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AMPScript Programming Guide

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AMPScript is a server-side scripting language specific to Salesforce Marketing Cloud that enables dynamic content generation, data retrieval, and manipulation within marketing assets. The language combines elements of markup and procedural programming, featuring variables, functions, conditional logic, and looping structures executed at send-time or page-load. It interfaces directly with Marketing Cloud data structures like Data Extensions and subscriber attributes while providing capabilities for content personalization, API integrations, and complex business logic implementation across email, SMS, push, and web channels.

AMPScript Fundamentals​

Technical Implementation

Technical

AMPScript Business Applications

AMPScript transforms static marketing communications into dynamic, personalized experiences that significantly improve customer engagement and response.

Marketing Capabilities

  • Personalization: Deliver tailored content based on customer attributes and behaviors
  • Dynamic Content: Show different content based on customer segments or preferences
  • Contextual Relevance: Adapt messaging based on time, location, or customer journey stage
  • Business Logic: Implement complex business rules and calculations in marketing content
  • Data Integration: Incorporate real-time data from multiple sources into communications

Business Impact

  • Increased Engagement: Personalized content typically drives 20-30% higher open and click rates
  • Higher Conversion: Context-relevant messaging improves conversion rates by 10-15%
  • Operational Efficiency: Automation of content logic reduces manual segmentation efforts
  • Content Consistency: Centralized business rules ensure accurate information across channels
  • Marketing Agility: Faster implementation of content changes without developer dependency

Strategic Applications

  • One-to-One Marketing: True individualization beyond basic mail merge capabilities
  • Lifecycle Communications: Adaptive content for different customer lifecycle stages
  • Transactional Messaging: Order confirmations, shipping notices with real-time data
  • Cross-channel Coordination: Consistent personalization across email, web, and mobile
  • Testing and Optimization: Implement sophisticated A/B and multivariate testing

Business Value

Non-Technical

AMPScript Technical Foundation

AMPScript is a server-side scripting language that executes at send time for emails or at load time for landing pages and SMS messages.

Syntax and Structure

  • Delimiters: Script blocks enclosed with %% or inline script with @@ or %%=...=%%
  • Case Insensitivity: Function names and variables are not case-sensitive
  • Whitespace: Ignored by the interpreter unless in string literals
  • Line Breaks: Not required between statements but improve readability
  • Comments: Denoted by /* comment */ for multi-line or // for single-line

Variable System

  • Variable Declaration: Using VAR or SET statements
  • Data Types: Implicit typing with strings, numbers, dates, booleans, and nulls
  • Scope: Variables valid within enclosing script block only
  • Naming Rules: Alphanumeric characters, must start with letter or @
  • Reference Syntax: @variableName within string contexts

Execution Context

  • Email Context: Executed at send time with subscriber data context
  • CloudPage Context: Executed at page load with requestor context
  • SMS Context: Executed at message send with mobile subscriber context
  • Personalization Context: Access to current recipient's attributes
  • System Context: Access to platform metadata and system variables

Basic Code Structure

%%[
/* Variable declaration and assignment */
VAR @firstName, @lastName, @fullName
SET @firstName = AttributeValue("FirstName")
SET @lastName = "Smith"

/* Conditional logic */
IF NOT EMPTY(@firstName) THEN
SET @fullName = CONCAT(@firstName, " ", @lastName)
ELSE
SET @fullName = @lastName
ENDIF

/* Output variable value */
]%%

Hello, %%=v(@fullName)=%%!

%%[
/* Function usage with error handling */
VAR @currentDate
SET @currentDate = FORMAT(NOW(), "MMMM d, yyyy")

/* FOR loop structure */
VAR @counter, @output
SET @output = ""
FOR @counter = 1 TO 5 DO
SET @output = CONCAT(@output, @counter, " ")
NEXT @counter
]%%

Today is %%=v(@currentDate)=%%
Counting: %%=v(@output)=%%

AMPScript Language Elements​

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AMPScriptSyntax &StructureVariables &TypesOperators &ExpressionsControlStructuresBuilt-inFunctionsDelimiters%%[ ]%% / @Comments/* */ or //StatementsVAR, SET, etc.DeclarationVAR, SETData TypesImplicitVariableScopeArithmeticOperatorsComparisonOperatorsLogicalOperatorsConditionalsIF/ELSEIF/ELSELoopsFOR/NEXTStringFunctionsDataFunctionsMathFunctionsDateFunctionsContentFunctions

Legend

Components
Core
Main Elements
Syntax Components
Variable System
Operators
Control Structures
Function Categories
Connection Types
Process Flow

Working with Personalization​

Note: Each tab below includes both business and technical perspectives on personalization techniques. Look for the split view in each tab that shows:

💼 Business Perspective

Marketing applications, business benefits, implementation strategy

💻 Technical Implementation

Code examples, implementation methods, technical considerations

Basic Personalization

Basic personalization creates more relevant, engaging communications by incorporating customer-specific information into marketing messages.

Marketing Applications
  • Recipient Identification: Address customers by name and relevant identifiers
  • Account Information: Include account details, status, and history
  • Preference Reflection: Acknowledge known customer preferences
  • Relationship Recognition: Reference relationship length, tier, or status
  • Location Relevance: Include geographic-specific information
Business Benefits
  • Improved Engagement: Personalized emails typically see 29% higher open rates
  • Higher Conversion: Personalized calls-to-action convert 202% better than default versions
  • Reduced Unsubscribes: Relevant content decreases opt-out rates
  • Enhanced Customer Experience: Creates impression of individual attention
  • Brand Relationship: Strengthens connection between customer and brand
Implementation Strategy
  • Data Quality First: Ensure customer data is clean and reliable
  • Progressive Approach: Start with simple personalization, then advance
  • Appropriate Defaults: Always plan for missing data with graceful fallbacks
  • Strategic Application: Use personalization where it adds real value
  • Testing Protocol: Implement thorough testing for personalization accuracy

