# Merge fields, variations, repeaters and Handlebars

*Marketing Cloud Next Consultant Study Guide · Campaign Design, Flow Orchestration & Content · Last updated November 6, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant/campaign-design-flow-orchestration-and-content/merge-fields-variations-repeaters-and-handlebars*

How to pick the right personalization method for a message: merge fields and expressions, content variations and linked personalization points, repeaters, and when code view with Handlebars or AMPscript is worth its cost.

- Certification: Salesforce Marketing Cloud Next Consultant
- Exam section: Campaign Design, Flow Orchestration & Content
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-next-consultant

**Official exam objective:**

> Given a scenario, identify personalization methods using Handlebars, AMPscript, merge fields, repeaters, and content variations to personalize channel content with customer data.

## What the exam expects

- Choose among merge fields, variations, repeaters and code from what the content must do and who maintains it.
- Set variation rules, priorities and defaults, including on subject lines and preheaders.
- Decide when components should share one personalization point instead of having separate ones.
- Advise on repeater and saved expression considerations.
- Explain what Convert to Code costs, and recognize what common Handlebars helpers do.
- Explain how AMPscript fits into Marketing Cloud Next. Writing it is out of scope: the exam guide doesn't expect raw programmatic AMPscript.

**Key terms.** *Merge field*: a placeholder filled with a recipient's data. *Expression*: saved filter and sort criteria for a merge field. *Variation*: alternative content shown under a targeting rule. *Personalization point*: the object that holds a component's variations and rules. *Repeater*: a component that shows a series of items from a data source. *Helper*: a built-in Handlebars function.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Variations per component | Up to 15 | [Variations](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_create_variations.htm&type=5&language=en_US) |
| Personalization points per content item | Limit of 25 | [Linked points](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_ppoint_reuse.htm&type=5&language=en_US) |
| Default variation | Priority can't change; shown when no personalized variation applies | [Variations](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_create_variations.htm&type=5&language=en_US) |
| Subject line and preheader | Support merge fields and variations | [Merge fields](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_merge_fields.htm&type=5&language=en_US), [Variations](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_create_variations.htm&type=5&language=en_US) |
| Clone or link | Only when the component has no variations | [Variations](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_create_variations.htm&type=5&language=en_US), [Link components](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_ppoint_link.htm&type=5&language=en_US) |
| Repeater items | No limit, though email size grows | [Repeater](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_repeater.htm&type=5&language=en_US) |
| Expression prerequisite | A data graph must be set up | [Create an expression](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_expression_create.htm&type=5&language=en_US) |
| Expression channels | Email, SMS and WhatsApp | [Create an expression](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_expression_create.htm&type=5&language=en_US) |
| Convert to Code | Removes dynamic content and can't be undone | [Code view](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_email_html_create.htm&type=5&language=en_US) |
| Parent dictionary inside `each` | `lookup` takes the parent object (`../dictionary`) first and current key (`this`) second | [lookup](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-objects-references/mcn-handlebars-reference-objects-lookup.html) |
| SMS and WhatsApp merge fields | Use the default data graph configured in Setup | [Merge fields](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_merge_fields.htm&type=5&language=en_US) |

## Check yourself

- When is a component not eligible to link to an existing point?
- Why preview and test an email containing AMPscript or Handlebars before publishing?
- What happens to the other components when one is unlinked?

## Sources

- [Content Personalization in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization.htm&type=5&language=en_US)
- [Personalize Content with Merge Fields in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_merge_fields.htm&type=5&language=en_US)
- [Create an Expression for a Personalized Merge Field](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_expression_create.htm&type=5&language=en_US)
- [Create and Manage Variations in Marketing Content](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_create_variations.htm&type=5&language=en_US)
- [Linked Personalization Points in Dynamic Content](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_ppoint_reuse.htm&type=5&language=en_US)
- [Link Components to an Existing Personalization Point](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_ppoint_link.htm&type=5&language=en_US)
- [Add a Repeater to a Marketing Email](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_personalization_repeater.htm&type=5&language=en_US)
- [Create an Email in Code View in Marketing Cloud Next](https://help.salesforce.com/s/articleView?id=mktg.mktg_content_email_html_create.htm&type=5&language=en_US)
- [Handlebars for Marketing Cloud Next](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/guide/mcn-handlebars-guide-overview.html)
- [Index of Handlebars Functions](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-references/mcn-handlebars-reference-index.html)
- [Expand Email Personalization with Marketing Objects and AMPscript (Summer '26)](https://help.salesforce.com/s/articleView?id=release-notes.rn_mktg_data.htm&type=5&language=en_US&release=262)
- [AMPscript Function Reference](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-references/mc-ampscript-references.html)
- [Use Marketing Object Data in Messages](https://help.salesforce.com/s/articleView?id=mktg.mktg_data_objects_use.htm&type=5&language=en_US)
- [Handlebars helper: lookup](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-objects-references/mcn-handlebars-reference-objects-lookup.html)
- [Handlebars helper: each](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-objects-references/mcn-handlebars-reference-objects-each.html)
- [Handlebars helper: fallback](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-utility-references/mcn-handlebars-reference-utility-fallback.html)
- [Handlebars helper: if](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-comparison-references/mcn-handlebars-reference-comparison-if.html)
- [Handlebars helper: queryFirst](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-data-references/mcn-handlebars-reference-data-queryfirst.html)
- [Handlebars helper: getContentBlock](https://developer.salesforce.com/docs/marketing/handlebars-for-marketing-cloud-next/references/mcn-handlebars-content-references/mcn-handlebars-reference-content-getcontentblock.html)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 15 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Next Consultant pack (USD $19): https://www.certifyforce.com/practice-exams