1-to-1 Personalization with ESP Variables

ESP variables enable you to use data you already have and use in the context of your ESP, within a dynamic content variation of Experience Email, to serve even more personalized and on-target content. For example, you can present your user with a voucher or tell them their updated loyalty score within the dynamic content.

How it works

Any dynamic content template can include ESP variables. You can define them in the template or create them within the variation, and then assign them a value when you create the variation, so that you can preview the resulting content. Set a fallback image in case the variable doesn't render, and finally, copy the code snippet that's produced, and which includes the variable 

Step 1: Configure the ESP variables in the template.

When configuring your template, add the variable – as it appears in your ESP – into the code, and define it as an ESP variable. In this example, the variable ${Name} is the ESP variable:

Step 2: Create a variation with the ESP variables.

When you create a variation within a campaign, the variable defined in the template is already populated. You can also edit your ESP variables here. In the Preview Value field, enter a value to use for the variation preview. This value is not used within the campaign, which appears differently and is personalized for every user:

Step 3: Add a fallback image.

This image is displayed if for any reason the ESP variable cannot be rendered:

Step 4: Take the code snippet and copy it into your ESP

How the variable is rendered

When you define an ESP variable, with add it as a new parameter in the code. For example, this is what an FNAME (first name) variable looks like in the code:

src="https://email-open-2.dynamicyield.com/v1/email/dc/image
/8769401/640451/640450?utm_source=dynamic%20yield&utm_medium
=email&utm_campaign=[CAMPAIGN NAME]&cuid=*|EMAIL|*&cuid_type
=email&locale=default&version=*|CAMPAIGN_UID|*&tag_ids=640450
&espV_Name=*|FNAME|*"

When the email goes out, your ESP replaces the variable with the appropriate value. In this example, the FNAME variable could be replaced with Jo, Chris, or Robin. 

The values are then sent to Dynamic Yield, and we render the image with the given value.

ESP value requirements and limitations

• You can add up to 5 ESP variables in a variation.
• The variable name must be unique. If any other variables share the same name, only the first one is used.
• Parameter values are limited to 255 characters. Exceeding the limit might result in serving the fallback.
• Parameter values can not contain special characters.
• During the Early Access period, up to 5% of emails might be rendered with the fallback image you defined (see Step 3).