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ExactTarget Training

Personalization &
Basic AMPscript
21 November 2013
Founded in 1999 in Overland Park, KS
100+ associates, strategists, designers
& developers
Significant work for significant...
Presenters
Kevin Joseph Smith, Sr. Training Coordinator
ksmith@DEGdigital.com
913.951.3124

ExactTarget Training :: Person...
Agenda
Personalization (not AMPscript)
AMPscript
Variables
– Declare
– Set
– Output
Common Functions
– ProperCase
– Lowerc...
Personalization
(not AMPscript)
Lists - Personalization
If your subscriber data is stored in Lists
(segmented with Groups), then you can
add personalizati...
Lists - Personalization

An example of an email that has personalization of First Name.
ExactTarget Training :: Personaliz...
Lists - Personalization

This subscriber had a value for first name in ExactTarget.

ExactTarget Training :: Personalizati...
Lists - Personalization

This subscriber did not have a value for first name in ExactTarget.
ExactTarget Training :: Perso...
Data Extensions - Personalization
If your subscriber data is stored in
Data Extensions (or segmented with
Data Filters) th...
Data Extensions - Personalization

An example of an email that has personalization of First Name.
ExactTarget Training :: ...
Data Extensions - Personalization

This subscriber had a value for first_name field in the Data Extension.

ExactTarget Tr...
Data Extensions - Personalization

This subscriber did not have a value for first_name field in the Data Extension.
ExactT...
AMPscript
AMPscript
AMPscript requires Advanced Content Management (ACM) to be purchased and
enabled in your account. It’s included ...
Variables
(Declare, Set, and Output)
Personalization Recap
You’ve seen that if subscriber data is stored in Lists or Data Extensions, you can
personalize email...
Variables
What if you had a weekly email, which has a few values change from week to
week, and you want the ability to qui...
Variables
You could utilize AMPscript! At the top of the email, you will declare and set the
variables to be used within t...
Variables
You will always choose “HTML Only” Content Area when setting and declaring variables
in a template-based email.
...
Delimiters
To alert ExactTarget that you are
declaring and setting variables, you
must add a opening block delimiter:
%%[
...
Declare Variables
You will then declare to ExactTarget that
you are creating variables inside of the
email. You’ll accompl...
SET Variables
You will then set the value of each
variable by typing SET followed by the
variable name, an equal sign, ope...
SET String Constant Value
String (or text) constant values must be quoted in double or single quotes.
SET @promotion = "An...
SET Numeric Constant Value
When setting a numeric variable, you do not need to use single quotes or
double quotes:
SET @pr...
Set Boolean Constant Values
Boolean constant values must be true or false and are case insensitive.
SET @preference1 = TRU...
Set Profile Attributes or Data Extension Fields
You even have the ability to set Profile Attributes for Lists or column he...
Output Variables
To output (or retrieve or print) a
variable declared at the top of the
email, you will add the inline del...
Completed Email
Here’s what our completed email looks like:

ExactTarget Training :: Personalization & Basic AMPscript
Rendered Email
When you test the email, all of the variables will be populated!

ExactTarget Training :: Personalization &...
Common
Functions
ProperCase
What if your data is not clean and some subscribers have
a first name in shouting caps or lowercase (e.g. JOHN ...
ProperCase
You can add an AMPscript function
called ProperCase to format all first
names into the proper case.

