# Merge Tag Fallbacks & CSV Column Mapping

These advanced (and premium only) options give you more control when
working with personalized emails or imported recipient lists.

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## Merge Tag Fallbacks

- **What They Do**: Provide a default value if a merge tag is empty.
- **Why It Matters**: Prevents emails from showing blanks like “Hello ,”
  when an entry is missing data.
- **Example**: If `{First Name:1:meff}` is empty, you could set a
  fallback of “Friend.”

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## CSV Column Mapping

- When uploading a CSV list, each column can be mapped to a merge tag.
- Required: A single column titled `email`.
- Other columns (like `first_name` or `amount`) can be mapped to tags in
  your message.
- This allows you to personalize emails for CSV recipients the same way
  you would for form entries.

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## Configuring Defaults & Mapping

- Use the **Merge Tag Defaults** button next to the merge tag dropdown
  in the message field.
- This opens a panel showing every merge tag used across all fields in
  the feed settings (not just the message), listed in order.
- Each tag will display one or two fields:
  - **Fallback Field**: Always present. Define what value should be used
    if the tag is empty.
  - **CSV Column Field**: Appears for merge tags tied to the target
    form. Lets you pick a CSV column.
- **Priority**: Merge tags are resolved in this order:
  1.  Standard processing of the merge tag.
  2.  If empty and a CSV column is configured (and exists), the CSV
      column is used — even if the value is blank.
  3.  If no usable CSV value, the fallback is applied.

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## Tips

- Use fallbacks for any field that isn’t guaranteed to have data.
- When mapping CSVs, double-check headers match what you expect. Typos
  will result in blank values.

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With fallbacks and CSV mapping, your campaigns stay polished and
personal even when data isn’t perfect.
