How do fallback paths work?

Fallback paths ensure recipients always have a defined experience:

Purpose: Handle cases where primary conditions are not met. Prevent recipients from having no path. Provide default experience for edge cases.

Examples: If product recommendation engine fails, show bestsellers. If personalization data missing, show generic content. If specific segment not matched, apply default treatment.

Design principles: Every decision point needs a fallback. Fallbacks should still provide value. Test that fallbacks function correctly.

Catch-all fallbacks: Final default for anything not caught by other conditions. Prevents dead ends in automation. Log when fallback triggered for analysis.

Fallback monitoring: High fallback rates suggest logic gaps. May indicate data problems. Opportunity to improve primary paths.

Fallbacks catch what logic misses. No recipient should reach a dead end.