Personalizing Emails with Names and Fallback Values

What are personalization tags?

Personalization tags let you insert information from a profile (like a person’s first name) directly into your email subject lines and content.

They work anywhere you can edit text in an email template, including:

• Subject lines
• Preheaders
• Headings and body text

Insert the first name in an email

To show the recipient’s first name, use the first name field from their profile. For example:

• In the subject line: “Hola {{ first_name }}”
• In the body: “Hola {{ first_name }}, gracias por tu compra.”

You can type the tag directly. To use the personalization picker in a text block in the drag-and-drop editor:

1. Open a text block for editing and place your cursor where the name should appear.
2. Click the Personalization icon in the text toolbar.
3. Select First name. To show a fallback when the name is missing, enter it in Default text.
4. Click Insert to add the tag to your text.

Add a default value when the name is missing

Not every profile has a first name. To avoid sending emails like “Hola ,” you can set a default value (fallback) that appears when the name is missing.

Use this pattern:

• {{ first_name | default:'cliente' }} in Spanish (appears as “cliente” when no name is available)
• {{ first_name | default:'there' }} in English (appears as “there” when no name is available)

Example subject lines:

• Spanish: {{ first_name | default:'cliente' }}, tenemos algo para ti
• English: Hi {{ first_name | default:'there' }}, your order has shipped

Example in the email body:

• Hola {{ first_name | default:'cliente' }},

Queríamos contarte sobre nuestras últimas novedades.

Multilingual considerations

If you send emails in multiple languages:

• Choose a fallback that fits naturally in each language (e.g., “cliente” in Spanish or “there” or “friend” in English).
• Make sure you use the correct fallback in each language-specific template.

Preview the name and fallback

In the drag-and-drop editor, click Preview before sending. Check the greeting with a profile that has a first name and one that doesn’t. Confirm that the name or fallback reads naturally in the subject line and email content. Learn how to choose the profile or event used for your preview.