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Introducing Content Macros for Email Content

Posted on Monday, May 6th, 2013.

Please contact us for some pre-training if you are interested in using this feature.

Content Macros provide a flexible yet powerful way to customise an email messages content based on subscriber data.

For example lets say you need to send out a monthly newsletter to your medical subscribers. You have a grouped your subscribers into different medical types using a subscriber field named “Subscriber Type”. The options are: “Doctor”, “Chiropractor”, “Surgeon” and “General”.

For each subscriber type you would like to provide a customised introduction message within the newsletter. Instead of creating 4 different copies of the same newsletter each with a different introduction you can instead use Content Macros.

Content Macros will allow you to have one copy of the newsletter and include all 4 introductions. Each custom introduction is wrapped in a Content Macro that tells the system what introduction message to show based on the subscribers “Subscriber Type” field value.

So a subscriber who is a doctor will only see the doctors introduction message, a chiropractor will only see the chiropractors introduction message and so fourth.

The Content Macros are so flexible that you can also set a default introduction message for any subscriber who does not have a subscriber type set.

Here is an example of how you would layout your newsletter message using Content Macros.

Welcome to the July Medical Newsletter!

|*START:[%SubscriberType%]=Doctor*|

Introduction message for the Doctors.

|*END:[% SubscriberType%]=Doctor*|

|*START:[%SubscriberType%]=Chiropractor*|

Introduction message for the Chiropractors.

|*END:[%SubscriberType%]=Chiropractor*|

|*START:[%SubscriberType%]=Surgeon*|

Introduction message for the Surgeons.

|*END:[%SubscriberType%]=Surgeon*|

|*START:[%SubscriberType%]=[NULL]*|

Introduction text for everyone else!

|*END:[%SubscriberType%]=[NULL]*|

The rest of the newsletter follows on…

This looks complicated at first but if we break the syntax down you will see its not hard at all.

Each Content Marco has a START and an END line. This tells the system what content to show if the START line matches the subscribers data.

In our example the “Subscriber Type” subscriber field is being used to control what introduction message is shown to the subscriber.

So in the START line we have the subscriber field “[%SubscriberType%]” – then the system needs to know what option provided by the subscriber field is to match the subscribers data for example: “Surgeon”. The example below is a complete Content Macro that states “if the subscribers value for ‘Subscriber Type’ is ‘Surgeon’ then show this introduction message. The END line tells the system where the end of the custom message is.

|*START:[%SubscriberType%]=Surgeon*|

Introduction message for the Surgeons.

|*END:[%SubscriberType%]=Surgeon*|

The last Content Macro in our example captures any subscriber who does not have a value set for the Subscriber Type field using the “[NULL]” option.

|*START:[%SubscriberType%]=[NULL]*|

Introduction text for everyone else!

|*END:[%SubscriberType%]=[NULL]*|

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