Personalization in Marketing Cloud

In this article, we will cover personalization tags in Marketing Cloud to make the content more dynamic instead of Static. Imagine you are in a busy airport and someone announces a name, there is a high possibility that you will listen to the announcement and react to it. Another example is search engines, Prospects/Suspects/Customers are served with personalized ads based on their search history instead of showing generic Ads. Similarly, there are high chances that customers react to personalized emails compared to static content.

Inside your email template put the client First Name/Last name using %%FirstName%% or %%LastName%%. Marketing cloud automatically substitutes/decodes the Firstname/Lastname of the customer that you are sending. In most of the scenarios, you will be sending it to your targeted audience using Data Extensions or lists. One of the biggest challenges while sending email is to srub the source data as they do not have consistent formats. Some of the records could be in Lowercase and some could be in Uppercase/mix of both upper and Lowercase. Marketing cloud provides the ability to format data in a consistent format by using either ProperCase or UpperCase or LowerCase.

Following Propercase tag can be used to generate desired result.
%%=Propercase(@FirstName)=%% 
%%=Propercase(@LastName)=%% 
%%=Propercase(@Name)=%% 

Ex: If the source data Contains WARREN BUFFET and if we want to send it as Warren Buffet then use Proper case function as shown above.

Following UpperCase tag can be used to generate desired result.
%%=UPPERCASE(@FirstName)=%% 
%%= UPPERCASE(@LastName)=%% 
%%= UPPERCASE(@Name)=%% 

Ex: If the source data Contains WaRren Buffet and if we want to send it as WARREN BUFFET then use upper case function as shown above.

Following LowerCase tag can be used to generate desired result.
%%=LOWERCASE(@FirstName)=%% 
%%= LOWERCASE(@LastName)=%% 
%%= LOWERCASE(@Name)=%% 

Ex: If the source data Contains WaRren Buffet and if we want to send it as warren buffet then use lower case function as shown above.

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