It'd be good if Fallback Value is available for Custom Values that can have empty values. As well as Random Value to act as dynamic identifiers.

E.g Fallback Value

If it has value

GHL Custom Value: {{contact_company}} = Google

"We'd like to support Google...

If it has no value

Fallback Value: {{fallback.contact_company}} = your Company

"We'd like to support your Company...