By now, you’ve had an introduction to AMPscript in Salesforce Marketing Cloud (SFMC), and perhaps you’ve even tried your hand at writing some basic scripts for personalization. But the power of AMPscript goes far beyond its basic functions. To truly harness its capabilities, you need to understand not just how to use it, but how to use it effectively and efficiently.
Today, we’ll dive into AMPscript best practices and real-world use cases to help you elevate your SFMC game. Whether you’re a seasoned marketer or just starting out with AMPscript, the tips and examples provided here will give you a deeper understanding of how to optimize your scripts for performance, readability, and, most importantly, results.
As always, before we dive in, let’s revisit where we left off. In Day 72, we covered the basics of AMPscript, showing you how it can drive advanced personalization by pulling in real-time data. Today, we’ll build on that knowledge by focusing on how to get the most out of AMPscript through best practices and practical applications.
Why Best Practices Matter
Like any programming or scripting language, AMPscript is flexible and powerful—but with great power comes the need for careful use. A poorly written script can lead to performance issues, bugs, and confusing or broken customer experiences. On the other hand, a well-written script will not only perform efficiently but also enhance the overall user experience with fast, personalized, and relevant content.
By following best practices, you ensure that your AMPscript:
Performs optimally: Efficient scripts help reduce processing time, especially when dealing with large volumes of data.
Is easier to maintain: Clean, well-documented scripts are easier to update or troubleshoot in the future.
Reduces errors: Proper coding practices help you avoid common mistakes that can lead to bugs or failed emails.
Enhances readability: If someone else needs to review or edit your AMPscript, they can easily understand what it does.
Now, let’s explore some of the most important best practices to keep in mind when working with AMPscript.
Best Practices for Writing AMPscript
1. Use Variables Effectively
One of the most important aspects of AMPscript is its use of variables. Variables allow you to store and reuse data throughout your script, which is crucial for personalization. However, it’s important to use variables effectively and consistently to avoid confusion and reduce the risk of errors.
%%[
VAR @firstName, @loyaltyPoints
SET @firstName = Lookup(“CustomerData”, “FirstName”, “Email”, emailaddr)
SET @loyaltyPoints = Lookup(“LoyaltyData”, “Points”, “Email”, emailaddr)
]%%
Hello %%=v(@firstName)=%%, you currently have %%=v(@loyaltyPoints)=%% loyalty points!
In this example, the variables @firstName and @loyaltyPoints are clearly defined and used consistently. This makes the script easier to read and maintain.
Best Practice:
Use clear and descriptive variable names.
Always declare variables at the top of your script using the VAR statement.
Avoid using the same variable name for different purposes in the same script.
2. Optimize Lookups
Lookups are one of the most commonly used functions in AMPscript, as they allow you to retrieve data from Data Extensions. However, multiple or unnecessary lookups can slow down your script, especially in large-scale deployments.
Example: Instead of performing multiple lookups for the same piece of data, store it in a variable once and reuse it:
%%[
VAR @customerData, @firstName, @loyaltyPoints
SET @customerData = LookupRows(“CustomerData”, “Email”, emailaddr)
IF RowCount(@customerData) > 0 THEN
SET @firstName = Field(Row(@customerData, 1), “FirstName”)
SET @loyaltyPoints = Field(Row(@customerData, 1), “Points”)
ENDIF
]%%
In this script, we’re using LookupRows to retrieve all relevant data from the Data Extension in one go, rather than performing individual lookups for each field. This reduces processing time and improves performance.
Best Practice:
Minimize the number of lookups in your script by retrieving all necessary data at once.
Use LookupRows instead of multiple Lookup functions when you need to pull multiple fields from the same Data Extension.
Store the lookup results in variables and reuse them as needed.
3. Write Clear and Maintainable Code
One of the biggest challenges in writing AMPscript—or any code, for that matter—is making sure it’s easy to read and maintain. This is particularly important when working in teams or when someone else might need to modify your script in the future.
Example:
%%[
VAR @firstName, @points
SET @firstName = Lookup(“CustomerData”, “FirstName”, “Email”, emailaddr)
SET @points = Lookup(“LoyaltyData”, “Points”, “Email”, emailaddr)
]%%
Hello %%=v(@firstName)=%%, you have %%=v(@points)=%% points.
Here, we’ve used consistent formatting, indentation, and meaningful variable names to make the script easy to follow.
Best Practice:
Use consistent indentation to make the structure of your script clear.
Comment your code where necessary to explain why certain logic is used.
Avoid overly complex logic within a single script; break it down into smaller, manageable pieces if necessary.
4. Handle Errors Gracefully
AMPscript is often used to pull dynamic data into marketing messages, but what happens if that data isn’t available? You don’t want to send an email with broken content or missing information. That’s why it’s essential to handle errors gracefully and provide fallback options.
