Salesforce Marketing Cloud AMPscript Basics

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Salesforce Marketing Cloud AMPscript Basics: Variables, SET, and Printing Values

If you're starting with AMPscript in Salesforce Marketing Cloud (SFMC), the first concepts you need to understand are Variables, SET Statements, and Printing Values. These building blocks help you personalize email content using subscriber data.

1. What is a Variable in AMPscript?

A variable is used to store data temporarily while your email is being processed. In AMPscript, variables always start with the @ symbol.

Syntax

VAR @FirstName

Use Case

Suppose you want to store a subscriber's first name and use it later in the email.

2. Using SET to Assign Values

The SET statement assigns a value to a variable. The value can come from a Data Extension, system function, or static text.

Syntax

SET @FirstName = "Raj"

Complete Example



%%[
VAR @FirstName
SET @FirstName = "Raj"
]%%

Use Case

Store a customer's name in a variable so it can be reused multiple times within the email.

3. Printing a Variable Value

Once a value is stored in a variable, use the v() function to display it.

Syntax

%%=v(@FirstName)=%%

Complete Example



%%[
VAR @FirstName
SET @FirstName = "Raj"
]%%

Hello %%=v(@FirstName)=%%,

Resulting Outcome



Hello Raj,

4. Getting Values from a Data Extension

Most of the time, values are pulled directly from subscriber data instead of being hardcoded.

Code

%%[
VAR @FirstName
SET @FirstName = AttributeValue("FirstName")
]%%

Hello %%=v(@FirstName)=%%,

Use Case



Retrieve the subscriber's FirstName from a Data Extension and display it dynamically.

Resulting Outcome




FirstNameOutput
RajHello Raj
AmitHello Amit
BlankHello

5. Multiple Variables Example

Code

%%[
VAR @FirstName,@Country

SET @FirstName = AttributeValue("FirstName")
SET @Country = AttributeValue("Country")
]%%

Name: %%=v(@FirstName)=%% <br>
Country: %%=v(@Country)=%%

Resulting Outcome



Name: Rohan
Country: India

Complete  Example

Code

%%[
VAR @FirstName,@Status

SET @FirstName = AttributeValue("FirstName")
SET @Status = AttributeValue("Status")
]%%

Hello %%=v(@FirstName)=%%,

Your account status is:
%%=v(@Status)=%%

Resulting Outcome



Hello Rohan,

Your account status is:
Active

Conclusion

Before learning IF statements, loops, or Data Extension lookups, it's important to understand these three AMPscript fundamentals:

  • VAR → Creates a variable.

  • SET → Assigns a value to a variable.

  • v() → Prints the variable value on the email.

These concepts form the foundation of AMPscript personalization and are used in almost every SFMC email template.

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