Personalization tokens in email templates now support fallback values

What is it?

Fallback values for personalization tokens in email templates ensure your messages remain professional when contact, company, or deal information is missing.

Why does it matter?

You can now avoid common issues caused by missing token values:

• Broken email formatting (e.g., "Hi ,")
• Sequence enrollment failures
• Poor recipient experience

By applying fallback values to personalization tokens, you'll reduce errors and save time on manual fixes.

How does it work?

To add a fallback value:

1. Insert a personalization token in your template
2. Look for the new option to add a fallback value

To edit existing tokens in templates:

1. Open the template
2. Select the token you want to modify
3. Add or update the fallback value

Fallback values will be used automatically when:

• Sending one-off templates in the CRM, conversations inbox, or helpdesk
• Enrolling contacts in sequences via workflows

Note: When manually enrolling contacts in sequences, missing personalization tokens will still be highlighted to maintain personalization in your prospecting outreach.

Who gets it?

This feature is available for all HubSpot products and tiers.