In this answer to a previous question of mine about scripting languages suitability as shells, DigitalRoss identifies the difference between the macro languages and the "parsed typed" languages in terms of string treatment as the main reason that scripting languages are not suitable for shell purposes. Macro languages include nroff and m4 for example.

What are the design decisions (or compromises) needed to create a macro programming language? And why are most of the mainstream languages parsed rather than macro?

This very similar question (and the accepted answer) covers fairly well why the parsed typed languages, take C for example, suffer from the use of macros. I believe my question here covers different grounds:

1. Macro languages or those working on a textual level are not wholly failures. Arguably, they include bash, Tcl and other shell languages. And they work in a specific niche such as shells as explained in my links above. Even m4 had a fairly long time of success, and some of the web template languages can be regarded as macro languages.

2. It is quite possible that macros and parsed typing do not go well together and that is why macros "break" common languages. In the answer to the linked question, a macro like #define TWO 1+1 would have been covered by the common rules of the language rather than conflicting with those of the host language. And issues like "macros are not typed" and "code doesn't compile" are not relevant in the context of a language designed as untyped and interpreted with little concern for efficiency.

3. The question about the design decisions needed to create a macro language pertain to a hobby project which I am currently working on on designing a new shell. Taking the previous question in context would clarify the difference between adding macros to a parsed language and my objective.

I hope the clarification shows that the question linked doesn't cover this question, which is two parts:

1. If I want to create a macro language (for a shell or a web template, for example), what limitations and compromises (and guidelines, if exist) need to be done?

2. (Probably answerable by a link or reference) Why have no macro languages succeed in becoming mainstream except in particular niches? What makes typed languages successful in large programming, while "stringly-typed" languages succeed in shells and one-liner like environments?