Email :
The full compilation of all of the marketer's thoughts and is received by the actual customer or the recipient.
Template :
That email, however, is based off of a template, a framework of components and sections that make up that email.
Content Blocks :
That email and template have content blocks, a compilation of different types of pieces of content.
Content :
Content can be images, buttons, words, and code.
Content Builder :
Content Builder is actually where we're going to create the emails, the templates, and the content blocks
These out-of-the-box templates come in many different types in order provide you a wide range of templates that you can get started with.
These are all responsive, and they've all been tested through Marketing Cloud, although you should perform your own testing on every single send that goes out.
Template-Based Email Type :
which means it's based on an existing template, either one that it comes out of the box or one that we previously saved.
why do you want to personalize?
1.To provide a better customer experience.
2.To retain existing customers.
But if you think from a marketer's perspective, you're really trying to achieve two different things.
1.Higher Open Rates
You're trying to get more people to open your email so they can see the content.
You can do this by changing your preheader or your subject line and providing more personalized communication and content around that to drive a better open rate.
2.Higher Click through Rates.
The second thing that you want to achieve is you want to achieve a higher click through rate.
This is the end goal of email communication. You have content that you know your customers are going to like or products
that your customers are going to like, and you want to be able to provide those products or content in a timely manner,
in a personalized way so that a person can see that information and go to the page. So you can do this by changing your banner information,
your call to action, the products on the page, or the content you show them to drive that higher click through rate, and at the end of the day,
drive value to your customers.
Items needed for Personalization :
1.Use Case :
The full picture along with how each personalized piece of content will work together.
2.Data :
The ability to know when to show which personalization to a customer.
3.Email
The combination of all the assets & Logic to display the correct information.
Personalization stats :
1.Throughout the years, it's been found that personalized emails deliver six times higher transaction rates.
2.It's also been proven over the years that 67% of people who unsubscribe from a brand's promotional email indicate that they have received too many irrelevant emails.
So it's very key to have an engaged customer who is receiving content they're actually engaged in.
How can you personalize emails in Marketing Cloud?
1.Dynamic Content
2.AMPscript
3.Segmented emails
4.Guide Template Language
1.Dynamic Content
Dynamic content allows you to build personalization with no code using logic and a configuration screen in order to bake in the personalization you need into your email.
2.AMPscript
The second common way you can do personalization in Marketing Cloud is using AMPscript,
Marketing Cloud's out-of-the-box scripting language that has extensive functions to enable personalization and email communication.
3.Segmented emails
it is a little bit more manual, but also accomplishes the end goal. It's using segmented emails.
So instead of actually personalize the emails, you would just create different variations of your emails and send to your different audiences
so they receive the actual content they want. This way is a little bit more manual, time-consuming, and doesn't have all the advantages
of pure personalization, but again accomplishes the goal here.
4.Guide Template Language
Using another scripting language in Marketing Cloud called Guide Template Language.
Guide Template Languages are very common when you're doing e‑commerce or transactional plays where you're trying to pull in information about the customer,
potentially receipt information, and showing that information so that it's contextual to their experience.
what do you personalize?
1.Image
2.Content
3.Products
You want to personalize the images that are in the email, the content that actually makes up the copy, and also the products that you're showing to your end user if you have products.
Personalization Strings:
AMPscript that allows you to personalize your emails without a whole lot of complicated code behind it.
ex : %%emailaddr%%
You can use the %%emailaddr%% in order to display this to the email.
The's %%s coming before and after the string indicates that it's a personalization string to Marketing Cloud.
%%firstname%%
Value for the subscriber's first name as entered in the profile attribute Full Name.
This string pulls the value before the space.
%%_subscriberkey%%
Subscriber key is the unique identifier of an individual in the system to Marketing Cloud.
%%FIELDNAME%%
This field name potentially could be filled in with whatever column that you have in your date extension that you're trying to send to.
Note :
1.SubscriberKey, which is a unique identifier inside of Marketing Cloud.
2.There are a few ways that data can get into Marketing Cloud. One of them is through integrations, another is through manual entry, and a third is through uploading data into Marketing Cloud through files.
Tips for a fault tolerant email :
1.Always have a backup plan when there is no data.
2.Investigate the size of your audience ahead of time.
3.Test every audience/personalization variation.
Send a Personalized Email with AMPscript :
<span style="display:none">
%%[
set @firstName =AttributeValue("FirstName")
set @firstNamePersonalization = IF( NOT EMPTY(@firstName),@firstName,"Customer)
]%%
</span>
Hey %%=v(@firstNamePersonalization)=%%
<span style="display:none">
%%[
set @interest=AttributeValue("Interest");
IF @interest=="Mountain climbing" THEN
set @subject="New Mountain boots inside!"
ELSEIF @interest =="Rock climbing" THEN
set @subject="Looking for other climbers in your area?"
ELSE
set @subject="Find the top ranked walking trails in your location!"
ENDIF
]%%
</span>
%%=v(@subject)=%%
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