If you had...
ProperCase
If you had a Profile Attribute or Data Extension field called First_Name (no
space), you would use the ProperCa...
Lowercase
You can add an AMPscript function
called Lowercase to format all first
names into the proper case.
If you had a ...
Lowercase
If you had a Profile Attribute or Data Extension field called Interest (no
space), you would use the Lowercase f...
Uppercase
You can add an AMPscript function
called Uppercase to format all first
names into the proper case.
If you had a ...
Uppercase
If you had a Profile Attribute or Data Extension field called Interest (no
space), you would use the Uppercase f...
RedirectTo
If you have a Profile Attribute or Data
Extension column heading that
contains a hyperlink, you can use
persona...
RedirectTo
However, when declaring and setting hyperlink variables at the top of the email, you
must always use RedirectTo...
RedirectTo
Instead, you would add the RedirectTo function in the href attribute of an
anchor tag:
<a href="%%=RedirectTo(@...
Commenting
Commenting
AMPscript may contain comments-or non-executed notes-that allow you, as the
author, to document your code.
You ...
Commenting
We could mark it up with internal comments:
%%[
/*variables we can use in the email*/
VAR @promotion, @promodat...
Commenting

ExactTarget Training :: Personalization & Basic AMPscript
Hide a Content Area with AMPscript
We can also hide a Content Area with AMPscript by adding <-- ! -->
Hiding the Content A...
Hide a Content Area with AMPscript

ExactTarget Training :: Personalization & Basic AMPscript
Questions
Thank You!
Kevin Joseph Smith, Sr. Training Coordinator
ksmith@DEGdigital.com
913.951.3124

ExactTarget Training :: Person...
Resources
AMPscript Overview
http://help.exacttarget.com/en/documentation/exacttarget/content/ampscript/
AMPscript Syntax ...
ExactTarget Training: Personalization & AMPscript
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ExactTarget Training: Personalization & AMPscript

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We will provide instructions on adding personalization (merge fields) into your ExactTarget emails from Data Extensions or Lists. Additionally, we will cover AMPscript basics (declaring, setting, and retrieving variables) and formatting functions (ProperCase, Lowercase, Uppercase, and RedirectTo).

