Most of the time you face the issue that the tags in email template are not working properly. So if you face such case then put your observation on following points:
Are you using the same format of tags?
Please verify whether you are using the same tag format mentioned here :- link for tags used in email templates for personalization
Verify that you are not using any formatting inside the HTML templates?
Verify that you have existing data inside the field used.
While using the tag in email template make sure you have such tag defined in the users data.For eg. if you are using the tag “{contactfield=company}” and the tag “company” is not there in contact field then the given tag will not work