September 29th, 2023



When creating email content, the idea is always to get the most amount of engagement from your email subscribers. An effective way of increasing engagement from subscribers is to create emails with personalized content.


How can we do this within Salesforce Marketing Cloud?

A personalization string allows you to include attributes from a subscriber that you are sending to, from a sendable data extension or list. An example of a personalization string is
%%Value%%. Ampscript is scripting language designed for SFMC which is designed with high levels of personalisation and integration in mind.


Let’s quickly discuss some basic components of AMPscript, and then get into an example of how it can bring value to your campaigns and content within SFMC.



var @Value

set @Value = [attribute name in data extension]




Opening Statement: AMPscript begins with “%%[”.

Variable Declaration: Variables are declared in this manner and can be one or many.

Variable setting: Set the variable that you declared above with data that you wish to return.

Closing Statement: AMPscript ends with “]%%”.


Let’s say you want to use the variable in your marketing content, it would look like the example below:



Opening Statement

Informs the code to output the variable

Variable Declaration

Closing Statement


Let’s dive into an example where we need company data from a data extension. The example below shows multiple attributes being returned from a data extension. This example shows how you return a specific row from a dataset as well as error handling if a row in a data extension is not found.

End Result:


Company Name: Marketing Industries, Address: 1252 Haddock avenue, VAT Number: 65165737


One of the most effective ways of delivering personalized content to your SFMC subscribers is through the use of AMPscript. I would always suggest conducting a test send to make sure your AMPscript is working as intended.

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