User data variables enable you to use data from your user data feed 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 user data 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. You can also set a fallback image in case the variable doesn't render.
Step 1: Configure the variables in the template
When configuring your template, select the relevant feed column containing the data. In this example, we selected the coupon code column:
Step 2: Create a variation with the variables
When you create a variation within a campaign, the variable defined in the template is already populated. You can also edit the column here. In the Preview Value field, enter a value 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 user data variable cannot be rendered:
Step 4: Take the code snippet and copy it into your ESP