Merge tag didn't work in the campaign sent to test email list

Merge tag didn't work in the campaign sent to test email list

Hello,
I just sent out a campaign to my list of test emails (including my personal one). The merge tag that's supposed to put a first name of the contact $[UD:FIRST_NAME||]$ didn't work. 
Where the first name of the contact should be displayed there's an empty space. 
The tag functioned normally in my past campaigns, last one was sent out 4 months ago. 
I tried deleting the tag from the template and replacing it with a fresh one from the merge tag drop down list. The tag that was put in via the drop down list is identical to the one that was on the template in the first place and sending out the campaign a second time still didn't work properly - the tag didn't trigger. I checked my list of test contacts to confirm that there are first names present and they are there. 

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