Sitecore ECM - Token replacement when full name is empty

$fullname$, $email$, $name$ and tokens like that can be used when creating emails via Sitecore Email Campaign Manager (ECM).

You can control the value Sitecore displays at the email, when the current email recipient has no full name added. The value is stored at the Subscriber profile item of the ECM, placed in the Core database at /Sitecore/system/Settings/Security/Profiles/Subscriber. By default, this profile item has to fields [Fullname] and [Phone], respectively. The value added to the [fullname] would be displayed if the current recipient has no full name.