Example:
%%[
VAR @firstName
SET @firstName = Lookup(“CustomerData”, “FirstName”, “Email”, emailaddr)
IF EMPTY(@firstName) THEN
SET @firstName = “Valued Customer”
ENDIF
]%%
Hello %%=v(@firstName)=%%,
In this example, if the @firstName variable is empty (i.e., if the lookup fails), we provide a fallback value of “Valued Customer” to ensure the email doesn’t appear broken.
Best Practice:
Use IF EMPTY conditions to provide fallback values for missing or incomplete data.
Ensure that your AMPscript accounts for potential errors, such as failed lookups or empty variables.
Test your AMPscript thoroughly to catch any potential issues before deploying.
5. Use AMPscript Wisely
While AMPscript is powerful, not everything needs to be done with AMPscript. Use AMPscript for what it does best—dynamic content and personalization—but leverage other SFMC features like Content Builder, Dynamic Content Blocks, or Journey Builder for other types of functionality.
Best Practice:
Don’t overcomplicate your campaigns by using AMPscript for things that can be done more efficiently with built-in SFMC features.
Combine AMPscript with other tools and features for a more streamlined, effective campaign.
Real-Life Use Cases for AMPscript
Now that we’ve covered some essential best practices, let’s explore real-life use cases where AMPscript can shine in delivering personalization and driving engagement.
1. Personalized Welcome Emails
Personalized welcome emails are a great way to engage new customers from the start. Using AMPscript, you can pull in details such as the customer’s name, sign-up date, and the products or services they’ve shown interest in.
Example:
%%[
VAR @firstName, @signupDate, @preferredCategory
SET @firstName = Lookup(“CustomerData”, “FirstName”, “Email”, emailaddr)
SET @signupDate = FormatDate(Now(), “MMMM D, YYYY”)
SET @preferredCategory = Lookup(“Preferences”, “Category”, “Email”, emailaddr)
]%%
Welcome %%=v(@firstName)=%%, and thanks for signing up on %%=v(@signupDate)=%%!
Based on your preferences, here are some recommendations from our %%=v(@preferredCategory)=%% category.
This script dynamically inserts the customer’s first name, sign-up date, and preferred category into the email, making the message feel highly personalized.
2. Loyalty Program Updates
Loyalty programs are all about keeping customers engaged, and dynamic updates based on a customer’s points balance or tier status can encourage further engagement.
Example:
%%[
VAR @points, @tier
SET @points = Lookup(“LoyaltyData”, “Points”, “Email”, emailaddr)
SET @tier = CASE WHEN @points > 1000 THEN “Gold” WHEN @points > 500 THEN “Silver” ELSE “Bronze” END
]%%
Hello! You currently have %%=v(@points)=%% points and are in our %%=v(@tier)=%% tier. Keep earning points to reach the next level!
Here, AMPscript dynamically calculates the customer’s tier based on their points and inserts that information into the email.
3. Dynamic Product Recommendations
AMPscript can also be used to dynamically recommend products based on a customer’s browsing or purchase history. This creates a highly relevant experience for the recipient.
Example:
%%[
VAR @lastPurchase, @recommendedProduct
SET @lastPurchase = Lookup(“PurchaseHistory”, “ProductName”, “Email”, emailaddr)
SET @recommended
SET @recommendedProduct = Lookup(“ProductRecommendations”, “RecommendedProduct”, “LastPurchasedProduct”, @lastPurchase)
]%%
Thanks for purchasing %%=v(@lastPurchase)=%%! Based on your recent purchase, we think you’ll love %%=v(@recommendedProduct)=%%.
In this example, AMPscript pulls in the customer’s last purchase and uses that information to suggest a complementary product, creating a highly personalized and relevant experience. By doing this, you increase the likelihood of driving repeat purchases and keeping your audience engaged.
4. Event-Driven Campaigns
AMPscript can also be leveraged for event-based campaigns, such as reminders for an upcoming event or an appointment. This use case is common in industries like healthcare, where timely reminders are crucial for patient engagement.
Example:
%%[
VAR @appointmentDate, @appointmentTime, @doctorName
SET @appointmentDate = Lookup(“AppointmentData”, “Date”, “Email”, emailaddr)
SET @appointmentTime = Lookup(“AppointmentData”, “Time”, “Email”, emailaddr)
SET @doctorName = Lookup(“AppointmentData”, “Doctor”, “Email”, emailaddr)
]%%
Hi there! Just a reminder that you have an appointment with Dr. %%=v(@doctorName)=%% on %%=v(@appointmentDate)=%% at %%=v(@appointmentTime)=%%. We look forward to seeing you!
In this case, AMPscript pulls the appointment data dynamically, ensuring the customer gets personalized and timely reminders. This is particularly effective for improving attendance rates and reducing no-shows for scheduled events or appointments.
