When first_name is missing for a subset of users, the message renders with a blank gap. The default filter prevents this. One extra filter, zero broken messages.

Hi {{ user.first_name | default: "there" }}, Your exclusive offer is waiting.

Rule: Apply | default: to every attribute that could be null or missing for any user in your segment.

Formal campaigns often use the full name. Each part needs its own fallback so a missing last name does not break the greeting.

Dear {{ user.first_name | default: "Valued Customer" }} {{ user.last_name | default: "" }}, Your order is confirmed and on its way.

Tip: Consider using {% assign %} to build a clean display_name variable combining both parts before outputting.

City-specific visual campaigns need the hero image to match the user's city. Without Liquid, this requires a separate campaign per city.

{% if user.city == "Mumbai" %} https://cdn.azafashion.com/campaigns/mumbai-hero.jpg {% elsif user.city == "Delhi" %} https://cdn.azafashion.com/campaigns/delhi-hero.jpg {% else %} https://cdn.azafashion.com/campaigns/national-hero.jpg {% endif %}

Placement: This template goes in the Image URL field of the APN editor, not the body. The block outputs a plain URL with no extra characters.

Contextual messages based on a stored date (signup anniversary, renewal month, birthday) traditionally require one segment per month. Liquid collapses all 12 into a single template.

{% assign user_month = user.signup_date | date: "%m" %} {% if user_month == "01" %} Start the year strong. Your January member offer is live. {% elsif user_month == "10" %} Festive season is here. Explore our Diwali picks. {% elsif user_month == "12" %} December specials, just for members like you. {% else %} Your member offers are ready. Shop now. {% endif %}

Important: The value returned by date is always a string. Compare it to "12", not 12.

Dates stored in user profiles are typically in ISO format (YYYY-MM-DD). Displaying them raw looks technical and cold. The date filter converts them into readable copy.

Your subscription renews on {{ user.renewal_date | date: "%d %B %Y" }}. Don't miss out. Renew early and lock in your current rate.

Format codes: %d = day, %B = full month name, %Y = four-digit year, %m = month number.

Push notifications for farmers need to be region-relevant and seasonally appropriate. Without Liquid, you need separate campaigns per state per season.

{% assign curr_month = 'now' | date: "%m" %} {% if user.state == "Maharashtra" and curr_month == "06" %} Monsoon is here, {{ user.first_name | default: "Farmer" }}. Time to prepare your Kharif crops. {% elsif user.state == "Punjab" and curr_month == "11" %} Rabi season begins soon, {{ user.first_name | default: "Farmer" }}. Check wheat seed availability in your area. {% else %} Good morning, {{ user.first_name | default: "Farmer" }}. See today's crop advisory for your region. {% endif %}

Note: 'now' | date: "%m" extracts the current month at send time, not from a stored attribute. No daily segmentation updates needed.

Tiered loyalty programmes need different messaging per tier. Platinum users get early access, Silver users get a nudge to upgrade, and new users get an invitation to join. One campaign covers all four.

{% if user.loyalty_tier == "platinum" %} {{ user.first_name | default: "Member" }}, your early-access sale starts today. {% elsif user.loyalty_tier == "gold" %} {{ user.first_name | default: "Member" }}, Gold members get 24-hour early access. {% elsif user.loyalty_tier == "silver" %} You're {{ user.points_to_gold | default: "just a few" }} points away from Gold. {% else %} Join our loyalty programme and start earning rewards today. {% endif %}

Note: user.points_to_gold must be pre-calculated by your loyalty engine and synced to Netcore as a user attribute.

Showing a user's actual points balance and what it can be redeemed for gets more action than a generic points reminder.

{% if user.loyalty_points >= 500 %} You have {{ user.loyalty_points }} points. Enough to redeem a voucher. Tap to redeem before they expire. {% elsif user.loyalty_points > 0 %} You have {{ user.loyalty_points }} points. Earn more to unlock your first reward. {% else %} Start earning points today. Every purchase brings you closer to your first reward. {% endif %}

Tip: The high-balance branch builds goodwill with active users. Not every notification should be a warning.

Gendered product campaigns without Liquid require two separate sends. Liquid collapses this into a single template with a fallback for users whose gender is not recorded.

