Introduction
In the ever-evolving world of email marketing, precision targeting is essential. One powerful tool to ensure your emails reach the right audience is Marketing Cloud Exclusion Scripts. These scripts help you exclude specific groups from your email sends, ensuring your messages are more relevant and effective. This blog will guide you through the benefits of using exclusion scripts and how to implement them in Marketing Cloud.
Why Use Exclusion Scripts?
1.Enhanced Targeting: By excluding certain groups, you can focus your efforts on the most relevant recipients, increasing engagement rates.
2.Improved Deliverability: Reducing the number of unengaged recipients can lower your bounce rates and improve your sender reputation.
3.Personalization: Tailor your messages to specific segments by excluding those who may find the content irrelevant.
4.Compliance: Ensure you comply with regulations by excluding unsubscribed users or those who have opted out of certain communications.
How to Implement Exclusion Scripts in Marketing Cloud
Step 1: Define Your Exclusion Criteria
Before you create your exclusion script, determine who you want to exclude. Common criteria include:
- Unsubscribed users
- Inactive users
- Users who have already received a similar message
- Users who do not meet certain demographic or behavioral criteria
Step 2: Create the Exclusion Script
Marketing Cloud uses AMPscript for scripting within emails. Here’s a basic example of an exclusion script:
ampscript code –
%%[
SET @subscriberKey = _subscriberkey
SET @exclude=Lookup(“ExclusionList”,”SubscriberKey”, “SubscriberKey”@subscriberKey)
IF NOT EMPTY(@exclude) THEN
/* Exclude this subscriber from receiving the email */
RaiseError(‘Subscriber is on the exclusion list’, false)
ENDIF
]%%
In this script:
- @subscriberKey retrieves the subscriber’s key.
- @exclude checks if the subscriber is in the exclusion list using the Lookup function.
- If the subscriber is found in the exclusion list, RaiseError prevents the email from being sent to them.
Step 3: Test Your Script
Before rolling out your exclusion script, it’s crucial to test it thoroughly. Send test emails to ensure the script correctly excludes the intended recipients without impacting those who should receive the email.
Step 4: Deploy and Monitor
Once tested, implement your exclusion script in your email campaigns. Continuously monitor the performance of your emails to ensure the script functions as expected and makes adjustments as necessary.
Using Exclusion Scripts in Email Configuration
Exclusion scripts are a versatile tool in Marketing Cloud, allowing for precise targeting across various components. Here’s how you can implement exclusion scripts in different areas of Marketing Cloud:
1. Content Builder
Content Builder is where you create and manage your email content. To use exclusion scripts here:
i. Open Your Email:
In Content Builder, open the email template you wish to use.
ii. Insert the AMPscript:
Add the exclusion script within the HTML content of your email. Typically, this script should be placed at the top of the email to ensure it runs before any other content is processed.
iii. Save and Test:
Save your email and use the preview and test functionality to ensure the script works correctly.
2. Journey Builder
Journey Builder allows you to create automated, multi-step customer journeys. To incorporate exclusion scripts:
i. Create or Open a Journey:
Navigate to Journey Builder and create a new journey or open an existing one.
ii. Add an Email Activity:
Drag an Email Activity onto the canvas and configure the email you want to send.
iii. Configure the Email with AMPscript:
Inside the email content, use the same AMPscript for exclusion as mentioned above. Ensure this script is placed appropriately to exclude subscribers at the beginning of the email processing.
iv. Validate and Activate:
Validate your journey to check for any issues and then activate it.
3. Triggered Sends
Triggered Sends are used for transactional emails that are sent in response to user actions. To use exclusion scripts here:
i. Create a Triggered Send Definition:
In Email Studio, navigate to Interactions > Triggered Sends and create a new Triggered Send Definition.
ii. Insert the AMPscript:
Within the email content associated with the Triggered Send, include the exclusion script.
iii. Activate the Triggered Send:
After configuring your email and script, activate the Triggered Send.
4. Automation Studio
Automation Studio helps automate various marketing tasks, including sending emails based on data changes or schedules. To use exclusion scripts in Automation Studio:
i. Create an Automation:
In Automation Studio, create a new automation.
ii. Add an Email Send Activity:
Drag an Email Send Activity into your automation workflow.
iii. Configure the Email:
Within the email content, add the exclusion script.
iv. Schedule and Run:
Schedule the automation and run it. Ensure to monitor the automation for any errors or issues related to the exclusion script.
Summary
Using exclusion scripts across Content Builder, Journey Builder, Triggered Sends, and Automation Studio allows for targeted and effective email campaigns. By strategically excluding certain recipients, you can enhance engagement and maintain compliance with user preferences. Start implementing these strategies today to see improved results in your email marketing efforts.