Advanced AMPscript Techniques
Once you’re comfortable with the basics of AMPscript and are adhering to best practices, it’s time to explore some advanced techniques. These methods allow you to unlock even more functionality and personalization within SFMC.
1. Conditional Content Blocks
One powerful feature of AMPscript is its ability to conditionally display content based on certain criteria. For instance, you may want to show different messages to customers based on their engagement level, geographic location, or purchase history.
Example:
%%[
VAR @country
SET @country = Lookup(“CustomerData”, “Country”, “Email”, emailaddr)
]%%
%%[ IF @country == “US” THEN ]%%
We have a special offer just for our U.S. customers!
%%[ ELSEIF @country == “UK” THEN ]%%
Check out these deals available exclusively in the U.K.!
%%[ ELSE ]%%
Here are some offers we think you’ll love, no matter where you are.
%%[ ENDIF ]%%
This script uses conditional logic to display different content depending on the customer’s country. Conditional content like this can significantly improve engagement by delivering highly relevant messages to different segments of your audience.
2. Dynamic URLs for Personalized CTAs
You can also use AMPscript to create dynamic URLs, making your calls-to-action (CTAs) more personalized. This technique is especially useful for e-commerce, where you might want to direct customers to a personalized landing page or product recommendation.
Example:
%%[
VAR @customerID, @dynamicURL
SET @customerID = Lookup(“CustomerData”, “CustomerID”, “Email”, emailaddr)
SET @dynamicURL = Concat(“https://www.example.com/recommendations?customerID=”, @customerID)
]%%
<a href=”%%=RedirectTo(@dynamicURL)=%%”>View Your Personalized Recommendations</a>
In this example, the URL is dynamically generated based on the customer’s ID, ensuring that they are directed to a personalized page with tailored recommendations.
3. Personalization Based on Engagement Metrics
Leveraging customer engagement data, such as opens and clicks, you can adjust your messaging based on the customer’s interaction with previous emails.
Example:
%%[
VAR @lastOpenDate
SET @lastOpenDate = Lookup(“EngagementData”, “LastOpenDate”, “Email”, emailaddr)
]%%
%%[ IF EMPTY(@lastOpenDate) THEN ]%%
It looks like you haven’t opened our emails in a while. Here’s what you’ve missed!
%%[ ELSE ]%%
Thanks for staying engaged! Check out what’s new.
%%[ ENDIF ]%%
This script tailors the message depending on whether the customer has been opening your emails or not, allowing for a more personalized and relevant follow-up.
Common Mistakes to Avoid
While AMPscript is a flexible tool, there are several common mistakes that marketers should be cautious about. Here are some pitfalls to avoid:
1. Overusing Lookups
As mentioned earlier, frequent lookups can slow down your email send times, especially if you’re sending to a large audience. Always optimize your lookups to retrieve all necessary data at once, rather than making multiple calls to the same Data Extension.
2. Ignoring Error Handling
Failing to account for missing data or errors can lead to broken or incomplete emails. Always include fallback values or error handling in your scripts to ensure that your emails still display correctly, even if some data is unavailable.
3. Not Testing Thoroughly
AMPscript errors can sometimes be tricky to spot, and they can lead to major issues if they go unnoticed. Always thoroughly test your AMPscript in different scenarios, using various test cases to ensure that everything works as expected.
4. Using AMPscript Where It’s Not Necessary
AMPscript is incredibly powerful, but sometimes you can achieve the same result using other SFMC features, such as Content Builder or Journey Builder. Use AMPscript where it makes sense, but don’t overcomplicate your email campaigns by relying on it for tasks that can be done more efficiently with other tools.
Conclusion
AMPscript is a robust tool that, when used effectively, can transform your Salesforce Marketing Cloud campaigns into dynamic, personalized experiences that drive customer engagement. By adhering to best practices—such as optimizing lookups, using variables effectively, writing maintainable code, and handling errors gracefully—you can ensure that your AMPscript is not only functional but also efficient and scalable.
From personalized welcome emails and loyalty program updates to dynamic product recommendations and event-driven campaigns, the real-world use cases for AMPscript are vast. Whether you’re crafting conditional content or building dynamic CTAs, the ability to personalize content at scale is invaluable in today’s marketing landscape.
As you continue your journey with Salesforce Marketing Cloud and AMPscript, remember that the key to success is continuous learning and improvement. AMPscript is just one of many tools at your disposal, and by integrating it with the broader features of SFMC—like Journey Builder, Automation Studio, and Einstein—you can create truly transformative marketing experiences.
For more on AMPscript and its advanced applications, don’t forget to check out Day 71: Dynamic Content vs. AMPscript for Personalization and Day 72: Introduction to AMPscript for Advanced Personalization. These articles will give you further insights into how AMPscript can enhance your personalization strategies.