---
title: "Merge Tag Fallbacks & CSV Column Mapping"
description: "These advanced (and premium only) options give you more control when working with personalized emails or imported recipient lists. --- ## Merge Tag Fallbacks - **What They Do**: Provide a default value if a merge tag is empty. - **Why…"
url: "https://brightleafdigital.io/docs/merge-tag-fallbacks-csv-column-mapping/"
updated: "2026-10-18"
category: Mass Email Notifications for Gravity Forms / Settings Reference
---

# 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.