Can you imagine sending emails and SMS messages that feel like individual and unique conversations? With AMPscript, a scripting tool exclusive to Salesforce Marketing Cloud, this vision becomes a reality. AMPscript allows you to personalize your digital communications precisely and meaningfully, unlocking the potential of personalization.
AMPscript is versatile and can be applied in various areas and elements:
Thanks to the versatile use cases of a language like AMPscript, combined with a platform like Marketing Cloud and Salesforce CRM, which offers total flexibility with objects and infinite Data Extensions, you can do everything from the simplest personalization to complex web services. But if we focus on the most common uses, this could be a perfectly valid list:
Within Marketing Cloud, you have several ways to personalize your communications:
Although AMPscript resembles a programming language, it's more like a set of instructions that guide personalization. Some important key points:
Sequential Processing: Ampscript runs in a specific order, from top to bottom.
Case Insensitivity: Ampscript doesn't distinguish between uppercase and lowercase.
Comments: use /*
to start a comment and */
to close it.
Text Strings: you can use double quotes " or single quotes ' to define text strings.
To use AMPscript smoothly:
To provide context, let's say you want to send a personalized birthday email:
%%[
VAR @name, @age
SET @name= AttributeValue("name")
SET @age= AttributeValue("age")
]%%
<!DOCTYPE html>
<html>
<body>
<p>Hello %%=ProperCase(@name)=%%,</p>
<p>Congratulations, you have turned %%=Add(@age, 1)=%% today. Have a great day!</p>
</body>
</html>
But if you want to see this information in much more detail, we invite you to do two things: first, watch our AMPscript course on YouTube; and second, download the support guide in the banner below:
Download our support ebook for the online course here:
In this example, AMPscript uses recipient data (name and age) to create a message that varies based on that information. AMPscript provides the ability to transform your marketing strategies, taking personalization to an unprecedented level.
Explore and experiment with AMPscript to create meaningful connections with your recipients!
If you enjoyed this chapter, you may be interested in reading the following chapters of the Ampscript Course for Marketers: