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What is a fallback in personalization token?

Personalization tokens in Pitch allow you to customize the message for every single recipient, even when sending it to thousands of journalists, influencers and bloggers at the same time. Tokens relate to contact properties you provide in the Audience tool. If some media contacts are missing data that should appear in a personalization token, such as First Name or Country, you can always use a Fallback value, which will efficiently fill the gap in the message.

06-Yellow-PersonalisationFallbackCountry

Example use cases:

Let's say you're sending a press release to the majority of European music stations about the popularity of alternative band from Ireland. You want to highlight that if they checked out their newest song, they would see it would make a great addition to their rotation. The beginning of your mail might look like this:

Hi >FirstName<,

We've been waiting for such an amazing alternative band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in >Country< will love it.

No data in CRM, no fallbacks:

If you didn't fill in fallback values when sending this personalized email to the contact without First Name and Country data provided, the email would have empty spaces like this:

Hi ,

We've been waiting for such an amazing alternative band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in will love it.

No data in CRM, tokens replaced with fallbacks:

If you filled fallback values with personalization tokens added to this email, media contacts without First Name and Country properties would see the message like this:

Hi there,

We've been waiting for such an amazing alternative band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in your market will love it.

First Name and Country properties were replaced with respective fallbacks: there, your country. Thanks to such fallbacks, you keep your content consistent and you can be sure that no recipients from your target group will receive an improperly edited email.

Data filled properly in CRM:

Fallbacks, of course, are not superior to contact properties, so if your recipient has data filled in the CRM, the fallback won't be used in personalization token:

Hi Michael,

We've been waiting for such an amazing alternative band in Ireland for years. I believe if you listened to their newest single you would agree that alternative enthusiasts in Germany will love it.

Customizing the message is the key to better performance. Continue reading if you want to check types of personalization tokens you can use in your email distribution.