Published in: Technology

ExactTarget Training: Personalization & AMPscript

  1. 1. ExactTarget Training Personalization & Basic AMPscript 21 November 2013
  2. 2. Founded in 1999 in Overland Park, KS 100+ associates, strategists, designers & developers Significant work for significant clients
  3. 3. Presenters Kevin Joseph Smith, Sr. Training Coordinator ksmith@DEGdigital.com 913.951.3124 ExactTarget Training :: Personalization & Basic AMPscript
  4. 4. Agenda Personalization (not AMPscript) AMPscript Variables – Declare – Set – Output Common Functions – ProperCase – Lowercase – Uppercase – RedirectTo Commenting – Hide a Content Area with AMPscript ExactTarget Training :: Personalization & Basic AMPscript
  5. 5. Personalization (not AMPscript)
  6. 6. Lists - Personalization If your subscriber data is stored in Lists (segmented with Groups), then you can add personalization (mail merge) to the subject line, preheader, HTML version or text version by using the name of the Profile Attribute surrounded by double percent signs. For example, if you had the Profile Attribute of “First Name”, you would use %%First Name%% You must have data for a subscriber or a blank space will appear for the personalization. Several locations will provide a dropdown list of your account’s Profile Attributes. ExactTarget Training :: Personalization & Basic AMPscript
  7. 7. Lists - Personalization An example of an email that has personalization of First Name. ExactTarget Training :: Personalization & Basic AMPscript
  8. 8. Lists - Personalization This subscriber had a value for first name in ExactTarget. ExactTarget Training :: Personalization & Basic AMPscript
  9. 9. Lists - Personalization This subscriber did not have a value for first name in ExactTarget. ExactTarget Training :: Personalization & Basic AMPscript
  10. 10. Data Extensions - Personalization If your subscriber data is stored in Data Extensions (or segmented with Data Filters) then you can add personalization (mail merge) by using the name of the column heading (field) of the sending Data Extension surrounded by double percent signs. For example, if you had the column heading of “First_Name”, you would use %%First_Name%% You must have data for a subscriber or a blank space will appear for the personalization. ExactTarget Training :: Personalization & Basic AMPscript
  11. 11. Data Extensions - Personalization An example of an email that has personalization of First Name. ExactTarget Training :: Personalization & Basic AMPscript
  12. 12. Data Extensions - Personalization This subscriber had a value for first_name field in the Data Extension. ExactTarget Training :: Personalization & Basic AMPscript
  13. 13. Data Extensions - Personalization This subscriber did not have a value for first_name field in the Data Extension. ExactTarget Training :: Personalization & Basic AMPscript
  14. 14. AMPscript
  15. 15. AMPscript AMPscript requires Advanced Content Management (ACM) to be purchased and enabled in your account. It’s included with Enterprise 2.0 accounts. AMPscript is a scripting language that you can embed within emails (also Landing Pages (if enabled) and MobileConnect (if enabled)). Create highly personalized emails with AMPscript: – Define and set variables within the email – Format subscriber data – Dynamic emails (without using Dynamic Content Wizard) – Lookup relational/reference data from Data Extension ExactTarget Training :: Personalization & Basic AMPscript
  16. 16. Variables (Declare, Set, and Output)
  17. 17. Personalization Recap You’ve seen that if subscriber data is stored in Lists or Data Extensions, you can personalize emails with variables associated with that subscriber (e.g. first name). With AMPscript, you have the ability to declare and set variables at the beginning of an email and then output those values (once or multiple times) throughout the email. A variable is a stored piece of data. ExactTarget Training :: Personalization & Basic AMPscript
  18. 18. Variables What if you had a weekly email, which has a few values change from week to week, and you want the ability to quickly update them. ExactTarget Training :: Personalization & Basic AMPscript
  19. 19. Variables You could utilize AMPscript! At the top of the email, you will declare and set the variables to be used within the rest of the email. ExactTarget Training :: Personalization & Basic AMPscript
  20. 20. Variables You will always choose “HTML Only” Content Area when setting and declaring variables in a template-based email. AMPscript can be coded directly into Paste HTML emails or Paste HTML Templates. ExactTarget Training :: Personalization & Basic AMPscript
  21. 21. Delimiters To alert ExactTarget that you are declaring and setting variables, you must add a opening block delimiter: %%[ To alert ExactTarget you have completed declaring and setting variables, you must add a closing block delimiter: ]%% Always declare and set a variables at the top of an email. ExactTarget Training :: Personalization & Basic AMPscript