AMPScript Function Categories​

Function Category
Common Functions
Technical Usage
Business Applications
String FunctionsConcat, Replace, Substring, Length, Format, TrimManipulate text strings, format outputs, combine valuesName formatting, ID masking, content formatting, dynamic text generation
Math FunctionsAdd, Subtract, Multiply, Divide, Random, Round, FormatNumberPerform calculations, format numeric outputs, generate random valuesPrice calculations, discount offers, points calculators, random selections
Date FunctionsDateAdd, DateDiff, DatePart, Now, FormatDate, SystemDateToLocalDateDate manipulation, formatting, timezone conversionExpiration dates, appointment reminders, timely offers, localized timestamps
Logical FunctionsIIf, Empty, IsNull, IsEmailAddress, IsDate, IsNumericConditional logic, data validation, type checkingContent validation, error prevention, format verification, fallbacks
Content FunctionsContentBlockByID, ContentBlockByKey, ContentAreaByName, TreatAsContentDynamic content inclusion, rendering, shared content usageModular content strategy, shared assets, template systems, localized content
AMPscript Lookup FunctionsLookupRows, LookupOrderedRows, LookupRowsCS, Row, Field, RowCountRetrieve and process data from Data ExtensionsOrder history, product recommendations, account details, relationship data
Subscriber Data FunctionsAttributeValue, RaiseError, IsSubscribed, ListSubscribeAccess subscriber data, manage subscription statusPersonalization, preference management, subscription handling, profile updates
HTTP/Integration FunctionsHTTPGet, HTTPPost, CreateObject, InvokeCreate, WSProxyExternal API integration, web service consumptionReal-time pricing, inventory checks, external data integration, API-driven content
Mobile and Social FunctionsMobileConnect, MobilePush, BeginSocialPublishCross-channel messaging and integrationOmni-channel campaigns, channel coordination, multi-touch marketing
Encoding and EncryptionBase64Encode, Base64Decode, EncryptSymmetric, DecryptSymmetricData encoding/decoding, security, URL parametersSecure data handling, parameter passing, PII protection, compliant communications

Advanced AMPScript Techniques​

Technical Implementation

Technical

Advanced AMPScript Business Applications

Advanced AMPScript techniques unlock sophisticated marketing capabilities that deliver exceptional customer experiences and drive significant business results.

Real-time Personalization

  • Live Inventory Integration: Show current product availability at send time
  • Price Updates: Display current pricing even if it changes after email creation
  • Location-Based Content: Incorporate location-specific details from external systems
  • Account Status: Present up-to-the-minute account information
  • Weather-Based Content: Adjust messaging based on recipient's local conditions

Advanced Segmentation Implementation

  • Multi-variable Targeting: Combine multiple attributes for precise content selection
  • Behavioral Response: Adapt content based on recent engagement patterns
  • Progressive Profiling: Adjust content based on known vs. unknown attributes
  • Propensity Modeling: Incorporate predictive scores into content decisions
  • Cross-channel Coordination: Align email content with experiences in other channels

Enhanced Marketing Operations

  • Dynamic Rule Systems: Create marketing "rules engines" configurable by marketers
  • Error Prevention: Implement sophisticated fallbacks for data issues
  • Testing Framework: Build advanced A/B testing capabilities beyond platform defaults
  • Content Governance: Ensure regulatory compliance with conditional content rules
  • Performance Optimization: Balance personalization complexity with delivery efficiency

Strategic Business Impact

  • Customer Experience Leadership: Deliver best-in-class personalized communications
  • Marketing Agility: Respond to changing conditions without rebuilding campaigns
  • System Integration: Seamlessly connect marketing with other business systems
  • Competitive Advantage: Create marketing capabilities difficult for competitors to replicate
  • Operational Scale: Support sophisticated personalization across large customer bases

Business Value

Non-Technical

Advanced AMPScript Techniques

Beyond basic personalization, AMPScript enables sophisticated implementations that can significantly enhance marketing capabilities.

API Integration


/* Fetching real-time inventory from external API */
%%[
VAR @productSKU, @inventoryURL, @callStatus, @response, @inventory
SET @productSKU = AttributeValue("ProductSKU")
SET @inventoryURL = Concat("https://api.example.com/inventory/", @productSKU)

/* Make HTTP request */
SET @response = HTTPGet(@inventoryURL, false, 0, @callStatus)

IF @callStatus == "200" THEN
/* Parse JSON response */
SET @inventoryObj = ParseJSON(@response)
SET @inventory = @inventoryObj.quantity
IF @inventory > 10 THEN
  SET @status = "In Stock"
  SET @statusColor = "green"
ELSEIF @inventory > 0 THEN
  SET @status = Concat("Limited Stock: Only ", @inventory, " left")
  SET @statusColor = "orange"
ELSE
  SET @status = "Out of Stock"
  SET @statusColor = "red"
ENDIF
ELSE
/* Error handling */
SET @status = "Check website for availability"
SET @statusColor = "gray"
ENDIF
]%%

<p style="color:%%=v(@statusColor)=%%"><%=v(@status)=%></p>

Nested Content Selection


/* Dynamic nested content selection based on multiple criteria */
%%[
VAR @region, @language, @segment, @contentKey
SET @region = AttributeValue("Region")
SET @language = AttributeValue("Language")
SET @segment = AttributeValue("CustomerSegment")

/* Create dynamic content key based on multiple attributes */
IF NOT EMPTY(@region) AND NOT EMPTY(@language) AND NOT EMPTY(@segment) THEN
/* Try most specific match first */
SET @contentKey = CONCAT(@region, "-", @language, "-", @segment)
SET @contentExists = LookupRows("Content_Keys", "ContentKey", @contentKey)

/* If specific content doesn't exist, try less specific */
IF RowCount(@contentExists) == 0 THEN
  SET @contentKey = CONCAT(@region, "-", @language, "-default")
  SET @contentExists = LookupRows("Content_Keys", "ContentKey", @contentKey)

  /* Try even less specific */
  IF RowCount(@contentExists) == 0 THEN
    SET @contentKey = CONCAT(@region, "-default-default")
    SET @contentExists = LookupRows("Content_Keys", "ContentKey", @contentKey)

    /* Fallback to global default */
    IF RowCount(@contentExists) == 0 THEN
      SET @contentKey = "global-default"
    ENDIF
  ENDIF
ENDIF
ELSE
SET @contentKey = "global-default"
ENDIF

SET @contentBlock = ContentBlockByKey(@contentKey)
]%%

%%=TreatAsContent(@contentBlock)=%%

Dynamic AMPscript Generation


/* Dynamically generating AMPscript code based on data - advanced personalization */
%%[
VAR @subscriberID, @ruleRows, @ruleCount, @rule, @dynamicCode, @i
SET @subscriberID = _subscriberkey
SET @ruleRows = LookupRows("Personalization_Rules", "Active", "true")
SET @ruleCount = RowCount(@ruleRows)
SET @dynamicCode = ""

