Content Creation and Delivery24% of the exam
Personalization strings and AMPscript lookups and conditionals
Read and fix the personalization a specialist meets: personalization strings and their defaults, footer and profile center strings, AMPscript variables with AttributeValue, Empty, Iif and IF/ELSEIF, Lookup argument order and first-match behavior, RedirectTo for tracked links, and when SSJS is the wrong tool.
Given a customer scenario, create and customize an email message to meet customers' needs.
~6 min read · 7 practice questions ·
What the exam expects
- Insert personalization strings correctly, including footer address and profile center strings in custom HTML, and give every attribute a default.
- Read AMPscript that sets variables with AttributeValue, Empty and Iif, and predict which IF, ELSEIF or ELSE branch a subscriber sees.
- Fix a Lookup call by its argument order, and explain why duplicate rows return an unexpected value.
- Keep click tracking on links built from data with RedirectTo.
- Explain why a sending data extension column can override a profile attribute, and when SSJS rather than AMPscript belongs in an email.
- Key terms: personalization string (a
%%attribute%%merge field); AMPscript block (%%[ ... ]%%code that sets variables); inline expression (%%=v(@var)=%%output); Lookup (returns one column's value from a data extension row); RedirectTo (builds a tracked link from data).
Key facts
Unpopulated personalization string
- Detail
- Appears blank; define a default value
Footer address strings
- Detail
- member_busname, member_addr, city, state, postalcode, country
Profile center link
- Detail
%%profile_center_url%%; default in standard template footers
AttributeValue with no data
- Detail
- Returns null
Iif result
- Detail
- First value if true, second if false
If statement
- Detail
- Must end with EndIf
Lookup argument order
- Detail
- Data extension, return column, search column, search value
Lookup with several matches
- Detail
- Returns the first matching value
RedirectTo tracking
- Detail
- Anchor tag in the email body, function in href
Same-name data extension column
- Detail
- Overrides the profile attribute
Sources for this section (7)
- Personalization Stringshelp.salesforce.com (opens in a new tab)
- Personalization Strings in Email Studiohelp.salesforce.com (opens in a new tab)
- AttributeValue()developer.salesforce.com (opens in a new tab)
- Lesson 2developer.salesforce.com (opens in a new tab)
- Lookup()developer.salesforce.com (opens in a new tab)
- RedirectTo()developer.salesforce.com (opens in a new tab)
- Dynamic Contenthelp.salesforce.com (opens in a new tab)
- Why does a personalization string need a default value?
- When would LookupOrderedRows be chosen over Lookup?
- Which personalization string shows the email as a web page?
- Why should Core library SSJS stay out of email messages?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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