  22. 22. Declare Variables You will then declare to ExactTarget that you are creating variables inside of the email. You’ll accomplish this by adding the word VAR after the opening delimiter. Next choose what you would like each variable called. VAR @promotion, @promodate, @rep, @firstnam e Variable names must begin with the @ symbol and be followed by at least one other letter, number, or underscore. Spaces and commas are not allowed in variable names. The @ symbol and variable are called a Keyword. Variables are null until a value is SET. ExactTarget Training :: Personalization & Basic AMPscript
  23. 23. SET Variables You will then set the value of each variable by typing SET followed by the variable name, an equal sign, opening parenthesis, typing the value for the variable, and closing parenthesis. SET @promotion = "Annual Fall Sale" SET @promodate = "31 October" SET @rep = "John Doe" You even have the ability to set Profile Attributes for Lists or column headings for Data Extension as a variable. SET @firstname = [First_Name] ExactTarget Training :: Personalization & Basic AMPscript
  24. 24. SET String Constant Value String (or text) constant values must be quoted in double or single quotes. SET @promotion = "Annual Fall Sale" SET @promotion = 'Annual Fall Sale' String constants can escape the delimiting quote character if they appear within the text by doubling it. SET @promotion = "October's Annual Fall Sale" SET @promotion = 'October''s Annual Fall Sale' Alternative quote characters, such as smart quotes, are not recognized…so write your AMPscript in ExactTarget or a text editor! ExactTarget Training :: Personalization & Basic AMPscript
  25. 25. SET Numeric Constant Value When setting a numeric variable, you do not need to use single quotes or double quotes: SET @price = 12 Numeric constant values can also include one decimal point and an introductory minus sign to indicate negative values. SET @expense = -12 SET @expense2 = -12.00 SET @expense3 = 12.00 Numeric constant values cannot contain commas. ExactTarget Training :: Personalization & Basic AMPscript
  26. 26. Set Boolean Constant Values Boolean constant values must be true or false and are case insensitive. SET @preference1 = TRUE SET @preference2 = true SET @preference3 = FALSE SET @preference4 = false ExactTarget Training :: Personalization & Basic AMPscript
  27. 27. Set Profile Attributes or Data Extension Fields You even have the ability to set Profile Attributes for Lists or column headings for Data Extension as a variable. If the Profile Attribute or Data Extension column heading contains a space, these values must be enclosed in brackets. SET @first = [First Name] SET @first = First_Name If the Profile Attribute or Data Extension column heading doesn’t contain space, you can still add brackets. SET @first = [First_Name] ExactTarget Training :: Personalization & Basic AMPscript
  28. 28. Output Variables To output (or retrieve or print) a variable declared at the top of the email, you will add the inline delimiter of %%=v( followed by the keyword (e.g. @rep) and close with another inline delimiter of )=%% Dear %%=v(@firstname)=%%, We are celebrating our %%=v(@promotion)=%%! Join us %%=v(@promodate)=%% at your closest store for a free gift. Thanks! %%=v(@rep)=%% ExactTarget Training :: Personalization & Basic AMPscript
  29. 29. Completed Email Here’s what our completed email looks like: ExactTarget Training :: Personalization & Basic AMPscript
  30. 30. Rendered Email When you test the email, all of the variables will be populated! ExactTarget Training :: Personalization & Basic AMPscript
  31. 31. Common Functions
  32. 32. ProperCase What if your data is not clean and some subscribers have a first name in shouting caps or lowercase (e.g. JOHN or jill). ExactTarget Training :: Personalization & Basic AMPscript
  33. 33. ProperCase You can add an AMPscript function called ProperCase to format all first names into the proper case. If you had a Profile Attribute or Data Extension field called First_Name (no space): %%=ProperCase(First_Name)=%% %%=ProperCase([First_Name])=%% If you had a Profile Attribute or Data Extension field called First Name (space), you must include brackets: %%=ProperCase([First Name])=%% ExactTarget Training :: Personalization & Basic AMPscript
  34. 34. ProperCase If you had a Profile Attribute or Data Extension field called First_Name (no space), you would use the ProperCase function. You could define and set the variable at the top of the email, rather than in the body of the email: %%[VAR @firstname SET @firstname = ProperCase(First_Name) ]%% You could render the ProperCase variable in the email: %%=v(@firstname)=%% ExactTarget Training :: Personalization & Basic AMPscript
  35. 35. Lowercase You can add an AMPscript function called Lowercase to format all first names into the proper case. If you had a Profile Attribute or Data Extension field called Interest (no space), you would use the Lowercase function: %%=Lowercase(Interest)=%% If you had an Attribute or Data Extension field called Primary Interest (with a space), you must include brackets: %%=Lowercase([Primary Interest ])=%% ExactTarget Training :: Personalization & Basic AMPscript