/* Build dynamic AMPscript from rules table */
FOR @i = 1 TO @ruleCount DO
SET @rule = Row(@ruleRows, @i)
SET @ruleType = Field(@rule, "RuleType")
SET @ruleField = Field(@rule, "FieldName")
SET @ruleValue = Field(@rule, "FieldValue")
SET @ruleThen = Field(@rule, "ThenCode")
SET @ruleElse = Field(@rule, "ElseCode")

/* Add to dynamic code string */
SET @dynamicCode = CONCAT(@dynamicCode, "IF ", @ruleType, "(AttributeValue('", @ruleField, "'), '", @ruleValue, "') THEN ", @ruleThen, " ELSE ", @ruleElse, " ENDIF ")
NEXT @i

/* Execute the dynamically generated code */
]%%

%%=TreatAsContent(@dynamicCode)=%%

Advanced Error Handling


/* Advanced error handling and logging */
%%[
VAR @customerID, @orderHistoryRows, @errorMessage, @result
SET @customerID = AttributeValue("CustomerID")
SET @errorOccurred = false

/* Attempt data operation with error handling */
TRY
SET @orderHistoryRows = LookupRows("Order_History", "CustomerID", @customerID)
SET @result = RowCount(@orderHistoryRows)
CATCH @e
SET @errorOccurred = true
SET @errorMessage = @e

/* Log error to monitoring Data Extension */
SET @logRows = InsertData("Error_Log",
  "ErrorTimestamp", Now(),
  "SubscriberKey", _subscriberkey,
  "ErrorSource", "Order History Lookup",
  "ErrorMessage", @errorMessage,
  "EmailID", JobID
)
ENDSAVE

]%%

/* Controlled degradation of content based on error state */
%%[ IF NOT @errorOccurred THEN ]%%
/* Normal content when data is available */
<div class="order-history">
  <!-- Order history display -->
</div>
%%[ ELSE ]%%
<!-- Fallback content when error occurs -->
<div class="generic-content">
  <p>View your complete order history in your online account.</p>
</div>
%%[ ENDIF ]%%

Debugging and Testing​

Ensuring Personalization Quality

Business Risks of Poor Testing

  • Personalization Failures: Missing or incorrect personalization damages customer experience
  • Brand Reputation Impact: Errors in personalization reduce brand credibility
  • Regulatory Compliance Issues: Incorrect content can create compliance problems
  • Campaign Performance Reduction: Personalization errors reduce effectiveness by 23% on average
  • Operational Inefficiency: Last-minute fixes and emergency corrections waste resources

Testing Strategy

  • Persona-Based Testing: Create test profiles representing different customer segments
  • Scenario Testing: Validate all possible content combinations
  • Rendering Testing: Check how personalization displays across devices and clients
  • Data Validation: Verify data accuracy before campaign execution
  • Cross-functional Review: Include stakeholders beyond marketing in testing process

Quality Assurance Process

  • Pre-flight Checklist: Structured verification steps before deployment
  • Test Audience Definition: Representative sample for validating personalization
  • Documentation Requirements: Clear documentation of personalization logic and expected outcomes
  • Approval Workflow: Formal sign-off process for complex personalization
  • Post-campaign Audit: Review of actual sent content to identify improvement opportunities

Organizational Considerations

  • Skills Development: Training marketers to understand and test personalization logic
  • Resource Allocation: Appropriate time and resources for testing complex personalization
  • Process Integration: Building testing into standard campaign workflow
  • Tool Investment: Potential need for specialized testing tools for complex implementations
  • Continuous Improvement: Learning from past personalization issues to prevent recurrence

AMPScript Best Practices​

Best Practice
Technical Implementation
Business Value
Modular Code StructureBreak complex logic into smaller, reusable components; use Content Blocks for shared codeEasier maintenance, consistent implementation, faster development cycles
Consistent Error HandlingImplement robust error checking and fallbacks; always test for empty values before using themMore resilient campaigns, better customer experience, reduced support issues
Standardized Naming ConventionsUse clear, consistent variable naming (e.g., prefixing variables by type or function)Improved code readability, easier troubleshooting, better team collaboration
Performance OptimizationMinimize nested lookups, cache repeated values in variables, optimize complex operationsFaster processing times, reduced send failures, improved delivery timelines
Code DocumentationAdd clear comments explaining purpose and logic, especially for complex operationsKnowledge sharing, easier handoffs between team members, faster onboarding
Controlled ComplexityBalance personalization depth with code maintainability; avoid overly complex logicSustainable personalization strategy, manageable ongoing maintenance
Centralized Business LogicImplement key business rules in shared content blocks or data extensionsConsistent application of business rules, easier updates when rules change
Versioned ImplementationMaintain version history for critical AMPScript implementationsRisk reduction during updates, ability to roll back to previous versions
Testing FrameworkEstablish comprehensive testing protocol including edge cases and data variationsHigher quality implementations, reduced errors in production, better customer experience
Environment-Specific CodeBuild code that works across production, testing, and sandbox environmentsSmoother migration between environments, more reliable testing process

AMPScript vs. Server-Side JavaScript​

Technical Comparison

Technical

Business Decision Factors

Choosing between AMPScript and SSJS has important implications for marketing operations, resource requirements, and long-term maintenance.

Use Case Suitability

  • AMPScript Best For: Marketing communications, personalized content, triggered emails, dynamic content
  • SSJS Best For: Admin automation, advanced landing pages, complex data processing, platform management

Resource Considerations

  • AMPScript Resourcing: Easier to learn, marketing team can often master basics, specialized knowledge for advanced use
  • SSJS Resourcing: Requires JavaScript programming knowledge, typically needs technical developers, steeper learning curve

Operational Impact

  • AMPScript: Better performance for high-volume sends, more reliable execution, built-in SFMC optimization
  • SSJS: Slower execution, potential performance issues at scale, better for background operations

Maintenance & Governance

  • AMPScript: Simpler code structures, easier to maintain, more accessible for marketing teams
  • SSJS: More complex code management, often requires developers for maintenance, closer to traditional development

Strategic Decision Making

  • Team Composition: Consider your team's technical capabilities when choosing approach
  • Use Case Evaluation: Match language choice to specific marketing requirements
  • Hybrid Strategy: Develop guidelines for when to use each language
  • Training Investment: Consider skill development needs for each approach
  • Future Flexibility: Balance immediate needs with long-term platform strategy

Business Recommendations

  • Start with AMPScript for core marketing personalization needs
  • Introduce SSJS only where specific programming capabilities are required
  • Develop clear governance around which language is used for which purpose
  • Build internal knowledge base and documentation for both languages
  • Consider technical resource planning when expanding use of either language

Business Perspective

Non-Technical

Technical Differences

SFMC offers two server-side scripting languages: AMPScript and Server-Side JavaScript (SSJS), each with distinct technical characteristics and use cases.

