AMPscript
AMPscript is a proprietary scripting language developed by Salesforce for creating dynamic, personalized content in Marketing Cloud (formerly ExactTarget). It is primarily used within email marketing campaigns, landing pages, and SMS messages to insert data-driven content, perform conditional logic, and manipulate data from Salesforce CRM or other data extensions. The language is server-side processed and embedded directly within HTML content to generate personalized output at send time.
Developers should learn AMPscript when working with Salesforce Marketing Cloud to build advanced, data-driven marketing automations that require personalization beyond basic merge fields. It is essential for use cases like dynamic content insertion based on subscriber attributes, conditional logic for A/B testing, and integrating real-time data from Salesforce objects or external APIs into marketing communications. Mastery of AMPscript enables the creation of highly targeted and responsive email campaigns that improve engagement and conversion rates.