{% if user.gender == "male" %} Picks for you: Oversized Tees, Cargo Shorts, Sneakers {% elsif user.gender == "female" %} Picks for you: Printed Kurtis, Denim Jackets, Tote Bags {% else %} Our latest collection has something for everyone. {% endif %}

Critical: The else branch matters here more than almost anywhere. Gender is frequently unset for a large share of any audience.

Running separate campaigns per language is costly to maintain. One Liquid template handles multiple languages and falls back to English when no match is found.

{% if user.language == "ms" %} Hai {{ user.first_name | default: "Pelanggan" }}, Pelan anda akan tamat tempoh pada {{ user.renewal_date | date: "%d %B %Y" }}. {% elsif user.language == "zh" %} 您好 {{ user.first_name | default: "客户" }}, 您的套餐将于 {{ user.renewal_date | date: "%d %B %Y" }} 到期。 {% else %} Hi {{ user.first_name | default: "there" }}, Your plan expires on {{ user.renewal_date | date: "%d %B %Y" }}. {% endif %}

Note: Language codes should match the values stored in your user profiles. ISO 639-1 codes (ms, zh, en) are standard. Confirm against your schema.

A price shown in INR to a UAE customer creates confusion. Liquid outputs the right currency symbol and price based on the user's country, without a separate campaign per region.

{% if user.country == "IN" %} Prices from ₹4,999. Shop the exclusive collection. {% elsif user.country == "AE" %} Prices from AED 225. Shop the exclusive collection. {% elsif user.country == "GB" %} Prices from £49. Shop the exclusive collection. {% else %} Shop our exclusive collection. Prices in your local currency at checkout. {% endif %}

Note: Currency values are hardcoded here. For real-time exchange rates, this use case requires Content Fetch alongside Liquid Tags.

A generic renewal reminder gets ignored. One that names the policy, shows the expiry date, and adjusts urgency based on days remaining gets acted on.

Dear {{ user.first_name | default: "Policyholder" }}, Your {{ user.policy_name | default: "life insurance policy" }} (Policy No. {{ user.policy_number }}) is due for renewal on {{ user.policy_expiry_date | date: "%d %B %Y" }}. {% if user.days_to_expiry <= 7 %} Your policy expires in {{ user.days_to_expiry }} days. Renew immediately to ensure continuous coverage. {% elsif user.days_to_expiry <= 30 %} Renew in the next {{ user.days_to_expiry }} days to avoid a lapse. {% else %} Plan ahead and renew your policy before the due date. {% endif %}

Dependency: user.days_to_expiry must be pre-calculated daily by the policy management system and synced to Netcore as a numeric attribute.

A notification showing the exact balance and what it covers is more actionable than a generic low-balance alert. Agents can take action immediately without opening the app.

{% if user.wallet_balance < 100 %} Low balance alert, {{ user.first_name | default: "Agent" }}. Your wallet has ₹{{ user.wallet_balance }} remaining. Top up now to continue serving your customers. {% elsif user.wallet_balance < 500 %} Your wallet balance is ₹{{ user.wallet_balance }}. Consider topping up before your next busy day. {% else %} Good news, {{ user.first_name | default: "Agent" }}. Your wallet balance of ₹{{ user.wallet_balance }} is healthy. {% endif %}

Design principle: The high-balance branch gives positive reinforcement. Not every notification should be a warning.

Win-back campaigns need different offer sizes based on how long a user has been inactive. Doing this with segments means duplicating campaigns. One Liquid template handles all three tiers.

{% if user.days_inactive >= 90 %} We miss you, {{ user.first_name | default: "there" }}. Here's 30% off your next order. Use code: COMEBACK30 {% elsif user.days_inactive >= 60 %} Hey {{ user.first_name | default: "there" }}, it's been a while. Here's 20% off. Use code: RETURN20 {% elsif user.days_inactive >= 30 %} Hi {{ user.first_name | default: "there" }}, come back and get 10% off. Use code: BACK10 {% endif %}

Note: No else branch here. This template is for a pre-filtered audience of inactive users (30 or more days). Match your segment to your Liquid logic.