Language Characteristics

  • AMPScript: Proprietary language specific to SFMC, simpler syntax, optimized for content personalization
  • SSJS: Based on JavaScript (ECMAScript 3), more complex programming capabilities, primarily for administrative tasks

Execution Model

  • AMPScript: Evaluates at send time (emails) or request time (pages), faster execution, preferred for high-volume sends
  • SSJS: Interpreted at runtime, slower performance, better suited for administrative scripts or low-volume scenarios

Functional Capabilities

  • AMPScript: Excellent for data retrieval, content personalization, string manipulation, basic logic
  • SSJS: Strong for complex programming needs, advanced data structures, administrative operations, API wrapper functions

Integration Points

  • AMPScript: Fully integrated with all content types (email, SMS, pages), preferred for personalization
  • SSJS: Better for accessing platform objects (folders, users, lists), administrative functions, and backend processes

Code Example Comparison


/* AMPScript example - data lookup and personalization */
%%[
VAR @firstName, @lastName, @customerRows
SET @customerRows = LookupRows("Customers", "CustomerID", CustomerID)

IF RowCount(@customerRows) > 0 THEN
SET @firstName = Field(Row(@customerRows, 1), "FirstName")
SET @lastName = Field(Row(@customerRows, 1), "LastName")
ELSE
SET @firstName = "Valued"
SET @lastName = "Customer"
ENDIF
]%%

Hello, %%=v(@firstName)=%% %%=v(@lastName)=%%!

/* Equivalent SSJS example */
<script runat="server">
var customerRows = Platform.Function.LookupRows("Customers", "CustomerID",
                                                Variable.GetValue("CustomerID"));
var firstName, lastName;

if (customerRows && customerRows.length > 0) {
  firstName = customerRows[0]["FirstName"];
  lastName = customerRows[0]["LastName"];
} else {
  firstName = "Valued";
  lastName = "Customer";
}
</script>

Hello, <script runat="server">= firstName</script> <script runat="server">= lastName</script>!

Technical Recommendations

  • Use AMPScript for content personalization, especially in high-volume email sends
  • Use SSJS for administrative scripts, complex data processing, and platform management
  • Combine both where appropriate, with SSJS handling complex logic and AMPScript handling content presentation
  • Consider performance implications for high-volume sends when choosing between languages
  • Leverage SSJS for its programming capabilities but be aware of execution time constraints

Advanced Personalization Techniques​

Note: This section uses flip cards that show different perspectives when clicked. Click the card to switch between "Personalization Implementation" (technical) and "Personalization Strategy" (business) views.

💼 Click to see Business Perspective

Strategic approaches, maturity model, organizational considerations

💻 Click to see Technical Implementation

Code examples, implementation methods, technical considerations

Personalization Implementation

Technical

Strategic Personalization Approaches

Advanced personalization is not just a technical implementation but a strategic marketing approach that creates more meaningful customer relationships and delivers measurable business impact.

Personalization Maturity Model

  • Level 1: Basic Personalization
    • Simple name and attribute personalization
    • Segmentation by broad demographic categories
    • Standard content with personalized elements
    • Business Impact: 5-10% improvement in engagement metrics
  • Level 2: Behavioral Personalization
    • Content based on past purchase behavior
    • Browse and click pattern recognition
    • Product recommendations based on history
    • Business Impact: 15-25% improvement in conversion rates
  • Level 3: Contextual Personalization
    • Real-time environmental factors (weather, location)
    • Time-aware content delivery
    • Device and channel-specific experiences
    • Business Impact: 20-30% increase in engagement across channels
  • Level 4: Predictive Personalization
    • AI-driven content selection
    • Propensity modeling for next best action
    • Anticipated needs based on behavior patterns
    • Business Impact: 25-40% higher customer lifetime value
  • Level 5: Individualized Experiences
    • True 1:1 marketing experiences
    • Cross-channel personalization orchestration
    • Continuous optimization through machine learning
    • Business Impact: 30-50% improvement in customer retention

Measuring Personalization Effectiveness

  • Engagement Metrics: Open rates, click rates, time spent, pages viewed
  • Conversion Metrics: Conversion rate, average order value, items per order
  • Customer Metrics: Customer lifetime value, repeat purchase rate, churn rate
  • Content Effectiveness: Content-specific performance, variant testing results
  • Cross-Channel Impact: Channel preference changes, omnichannel engagement

Organizational Considerations

  • Data Strategy: Building a unified customer data platform to power personalization
  • Content Strategy: Modular approach to content creation enabling mix-and-match personalization
  • Team Structure: Cross-functional collaboration between marketing, data, and technology teams
  • Test-and-Learn Culture: Continuous experimentation and refinement of personalization strategies
  • Technology Stack: Integrated tools that enable seamless personalization across touchpoints

Ethical Personalization Practices

  • Transparency: Clear communication about data usage and personalization
  • Privacy Compliance: Adherence to regulations like GDPR, CCPA, and emerging standards
  • Customer Control: Providing preference management options for personalization levels
  • Data Governance: Proper handling and protection of customer information
  • Relevance Balancing: Avoiding creepy or intrusive personalization that damages trust

Personalization Strategy

Non-Technical

Advanced Personalization Techniques

AMPScript enables sophisticated personalization that goes beyond simple attribute insertion, allowing for truly individualized experiences.

