Exploring Tag-Based AMPscript in Salesforce Marketing Cloud

Introduction to Tag-Based AMPscript Syntax

In Salesforce Marketing Cloud, AMPscript can also be utilized through a tag-based syntax using HTML script tags. This approach offers an alternative to the typical AMPscript block syntax and is particularly advantageous when developing with both Server-Side JavaScript (SSJS) and AMPscript. The tag-based syntax standardizes the process of interpreting these server-side scripting languages, making it an essential tool for advanced digital marketing strategies

Implementing Tag-Based AMPscript Syntax

To use the tag-based syntax, specific attributes — runat and language - must be included in the opening script tag. This ensures the code within the tags is interpreted as AMPscript. Here's the basic structure:

<script runat="server" language="ampscript">
    /* Write your AMPscript code here */
</script>

This format allows for the inclusion of AMPscript code directly within HTML content, enhancing readability and organization, especially in complex email templates or web pages.

Example 1: Basic Personalization

Consider a scenario where you want to personalize a greeting in an email. The tag-based syntax can make this straightforward:

<script runat="server" language="ampscript">
    var @name
    set @name = AttributeValue("FirstName")
</script>
<p>Hello, <strong>%%=v(@name)=%%</strong>!</p>