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Solution #1 — Thoughtful fallbacks

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These are not always easy to get right, but they're worth the time. For example, to solve the first punctuation problem referenced above, you could use something like:

[firstname,fallback=Hey], check out our VIP offer!

 

If we have a name recorded for our subscriber, Jane, she would see:

Jane, check out our VIP offer!

If there's no name on record, Jane would see:

Hey, check out our VIP offer!