Predictive Personalization


/* Personalization based on predictive scores */
%%[
VAR @subscriberKey, @predictiveScores, @productAffinityScore,
  @churnRiskScore, @recommendedCategory, @messageType

SET @subscriberKey = _subscriberkey
SET @predictiveScores = LookupRows("Predictive_Scores", "SubscriberKey", @subscriberKey)

IF RowCount(@predictiveScores) > 0 THEN
SET @row = Row(@predictiveScores, 1)
SET @productAffinityScore = Field(@row, "ProductAffinityScore")
SET @churnRiskScore = Field(@row, "ChurnRiskScore")

/* Determine product category based on highest affinity */
IF @productAffinityScore > 75 THEN
  SET @recommendedCategory = Field(@row, "TopProductCategory")
ELSE
  SET @recommendedCategory = "featured"
ENDIF

/* Determine message type based on churn risk */
IF @churnRiskScore > 70 THEN
  SET @messageType = "retention"
ELSEIF @churnRiskScore > 40 THEN
  SET @messageType = "engagement"
ELSE
  SET @messageType = "growth"
ENDIF
ELSE
/* Default values if no predictive data available */
SET @recommendedCategory = "bestsellers"
SET @messageType = "standard"
ENDIF

/* Retrieve appropriate content blocks based on predictions */
SET @categoryContent = ContentBlockByKey(CONCAT(@recommendedCategory, "_products"))
SET @messageContent = ContentBlockByKey(CONCAT(@messageType, "_message"))
]%%

/* Display personalized headline based on message type */
%%[ IF @messageType == "retention" THEN ]%%
<h2>We've Missed You! Special Offer Inside</h2>
%%[ ELSEIF @messageType == "engagement" THEN ]%%
<h2>Discover What's New Just For You</h2>
%%[ ELSE ]%%
<h2>Exclusive Recommendations For You</h2>
%%[ ENDIF ]%%

<!-- Product recommendations based on affinity -->
<div class="product-recommendations">
%%=TreatAsContent(@categoryContent)=%%
</div>

<!-- Message content based on churn risk -->
<div class="personalized-message">
%%=TreatAsContent(@messageContent)=%%
</div>

Cross-Channel Personalization


/* Cross-channel personalization with unified history */
%%[
VAR @subscriberKey, @channelInteractions, @lastChannel, @lastInteraction,
  @emailCount, @smsCount, @webCount, @preferredChannel, @contentStrategy

SET @subscriberKey = _subscriberkey
SET @channelInteractions = LookupRows("Channel_Interactions", "SubscriberKey", @subscriberKey)

/* Default values */
SET @emailCount = 0
SET @smsCount = 0
SET @webCount = 0
SET @lastChannel = "None"
SET @lastInteraction = Now()
SET @daysSinceInteraction = 999

/* Process interaction data if available */
IF RowCount(@channelInteractions) > 0 THEN
/* Count interactions by channel */
FOR @i = 1 TO RowCount(@channelInteractions) DO
  SET @row = Row(@channelInteractions, @i)
  SET @channel = Field(@row, "ChannelName")
  SET @interactionDate = Field(@row, "InteractionDate")

  /* Track most recent interaction */
  IF DateDiff(@interactionDate, @lastInteraction, "D") > 0 THEN
    SET @lastInteraction = @interactionDate
    SET @lastChannel = @channel
  ENDIF

  /* Count by channel type */
  IF @channel == "Email" THEN
    SET @emailCount = Add(@emailCount, 1)
  ELSEIF @channel == "SMS" THEN
    SET @smsCount = Add(@smsCount, 1)
  ELSEIF @channel == "Web" THEN
    SET @webCount = Add(@webCount, 1)
  ENDIF
NEXT @i

/* Calculate days since last interaction */
SET @daysSinceInteraction = DateDiff(@lastInteraction, Now(), "D")

/* Determine preferred channel */
IF @emailCount > @smsCount AND @emailCount > @webCount THEN
  SET @preferredChannel = "Email"
ELSEIF @smsCount > @emailCount AND @smsCount > @webCount THEN
  SET @preferredChannel = "SMS"
ELSE
  SET @preferredChannel = "Web"
ENDIF

/* Set content strategy based on interaction patterns */
IF @daysSinceInteraction > 30 THEN
  SET @contentStrategy = "reactivation"
ELSEIF @lastChannel == "SMS" THEN
  SET @contentStrategy = "mobile_first"
ELSEIF @lastChannel == "Web" THEN
  SET @contentStrategy = "web_continuation"
ELSE
  SET @contentStrategy = "email_focused"
ENDIF
ELSE
SET @preferredChannel = "Email"
SET @contentStrategy = "new_contact"
ENDIF
]%%

<!-- Personalized messaging based on cross-channel behavior -->
%%[ IF @contentStrategy == "reactivation" THEN ]%%
<div class="welcome-back">
  <h2>Welcome Back!</h2>
  <p>It's been a while since we've seen you. Here's what you've missed...</p>
</div>
%%[ ELSEIF @contentStrategy == "mobile_first" ]%%
<div class="mobile-continuation">
  <h2>Continue Your Mobile Experience</h2>
  <p>Following up on your recent text message activity...</p>
</div>
%%[ ELSEIF @contentStrategy == "web_continuation" ]%%
<div class="web-continuation">
  <h2>Based On Your Recent Browsing</h2>
  <p>We thought you might be interested in these items...</p>
</div>
%%[ ELSE ]%%
<div class="standard-content">
  <h2>Recommended Just For You</h2>
  <p>Check out our latest offerings customized to your preferences...</p>
</div>
%%[ ENDIF ]%%

Behavioral Segmentation


/* Advanced behavioral segmentation */
%%[
VAR @subscriberKey, @behaviorData, @purchaseRecency, @browseRecency,
  @purchaseFrequency, @averageOrderValue, @customerSegment, @nextBestAction

SET @subscriberKey = _subscriberkey
SET @behaviorData = LookupRows("Customer_Behavior", "SubscriberKey", @subscriberKey)

/* Default values for new customers */
SET @purchaseRecency = 999
SET @browseRecency = 999
SET @purchaseFrequency = 0
SET @averageOrderValue = 0
SET @customerSegment = "New"
SET @nextBestAction = "first_purchase"

IF RowCount(@behaviorData) > 0 THEN
SET @row = Row(@behaviorData, 1)
SET @purchaseRecency = Field(@row, "DaysSinceLastPurchase")
SET @browseRecency = Field(@row, "DaysSinceLastBrowse")
SET @purchaseFrequency = Field(@row, "PurchaseFrequency30Day")
SET @averageOrderValue = Field(@row, "AverageOrderValue")

