Default values keep your personalised emails complete when contact details are missing. This article explains how default values work, where you can use them, how to spot them in the editor, and how to add fallback text to custom values in ZipLeads emails.
What are default values for custom values in emails?
Personalising emails with custom values makes your messages feel more relevant. But missing contact data can leave awkward blanks. For example, an email might show “Hi ,” instead of “Hi Sarah,” when the contact’s first name isn’t saved.
When the related contact field is empty, ZipLeads shows the default value you set for that specific use of the custom value, instead of leaving a blank space.
You can add default values to custom values (often called merge tags) in subject lines, preview text and email body content. This works across email campaigns, workflow emails, bulk emails and email templates.
Key benefits of default values for custom values
Cleaner personalisation: Avoids blank spaces when contact fields like first name, company name or appointment details are missing.
More professional emails: Keeps subject lines, preview text and email content polished before they reach the recipient.
Flexible messaging: Lets you use different default values for the same custom value in different emails.
Works with incomplete CRM data: Helps you personalise emails even when some contact records are incomplete.
Better readability: Keeps messages natural and complete, so recipients don’t see gaps or broken sentences.
How default values work
Default values only show when the contact field is missing or empty. They don’t update, replace or overwrite the contact’s saved CRM data. You can even use a different default value each time the same custom value appears, including within the same email.
For example, if {{contact.first_name}} appears twice in one email, one can use "there" as the fallback and the other can use "friend".
Example 1: Missing first name
Hey {{contact.first_name}}, we are so glad that you signed up!
Default value: "there"
Results:
If the first name exists: "Hey Sarah, we are so glad that you signed up!"
If the first name doesn’t exist: "Hey there, we are so glad that you signed up!"
Example 2: Subject line personalisation
"Hi {{contact.first_name}}, your appointment is confirmed"
Default value: "friend"
Results:
If the first name exists: "Hi John, your appointment is confirmed"
If the first name doesn’t exist: "Hi friend, your appointment is confirmed"
Visual indicators for default values
Custom value tags are colour-coded so you can see whether a default value has been set. This makes it easy to review an email before sending and check which values have fallback text. Hover over a configured custom value to see its default value in a tooltip.
Green highlighted custom value: A default value has been set.
Standard/grey custom value: No default value has been set.
How to set default values for custom values in emails
Create or edit an email, template, workflow email, bulk email action or campaign email. Add or find the custom value you want to personalise, such as {{contact.first_name}}.
Click the custom value to open the Default Text Editor.
In the Default Text Editor, enter the fallback text you want to show when the value is missing. Click Save.
Check that the custom value is now highlighted in green. This means a default value has been set.
How to set defaults using syntax
You can also type this syntax straight into the email builder:
{{default contact.firstname "there"}}
This uses the contact’s first name when it’s available, and falls back to “there” when {{contact.firstname}} is blank.
Frequently Asked Questions
Q: Can I set one global default for all custom values?
Not at the moment. Default values are set individually for each use of a custom value. This gives you more flexibility to suit the context of each email.
Q: Will the default value replace existing contact information?
No. If the contact field has data, the actual contact value is always used. The default only appears when the field is empty.
Q: Can I use default values in subject lines and preview text?
Yes. Default values work in subject lines, preview text and email body content.
Q: Where can I use this feature?
You can use default values in workflow emails, campaign emails, bulk actions and email templates.
Q: How do I know if a custom value already has a default?
Custom values without a default appear as grey tags. Once you add a default, the tag turns green.
Q: Can I edit the default value later?
Yes. Just click the custom value tag again to reopen the editor and update the default value.
Q: What happens if I don’t set a default value?
If the contact field is empty and no default is set, the email may show a blank space where the custom value is used.
Q: Can the same custom value have different defaults if it’s used more than once in an email?
Yes. Each use of a custom value can have its own default value, depending on the message and context.