Dedupe Rules to import contacts without email addresses *UPDATE*
In my demo I see that there are three reserved rules for individuals. Reserved means that they cannot be deleted. 

When I click the question mark I read:


  The 'Unsupervised' rule for each contact type is automatically used when new contacts are created through online registrations including Events, Membership, Contributions and Profile pages. They are also selected by default when you Import contacts.


I tried to set all reserved rules and my own rule too general, but at import it expects at least one Unsupervised rule active. So I changed my custom rule to Unsupervised and also choose it at import. 

Then the dudupe seem to work at import. When set import to Update and it did update, but when I tried Fill, it did not do what I expected. My data: 

Dedupe rules (all made general except my custom rule):

My custom rule:


With Fill it would import the first but not add the second phone number, with Update it would import the first and update it with the last, leaving it the the last phone number. 

When in my project I tried to use the import feature of CiviCRM I concluded that it is too limited to do what you intend to do. I decided to ignore it and make my own import module in Drupal and using the CiviCRM API calls and the Drupal PHPExcel integration module. PHPExcel reads spreadsheets into a PHP variable and then with dedupe check turned off you can apply your own logic and criteria.