/* RFM-based segmentation */
IF @purchaseRecency <= 30 AND @purchaseFrequency >= 2 AND @averageOrderValue > 100 THEN
  SET @customerSegment = "VIP"
  SET @nextBestAction = "exclusive_access"
ELSEIF @purchaseRecency <= 60 AND @purchaseFrequency >= 1 THEN
  SET @customerSegment = "Active"
  SET @nextBestAction = "cross_sell"
ELSEIF @purchaseRecency > 60 AND @purchaseRecency <= 120 THEN
  SET @customerSegment = "At_Risk"
  SET @nextBestAction = "win_back"
ELSEIF @purchaseRecency > 120 THEN
  SET @customerSegment = "Lapsed"
  SET @nextBestAction = "reactivation_offer"
ELSEIF @purchaseRecency == 999 AND @browseRecency <= 15 THEN
  SET @customerSegment = "Prospect"
  SET @nextBestAction = "first_purchase_incentive"
ENDIF
ENDIF

/* Retrieve appropriate content based on segment and next best action */
SET @segmentContent = ContentBlockByKey(CONCAT(@customerSegment, "_content"))
SET @actionContent = ContentBlockByKey(CONCAT(@nextBestAction, "_block"))
]%%

<!-- Segment-specific header -->
<div class="segment-header %%=v(@customerSegment)=%%">
%%=TreatAsContent(@segmentContent)=%%
</div>

<!-- Next best action recommendation -->
<div class="next-action">
%%=TreatAsContent(@actionContent)=%%
</div>

Contextual Personalization


/* Weather and location-aware personalization */
%%[
VAR @zipCode, @weatherData, @temperature, @condition,
  @locationData, @nearestStore, @storeHours, @seasonalContent

SET @zipCode = AttributeValue("ZipCode")
IF NOT EMPTY(@zipCode) THEN
/* Retrieve weather data from a previously populated data extension */
SET @weatherData = LookupRows("Weather_Cache", "ZipCode", @zipCode)

IF RowCount(@weatherData) > 0 THEN
  SET @row = Row(@weatherData, 1)
  SET @temperature = Field(@row, "Temperature")
  SET @condition = Field(@row, "Condition")
ENDIF

/* Lookup nearest store based on zip code */
SET @locationData = LookupOrderedRows("Store_Locations", 1, "Distance ASC", "ZipCode", @zipCode)

IF RowCount(@locationData) > 0 THEN
  SET @storeRow = Row(@locationData, 1)
  SET @nearestStore = Field(@storeRow, "StoreName")
  SET @storeHours = Field(@storeRow, "Hours")
  SET @storeAddress = Field(@storeRow, "Address")
ENDIF

/* Determine seasonal and weather-appropriate content */
IF @temperature > 85 THEN
  SET @seasonalContent = "hot_weather"
ELSEIF @temperature < 50 THEN
  SET @seasonalContent = "cold_weather"
ELSEIF @condition == "Rain" OR @condition == "Snow" THEN
  SET @seasonalContent = "wet_weather"
ELSE
  SET @seasonalContent = "pleasant_weather"
ENDIF
ELSE
SET @seasonalContent = "default_seasonal"
ENDIF

SET @contextContent = ContentBlockByKey(CONCAT(@seasonalContent, "_products"))
]%%

<!-- Weather-contextual greeting -->
%%[ IF NOT EMPTY(@temperature) THEN ]%%
%%[ IF @temperature > 85 THEN ]%%
  <h2>Beat the Heat with These Cool Offers</h2>
%%[ ELSEIF @temperature < 50 THEN ]%%
  <h2>Stay Warm with These Hot Deals</h2>
%%[ ELSEIF @condition == "Rain" OR @condition == "Snow" ]%%
  <h2>Perfect for a %%=v(@condition)=%% Day: Indoor Specials</h2>
%%[ ELSE ]%%
  <h2>Enjoy the Nice Weather with These Selections</h2>
%%[ ENDIF ]%%
%%[ ELSE ]%%
<h2>Today's Top Recommendations</h2>
%%[ ENDIF ]%%

<!-- Context-specific product recommendations -->
<div class="contextual-products">
%%=TreatAsContent(@contextContent)=%%
</div>

<!-- Nearest store information if available -->
%%[ IF NOT EMPTY(@nearestStore) ]%%
<div class="local-store">
<h3>Visit Your Nearest Store</h3>
<p><strong>%%=v(@nearestStore)=%%</strong><br>
%%=v(@storeAddress)=%%<br>
Hours: %%=v(@storeHours)=%%</p>
</div>
%%[ ENDIF ]%%

Personalization Implementation Patterns​

Customer Journey Personalization

Journey-based personalization acknowledges that customers have different needs at different stages of their relationship with your brand, delivering content that moves them forward in their lifecycle.

Strategic Application
  • Acquisition to Activation: Guide prospects to first purchase with appropriate messaging
  • Onboarding: Help new customers get maximum value from their purchase
  • Engagement: Deepen relationship with active customers through relevant cross-sells
  • Retention: Identify and address at-risk customers before they churn
  • Loyalty: Recognize and reward loyal customers, encouraging advocacy
Business Impact
  • Higher Conversion Rates: Journey-appropriate CTAs convert 3-5x better than generic ones
  • Reduced Time-to-Value: Proper onboarding can reduce time to second purchase by 40%
  • Improved Retention: Early intervention with at-risk customers can reduce churn by 20-30%
  • Increased LTV: Customers who receive journey-based communication have 15-25% higher lifetime value
  • More Referrals: Properly nurtured loyal customers generate 2-3x more referrals
Implementation Strategy
  • Journey Mapping: Define clear customer lifecycle stages based on behavior and transactions
  • Content Strategy: Create stage-appropriate content addressing specific needs and questions
  • Transition Planning: Define triggers and conditions for moving customers between stages
  • Message Cadence: Establish appropriate frequency based on journey stage
  • Progressive Profiling: Gather additional data points at appropriate journey moments
Success Measurement
  • Stage Progression: Track how effectively customers move through lifecycle stages
  • Stage-Specific Metrics: Define KPIs relevant to each lifecycle stage
  • Time-in-Stage: Monitor for customers stuck too long in a particular stage
  • Regression Analysis: Identify causes when customers move backward in the journey
  • Velocity Metrics: Measure time-to-conversion between key journey stages

Personalization Metrics and Measurement​

Business Value of Measurement

Strategic measurement of personalization creates a feedback loop that drives continuous optimization and delivers measurable business impact.

