Configure Merge Tag Fallback Values

Overview

Merge tags help you personalize your emails and SMS messages by pulling in dynamic information like a customer’s name, tracking number, or order date. But what happens if that information is missing?

That’s where merge tag fallback values come in.

A fallback value is a default text that automatically appears when a merge tag doesn’t have data available. Instead of showing a blank space or a broken message, your notification stays complete and professional with the default text you set up.

For example: If a customer’s first name isn’t available, you can set a fallback like “customer” so your message reads: “Hello customer,” instead of “Hello,”

Managing merge tag fallback values

Go to Settings > Email and SMS > Merge tag fallback values in your AfterShip Tracking admin.

On this page, you’ll see a list of all configured fallback values. If you haven’t created any yet, the page will simply show the option to a Add fallback value.

Add a new fallback value

1. Click the dropdown menu to select from available merge tags.
2. If your search doesn’t match an existing merge tag, you’ll see the option to Add custom field using your search term.
3. Once you select/add a merge tag, enter the corresponding fallback value you’d like to use.
4. If you send multilingual notifications, you can set language-specific fallback values to match each version of your email or SMS.
5. Once saved, the fallback value will automatically apply whenever that merge tag has no data.

Edit an existing fallback value

You can update a fallback value at any time. Simply click on the existing entry or pencil icon under Actions, make your changes, and save. The updated fallback will apply across all relevant notifications.

Setting fallback values inside the editor

You don’t have to leave the Flow editor to manage fallback values. You can also configure them while editing your email or SMS content.

While inserting the merge tag, you will simultaneously get the option to set the fallback value. Just add the value and click Insert. The added value will be automatically displayed in the Global settings.

Automatic language matching

• When you insert a merge tag in the editor, the system detects the language of your current content.
• If a fallback value has already been set for that language in the Global settings, it will automatically appear.
• This makes it easier to manage multilingual notifications without extra steps.

Create or update fallback values in the editor

If you add or modify a fallback value directly in the editor, the system will automatically update the Global fallback settings for that merge tag.

That means you only need to set it once and the change will apply across all notifications using that tag.

Updated on: 16/02/2026