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What is it?
Default Merge Fields allows you to select replacement words for any personal information that might be missing for entries on your database when sending out personalised email marketing campaigns.

Who benefits from it?
Anyone who wants to send out targeted, personalised campaigns to a list on which they may not have all personal details.

Why should I use it?
Personalised email campaigns often prove more successful, as recipients receiving blanket marketing messages are less likely to respond when they simply feel 'marketed at'.

However, when gathering data, some people may not include all the information you need to run a personalised campaign, creating gaps in your list.

Default Merge Fields means you're no longer limited by the quality of your data, as you can replace missing information with a value of your choice. For instance, where information for a 'first name' field is missing, you can opt for an alternative such as 'customer'.

If you'd like more information on Default Merge Fields, please speak to your Account Manager or call us on 0870 765 7222.