Building the Business Case

  • Quantifying ROI: Measurable evidence of personalization's business impact
  • Resource Justification: Data-driven rationale for personalization investments
  • Strategy Alignment: Connect personalization outcomes to broader business objectives
  • Executive Reporting: Clear metrics for communicating value to leadership
  • Optimization Guidance: Focus improvement efforts on highest-value personalization tactics

Key Performance Indicators

  • Revenue Metrics
    • Revenue Lift: 5-10% (basic) to 25-40% (advanced) personalization
    • Average Order Value: Typically 10-15% increase with effective personalization
    • Conversion Rate: 3-5x higher with contextualized content
    • Customer Lifetime Value: 15-25% increase with personalized journeys
    • Cost per Acquisition: 10-20% reduction through personalized acquisition
  • Engagement Metrics
    • Email Open Rate: 25-35% higher for personalized subject lines
    • Click-Through Rate: 50-100% increase for personalized content blocks
    • Content Consumption: 20-30% longer engagement with personalized content
    • Bounce Rate: 10-15% lower site abandonment with personalized landing pages
    • Multi-channel Engagement: 40-60% higher cross-channel interaction rates

Strategic Impact

  • Customer-Centric Transformation: Evolution from campaign focus to customer focus
  • Data-Driven Culture: Shift toward measurement-based decision making
  • Marketing Maturity Advancement: Progress along digital marketing capability model
  • Competitive Differentiation: Documented advantage through personalization excellence
  • Business Agility: Faster adaptation to changing customer needs and market conditions

Implementation and Tracking

Technical

Leveraging Personalization Analytics

Effective personalization measurement provides actionable insights that drive continuous optimization and business impact.

Key Personalization Metrics

  • Personalization Lift: Performance difference between personalized and generic content
  • Personalization Revenue Impact: Additional revenue attributed to personalization initiatives
  • Personalization Relevance Score: Measure of how well personalization matched recipient context
  • Personalization Depth: Number of personalized elements per communication
  • Personalization Coverage: Percentage of audience receiving personalized content

Personalization Analytics Framework

  • Tactical Metrics
    • Open Rate by Personalization Type
    • Click Rate on Personalized Elements
    • Time Spent with Personalized Content
    • Form Completion Rate with Personalized Fields
    • Cart Addition Rate from Personalized Recommendations
  • Strategic Metrics
    • Conversion Rate by Personalization Approach
    • Average Order Value with Personalization
    • Customer Satisfaction Score with Personalized Experience
    • Retention Rate Impact from Personalization
    • Customer Lifetime Value Change with Personalization

Optimization Strategy

  • Continuous Testing: Regularly test personalization approaches against each other
  • Personalization Depth Analysis: Determine optimal amount of personalization
  • Factor Weighting: Identify which personalization factors drive highest impact
  • Segment-specific Optimization: Customize personalization approach by customer segment
  • Iterative Refinement: Use measurement data to continuously improve personalization logic

Business Impact Assessment

  • ROI Calculation: Measure return on personalization investment
  • Cost-Benefit Analysis: Balance personalization complexity with performance gain
  • Personalization Attribution: Determine impact of personalization on overall marketing performance
  • Competitive Benchmark: Compare personalization sophistication against industry standards
  • Customer Experience Impact: Assess personalization influence on overall experience quality

Long-term Measurement Strategy

  • Personalization Maturity Assessment: Track progression along personalization capability model
  • Data Quality Metrics: Measure improvement in data available for personalization
  • Technical Capability Index: Assess technical sophistication of personalization implementations
  • Content Relevance Scoring: Develop system to measure personalization relevance
  • Cross-channel Personalization Consistency: Track personalization coherence across touchpoints

Analytics and Optimization

Non-Technical

Measuring Personalization Effectiveness

Implementing proper measurement systems is crucial to understanding the impact of your AMPScript personalization efforts and optimizing for better results.

Technical Implementation


/* Adding tracking parameters to personalized content */
%%[
VAR @subscriberKey, @contentVariant, @personalizationType, @trackingURL
SET @subscriberKey = _subscriberkey
SET @contentVariant = "product_recommendation"
SET @personalizationType = "behavior_based"

/* Build tracking URL with personalization metadata */
SET @baseURL = "https://example.com/product/123"
SET @trackingURL = CONCAT(@baseURL,
"?utm_source=email",
"&utm_medium=email",
"&utm_campaign=", @campaignID,
"&utm_content=", @contentVariant,
"&utm_term=", @personalizationType,
"&sk=", @subscriberKey)
]%%

<a href="%%=RedirectTo(@trackingURL)=%%">View Recommended Products</a>

/* Impression tracking pixel for personalized content view */
%%[
VAR @impressionURL
SET @encodedMetadata = Base64Encode(CONCAT(
"subscriberKey=", @subscriberKey,
"&personalizationType=", @personalizationType,
"&contentVariant=", @contentVariant,
"&timestamp=", SystemDateToLocalDate(Now())
))
SET @impressionURL = CONCAT("https://tracking.example.com/impression?data=", @encodedMetadata)
]%%

<img src="%%=RedirectTo(@impressionURL)=%%" width="1" height="1" alt="" style="display:none;" />

/* A/B testing implementation for personalization approaches */
%%[
VAR @testGroup, @testContent, @controlContent
SET @subscriberKey = _subscriberkey

/* Determine test group by last digit of subscriberKey */
SET @lastDigit = Substring(@subscriberKey, Length(@subscriberKey), 1)
SET @testGroup = "control" /* Default */

IF @lastDigit == "0" OR @lastDigit == "1" THEN
SET @testGroup = "basic_personalization"
ELSEIF @lastDigit == "2" OR @lastDigit == "3" THEN
SET @testGroup = "behavioral_personalization"
ELSEIF @lastDigit == "4" OR @lastDigit == "5" THEN
SET @testGroup = "predictive_personalization"
ELSEIF @lastDigit == "6" OR @lastDigit == "7" THEN
SET @testGroup = "contextual_personalization"
ELSEIF @lastDigit == "8" OR @lastDigit == "9" THEN
SET @testGroup = "multi_dimensional"
ENDIF

/* Record test group for analysis */
SET @logRows = InsertData("Personalization_Test_Groups",
"SubscriberKey", @subscriberKey,
"TestGroup", @testGroup,
"SendTime", Now(),
"EmailID", @emailID
)

/* Get appropriate content based on test group */
SET @testContent = ContentBlockByKey(CONCAT(@testGroup, "_content"))
]%%

