Explain the various ways to individualize email content.
Emails can be customized to include dynamic content for individual subscribers. More personalized and relevant content improves subscriber engagement and ultimately the success of email campaigns. The main Marketing Cloud features to build personalized emails are Personalization Strings, Dynamic Content, AMPScript, SSJS, and GTL.
Personalization strings also referred to as merge fields, are processed by Marketing Cloud individually for each subscriber at send time. They can be used to include values from Profile Attributes, System Attributes, and Data Extension fields. Personalization strings can be used in subject lines, preheaders, and content areas of emails.
Personalization strings are not case-sensitive but must be denoted between two starting and ending percent signs. For example, both
%%EMAILADDR%% will be resolved to the subscriber's email address. If no value can be resolved for a personalization string, then it will appear blank. It is therefore important to define a default value for attributes or fields used in personalization strings.
In addition to personalization strings, dynamic content is processed by Marketing Cloud individually for each subscriber at send time. It can be used to display content according to defined rules which are based on subscriber attributes. Such rules can reference values from Profile Attributes, System Attributes, or Data Extension fields. Dynamic content can be used in subject lines, preheaders, and content areas of emails.
Dynamic content can be used in emails which contain content areas (i.e. Template or HTML Paste). It consists of a default content definition and sets of rules and contents which specify under what conditions which content should be shown. If a subscriber does not meet any rule, then the default content is displayed.
AMPScript is a server-side scripting language for Marketing Cloud. It can be embedded in several Marketing Cloud products and across channels.
AMPScript can be used for advanced personalization, by fetching information from multiple data sources based on logic. Marketing Cloud processes AMPScript at the point where it is embedded to render content individually for each subscriber.
For email marketing, AMPScript can be embedded directly in HTML emails. AMPScript could, for example, be used to fetch subscriber related information from a data extension based on logic, and to include this information in the email message. As another example, AMPScript could be embedded on a landing page, to update a data extension based on subscriber activities on the landing page.
AMPScript provides different functions to lookup, insert, update, upsert, and delete rows in data extensions. Functions to lookup data extension rows include:
Lookup: To look up a single row.
LookupRows: To look up an unordered set of rows.
LookupOrderedRows: To look up an ordered set of rows.
Like AMPScript, SSJS can be used for advanced personalization, by fetching information from multiple data sources based on logic
GTL stands for Guide Template Language and provides a declarative syntax to create personalized and cross-channel layouts. GTL uses existing template languages to simplify how users interact with content and data.