{"id":3464,"date":"2021-04-23T09:41:00","date_gmt":"2021-04-23T07:41:00","guid":{"rendered":"https:\/\/www.artegic.com\/blog\/?p=3464"},"modified":"2025-10-29T13:02:31","modified_gmt":"2025-10-29T12:02:31","slug":"avoid-missing-fallbacks-in-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/avoid-missing-fallbacks-in-marketing-automation\/","title":{"rendered":"Avoid missing fallbacks in marketing automation"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\"><strong>Personalization or individualization, in other words the adaptation of communication to customers&#8217; personal data, is closely related to marketing automation. But what happens when the required data is not available? Many marketers forget to set up a fallback for this case.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Personal data can be used \u2026<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>\u2026as a trigger, for example the date of birth to send a birthday email.<\/li>\r\n<li>\u2026as a filter for various branches of a marketing automation, for example in a loyalty campaign where filtering is done according to customer status.<\/li>\r\n<li>\u2026to personalize mail content, for example for cross-sells, matching a recently purchased product or local offers matching residence\/location.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">But what if the data required for this is missing for individual customers? If you don&#8217;t take precautions for this case, it can lead to customers getting &#8220;stuck&#8221; in a marketing automation campaign, running into the wrong branch, or receiving incorrect, duplicate, or even no content at all.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Set up fallbacks<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It is imperative that you set up fallbacks for such cases. There must always be a variant that is chosen if the required date is not available.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.elaine.io\/wp-content\/uploads\/2021\/04\/Topshop-Fallback.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3466\" src=\"https:\/\/www.elaine.io\/wp-content\/uploads\/2021\/04\/Topshop-Fallback-497x1024.png\" alt=\"\" width=\"249\" height=\"512\" srcset=\"https:\/\/www.elaine.io\/wp-content\/uploads\/2021\/04\/Topshop-Fallback-497x1024.png 497w, https:\/\/www.elaine.io\/wp-content\/uploads\/2021\/04\/Topshop-Fallback.png 675w\" sizes=\"auto, (max-width: 249px) 100vw, 249px\" \/><\/a>\r\n<figcaption>Topshop sends birthday emails. If the date of birth of a customer is not known, an email asks for this information specifically.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">If there is no practical fallback, then simply block &#8220;customers without matching dates&#8221; completely for the campaign.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Personalization or individualization, in other words the adaptation of communication to customers&#8217; personal data, is closely related to marketing automation. But what happens when the required data is not available? Many marketers forget to set up a fallback for this case. Personal data can be used \u2026 \u2026as a trigger, for example the date of&hellip;<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Avoid missing fallbacks in marketing automation","_seopress_titles_desc":"But what happens when the required data for personalisation is not available? 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