<!-- Render the personalized test content -->
<div class="personalization-test" data-test-group="%%=v(@testGroup)=%%">
%%=TreatAsContent(@testContent)=%%
</div>

Personalization Measurement Approaches

  • Impression Tracking: Record when personalized content is displayed
  • Click Analysis: Measure engagement with personalized elements
  • Conversion Attribution: Connect personalization variants to business outcomes
  • A/B Testing: Compare different personalization approaches
  • Segment Performance Comparison: Analyze how personalization impacts different customer groups

Data Collection Architecture


/* Setting up personalization data collection */
%%[
VAR @subscriberKey, @personalizationType, @contentID, @trackingData
SET @subscriberKey = _subscriberkey
SET @personalizationType = "predictive_recommendations"
SET @contentID = "winter_collection_123"

/* Create tracking data package */
SET @trackingData = CONCAT('{',
'"subscriberKey":"', @subscriberKey, '",',
'"timestamp":"', Now(), '",',
'"messageID":"', jobid, '",',
'"personalizationType":"', @personalizationType, '",',
'"contentID":"', @contentID, '",',
'"personalizationFactors":{',
  '"customerLifecycle":"', AttributeValue("LifecycleStage"), '",',
  '"customerSegment":"', AttributeValue("Segment"), '",',
  '"loyaltyTier":"', AttributeValue("LoyaltyTier"), '",',
  '"preferredCategory":"', AttributeValue("PreferredCategory"), '"',
'}',
'}')

/* Encode for transmission */
SET @encodedData = Base64Encode(@trackingData)

/* Store in Data Extension for analysis */
SET @insertResult = InsertData(
"Personalization_Analytics",
"SubscriberKey", @subscriberKey,
"MessageID", jobid,
"PersonalizationType", @personalizationType,
"ContentID", @contentID,
"FullData", @encodedData,
"Timestamp", Now()
)
]%%

<!-- Content with tracking automatically embedded -->
<div class="personalized-content"
   data-tracking-id="%%=v(@contentID)=%%"
   data-personalization-type="%%=v(@personalizationType)=%%">
<!-- Personalized content here -->
</div>

Implementation Considerations

  • Balance tracking granularity with performance considerations
  • Design data collection systems before implementing personalization
  • Create consistent naming conventions for personalization variants
  • Set up proper control groups for valid comparisons
  • Implement tracking parameter standards across all personalized links

Personalization Strategy for Business Leaders​

Personalization ROI Framework

Technical

Enterprise Personalization Strategy

Successful enterprise personalization requires a comprehensive approach that aligns technology, data, content, and organizational capabilities in a staged implementation.

Organizational Readiness Assessment

Capability AreaFoundationIntermediateAdvanced
Data ArchitectureBasic customer profilesIntegrated behavioral dataUnified cross-channel data
Content StrategyLimited content variantsModular content systemDynamic content assembly
TechnologyBasic ESP capabilitiesIntegrated martech stackAI-powered decisioning
Team SkillsBasic AMPScript usageAdvanced personalizationFull stack optimization
MeasurementBasic trackingMulti-touch attributionPredictive analytics

Implementation Phases

  • Phase 1: Foundation (3-6 months)
    • Basic profile data integration and cleaning
    • Simple segmentation strategy implementation
    • Name and basic attribute personalization
    • Simple A/B testing framework
    • Baseline measurement establishment
  • Phase 2: Expansion (6-12 months)
    • Behavioral data integration
    • Creation of customer lifecycle journeys
    • Dynamic content implementation
    • Preference center development
    • Cross-channel personalization coordination
  • Phase 3: Optimization (12-18 months)
    • Predictive modeling implementation
    • Real-time personalization capabilities
    • AI-driven content selection
    • Sophisticated testing program
    • Continuous optimization framework

Common Challenges and Mitigation

  • Data Silos: Implement customer data platform to unify sources
  • Content Production Bottlenecks: Develop modular content system
  • Technical Complexity: Staged implementation with clear use cases
  • Skills Gap: Combination of training, hiring, and agency support
  • Proving ROI: Structured testing program with control groups

Strategic Implementation Roadmap

Non-Technical

Building a Business Case for Personalization

Developing a robust business case for personalization requires a structured approach to identifying, measuring, and communicating value across the organization.

Personalization ROI Components

  • Revenue Enhancement
    • Conversion Rate Improvement: 30-70% higher for personalized experiences
    • Average Order Value Increase: 10-20% higher when recommendations are personalized
    • Purchase Frequency: 15-25% increase in repeat purchase rate
    • Cross-Sell Efficiency: 3-5x higher acceptance of relevant offers
    • Customer Acquisition Cost: 15-30% reduction through targeted acquisition
  • Cost Optimization
    • Marketing Efficiency: 10-20% reduction in wasted impressions
    • Content Utilization: 40-60% improvement in content ROI
    • Campaign Production: 25-40% reduction in campaign creation time
    • Testing Efficiency: Faster optimization through targeted experimentation
    • Resource Allocation: Better focus of marketing resources on high-value segments
  • Customer Value Growth
    • Retention Improvement: 20-30% higher customer retention rates
    • Lifetime Value: 20-40% increase through extended customer relationships
    • Brand Advocacy: 25-45% higher likelihood of brand promotion
    • Price Sensitivity Reduction: 5-15% reduction in discount dependence
    • Relationship Deepening: Broader engagement across product portfolio

Implementation Investment Categories

  • Technology Investment: Platform costs, implementation, integration expenses
  • Data Infrastructure: Customer data integration, data quality improvement
  • Content Production: Creation of personalized content variants
  • Team Capability: Training, staffing for personalization execution
  • Testing Resources: Design, execution, and analysis of personalization experiments

ROI Timeline Expectations

  • Short-term (0-6 months): Subject line personalization, basic segmentation
  • Medium-term (6-12 months): Behavioral triggers, preference-based content
  • Long-term (12+ months): Predictive personalization, multi-dimensional approaches

Resources and Next Steps​

To deepen your AMPScript expertise, consider these resources and next steps:

  1. Explore Advanced Topics: Dive into our guides on SQL Query Activities and Integration Patterns to extend your SFMC capabilities.

  2. Put Skills Into Practice: Apply your AMPScript knowledge in our guides on Journey Builder and Automation Studio.

  3. Official Resources:

  4. Community Resources: