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I recently had to duplicate an email across 6 registration types. I used one data tag in the body of the email for the contact's first name So Dear ExampleContactFirstName.

The data tags were correct in the emails but for some invitation lists the example text came across. 

The only thing I can think of is of someone didnt have a first name listed then it would just say ExampleContactFirstName? Is there a way to change the alternate text? 

Isn't first name required?

It will render default text if value is null/blank. You can customize the default text under Admin > Account > Contacts > Default Data Tag Text

Hello Beth,
Are you sending out test e-mails? This will appear in test e-mails where no information is populated.

Best,
Sabrena