Given a scenario, create and customize an email message to meet a customer's need.
There are several ways to create emails in Marketing Cloud. Depending on which email creation tool is used, different email types can be built. Furthermore, Marketing Cloud provides a set of features to customize and personalize emails.
There are currently two tools to create emails in Email Studio: Classic Content and Content Builder. Classic Content is the older tool and will be gradually replaced by its successor Content Builder. Because the two tools currently coexist, not all features are supported by both tools in the same way. Since Content Builder is newer and Classic Content will be phased out by Marketing Cloud, the focus is on features provided by Content Builder.
|Creation Method||Content Builder||Classic Content|
|From Existing Email|
|Unprocessed HTML Paste|
|Unprocessed Text Only|
|Simple Automated Email|
Templates define the design and layout of emails. They can be used for multiple emails and therefore ensure a consistent design across emails. Template based emails use standard or custom templates as their layout basis.
Marketing Cloud provides several standard templates out of the box. In addition, custom templates can be created to match individual design layouts. Custom templates can either be created from existing standard or custom templates or based on HTML input. If custom templates are created based on standard templates, then the following required information is included by default:
When creating template-based emails in Content Builder, content can be added to content areas using content blocks. Following content block types are available and can be added to the email via drag and drop:
If a template on which emails are based upon is changed, then those changes are not automatically reflected in respective emails. Instead, each impacted email must be updated to reflect the template changes.
HTML based emails are created from scratch based on HTML input. When creating HTML based emails in Content Builder, HTML code can be entered, pasted, or uploaded in the editor. Common HTML code such as the required Physical Mailing Address and link to the Profile Center can be included from predefined code snippets. Content Builder generates a preview of the entered HTML code whenever the code is changed.
Text Only emails are created from scratch based on plain text input. When creating Text Only emails in Content Builder, unformatted text can be entered or pasted in the editor. Common text such as the required Physical Mailing Address and link to the Profile Center can be included from predefined text snippets. Email opens cannot be tracked with text only emails.
Emails can also be created based on existing emails. When creating emails from existing emails in Content Builder, a copy of the existing email is created and can then be edited. The depending on the type of the existing email, the respective editor options will be available.
Using Classic Content, unprocessed HTML paste emails can be created. Such emails are created in the same way as HTML paste emails, but Marketing Cloud processes no validation, personalization strings, or other manipulations are done to the content.
Using Classic Content, unprocessed Text Only emails can be created. Such emails are created in the same way as Text Only emails, but Marketing Cloud processes no validation, personalization strings, or other manipulations are done to the content.
Using Classic Content, simple automated emails can be created to send which send emails based on a subscriber data attribute. The Subscriber Date Attribute triggering the send, as well as the Send Data and Time can be specified. In addition, a Recurrence and End Date can be defined to send simple automated emails more than once and until the end date is reached.
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, and AMPScript.
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.