AMPscript
AMPscript is Salesforce Marketing Cloud's scripting language for personalizing each email with data from your subscriber records. It runs at send time so every person gets content that matches their details and behavior.
AMPscript is the scripting language inside Salesforce Marketing Cloud that helps you customize emails for each person. It pulls in details like first name, location, or recent orders right into the message. You write simple code in the template and the platform swaps in the right data for every subscriber.
This matters when you want one email template to serve many segments. Instead of building separate campaigns, you can use AMPscript to change copy, images, and offers based on who is receiving the email. It cuts down on manual work and makes your messages feel more personal. Done well, this usually leads to higher opens and clicks.
A simple starting point is a fallback for first names. Use AMPscript to say Hi %%FirstName%% but show Hi there when the name is missing. From there, you can add rules for product recommendations or renewal reminders that rely on fields you already store. Keep each step small so it is easy to test and debug.
Related Terms
Send Time Optimization(STO)
A feature that chooses the best time to send each email based on when a person usually opens and clicks your messages.
Learn more →Subscriber(Recipient)
A subscriber is someone who gave you clear permission to receive your emails. They chose to join your list and expect useful, relevant messages from you.
Learn more →Time Zone Optimization(Time Zone Targeting)
Time zone optimization is automatic scheduling that sends each email at a normal hour in the subscriber's own time zone so messages land when they are most likely to check their inbox. It uses location or time zone data to stagger the send across regions.
Learn more →Dynamic Content(Live Content)
Dynamic content is email content that updates based on who is viewing it or when they open it. It can pull in data like products, offers, or status in real time so one email feels tailored to each person.
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