  36. 36. Lowercase If you had a Profile Attribute or Data Extension field called Interest (no space), you would use the Lowercase function. You could define and set the variable at the top of the email, rather than in the body of the email: %%[VAR @interest SET @interest = Lowercase (Interest) ]%% You could render the Lowercase variable in the email: %%=v(@interest)=%% ExactTarget Training :: Personalization & Basic AMPscript
  37. 37. Uppercase You can add an AMPscript function called Uppercase to format all first names into the proper case. If you had a Profile Attribute or Data Extension field called Interest (no space), you would use the Uppercase function: %%=Uppercase(Interest)=%% If you had an Attribute or Data Extension field called Primary Interest (with a space), must use brackets: %%=Uppercase([Primary Interest ])=%% ExactTarget Training :: Personalization & Basic AMPscript
  38. 38. Uppercase If you had a Profile Attribute or Data Extension field called Interest (no space), you would use the Uppercase function. You could define and set the variable at the top of the email, rather than in the body of the email: %%[ VAR @interest SET @interest = Uppercase (Interest) ]%% You could render the Uppercase variable in the email: %%=v(@interest)=%% ExactTarget Training :: Personalization & Basic AMPscript
  39. 39. RedirectTo If you have a Profile Attribute or Data Extension column heading that contains a hyperlink, you can use personalization to populate the hyperlink in the email, including the href attribute. ExactTarget Training :: Personalization & Basic AMPscript
  40. 40. RedirectTo However, when declaring and setting hyperlink variables at the top of the email, you must always use RedirectTo function to populate the href attribute in an anchor tag. For example if you declared a hyperlink at the top of the email, when you output the variable in the href, the hyperlink would not work: %%[ VAR @url set @url = "https://pages.exacttarget.com/northern_trail_outfitters/" ]%% <a href="%%=v(@url)=%%">click here</a> Nor can you use RedirectTo function when setting a variable: %%[ VAR @url set @url = RedirectTo("https://pages.exacttarget.com/northern_trail_outfitters/") ]%% ExactTarget Training :: Personalization & Basic AMPscript
  41. 41. RedirectTo Instead, you would add the RedirectTo function in the href attribute of an anchor tag: <a href="%%=RedirectTo(@url)=%%">click here</a> ExactTarget Training :: Personalization & Basic AMPscript
  42. 42. Commenting
  43. 43. Commenting AMPscript may contain comments-or non-executed notes-that allow you, as the author, to document your code. You must open comments with the /* sequence and close comments with the */ sequence. Comments may span multiple lines. For example, if we had created this AMPscript: %%[ VAR SET SET SET SET ]%% @promotion, @promodate, @rep @promotion = "Annual Fall Sale" @promodate = "31 October" @rep = "John Doe" @firstname = ProperCase([First Name]) ExactTarget Training :: Personalization & Basic AMPscript
  44. 44. Commenting We could mark it up with internal comments: %%[ /*variables we can use in the email*/ VAR @promotion, @promodate, @rep /*change the promotion!*/ SET @promotion = "Annual Fall Sale" /*change the promotion date!*/ SET @promodate = "31 October" /*if needed, change the rep's name!*/ SET @rep = "John Doe" /*this function makes the first name propercase*/ SET @firstname = ProperCase([First Name]) ]%% ExactTarget Training :: Personalization & Basic AMPscript
  45. 45. Commenting ExactTarget Training :: Personalization & Basic AMPscript
  46. 46. Hide a Content Area with AMPscript We can also hide a Content Area with AMPscript by adding <-- ! --> Hiding the Content Area will still execute the AMPscript. <!-%%[ /*variables we can use in the email*/ VAR @promotion, @promodate, @rep, @firstname /*change the promotion!*/ SET @promotion = "Annual Fall Sale" /*change the promotion date!*/ SET @promodate = "31 October" /*if needed, change the rep's name!*/ SET @rep = "John Doe" /*this function makes the first name propercase*/ SET @firstname = ProperCase([First Name]) ]%% --> ExactTarget Training :: Personalization & Basic AMPscript
  47. 47. Hide a Content Area with AMPscript ExactTarget Training :: Personalization & Basic AMPscript
  48. 48. Questions
  49. 49. Thank You! Kevin Joseph Smith, Sr. Training Coordinator ksmith@DEGdigital.com 913.951.3124 ExactTarget Training :: Personalization & Basic AMPscript
  50. 50. Resources AMPscript Overview http://help.exacttarget.com/en/documentation/exacttarget/content/ampscript/ AMPscript Syntax Guide http://help.exacttarget.com/en/documentation/exacttarget/content/ampscript/am pscript_syntax_guide/ AMPscript Functions http://help.exacttarget.com/en/documentation/exacttarget/content/ampscript/am pscript_functions/ ExactTarget Training :: Personalization & Basic AMPscript

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