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Personalize Content with Merge Fields in Marketing Cloud Next
Use merge fields to personalize your marketing content with customer data. For example, personalize an email with your customer's name or customize a landing page with products you know they're interested in.
Required Editions
| Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Next Growth or Advanced Edition |
Add a Merge Field
Before adding merge fields, review and set up the data sources for your content item. The data sources that you add to your content determine which data is available to use in merge fields.
-
You can use merge fields in the subject line and preheader of an email, or in the
text of your content.
- For the subject or preheader in an email, click Add Merge Field.
- When editing content, in the editing toolbar of a text-based component, click
the Add Merge Field icon
.
- Select the data source type, and then select the attribute you want to insert.
- If you select data graph attributes, select or create an expression to filter and sort data as needed.
Example: Using Data Graph Data in a Merge Field
When you use merge fields that refer to a data graph, you can personalize messages with timely and accurate data about your customers from across related data objects. For example, use data from a contact record and attributes from a related object, like a service case.
First, make sure that a data graph based on the unified individual object is available as a data source. When inserting a merge field, create an expression to find a data attribute in associated data objects. In the expression, define criteria across objects to find the right attribute and narrow results.
To help maintain consistency across your marketing content and reduce message design time, you can create and save an expression in your marketing workspace. Then, select the expression in a future message to reuse filter and sort criteria, including the references to data objects.
Marketer Erin wants to share recent opportunities with partners in an email. By using a merge field that's related to both an account and an opportunity, Erin can insert the latest opportunity for a specific account. In the expression, Erin filters accounts by lead type and then sorts the related opportunities in descending date order to get the most recent opportunity. Erin saves the expression to reuse it in next month's email to partners.
See Also
- Set Up Personalization Features in Marketing Cloud
- Video: Marketing Cloud: Cross-Object Merge Fields
- Create an Expression for a Personalized Merge Field in Marketing Cloud Next
- Create an Email in Marketing Cloud Next
- Create and Manage an SMS or MMS Message
- Add Required Consent Details to Promotional Emails
