the contact receives the email.