Token Fallbacks for Email Personalization Tokens

Token Fallbacks allow you to create a backup value for some email personalization tokens. If a member of your audience is missing data the token relies on, the backup value will fill the gap within your email message.

You will be prompted to set a token fallback value when using any of the personalization tokens listed below in the subject, preheader text, or body of an email.

First Name
Last Name
Birthdate
Gender
City
State/Province
Postal Code

Using a Token Fallback

For example, when using the First Name token in the email subject line, a fallback value is critical to ensure the user receives a proper greeting. This is in case you haven’t yet collected their first name within their consumer profile.

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When you set a fallback value for a token, it will become the default value for all future emails using that personalization token. You will not be prompted to set a fallback for that token again. However, you can always see and edit your email token fallbacks by going to your organization settings.

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Note: In the case of a chain or market hierarchy, fallbacks set at the parent level will be inherited down to the child organization. However, the child org can overwrite this and use its own fallback.