Email In-Body CTA Optimisation

Required

You must have already created a Jacquard Trigger Experiment. The experiment should be set to optimise to clicks and activated in Jacquard via the experiment’s Launch tab.

In Salesforce Marketing Cloud, find the code snippet related to the experiment you have created. It will be located in a Content Builder named after your Jacquard experiment. You’ll find it within another folder called PhraseeData.

With your code snippet in hand, follow the steps below to prepare your CTA for Jacquard experimentation.

1. Record your code snippet ID for later

Click into your code snippet in Content Builder. Take note of the code snippet’s ID, which you will find in the Details panel of the code snippet.

2. Edit your code snippet

You’ll now make a few changes to the code snippet. Click Edit in the upper-right corner.

2a. Rename the variables indicated below with a red highlight

They’ll need a unique name different from any other variable in your email.

You should create this new name simply by appending something short and unique to the beginning of the variable. Ideally, this should be something that relates to your CTA experiment, such as BookNow for a lodging CTA experiment.

In our example below, we’ve appended YYYY to the beginning of the variables. Every place requiring this change is highlighted in red.

2b. Delete the img tag from the code snippet

Delete the following line from the code completely: <img src="%%=v(@statisticsUrl)=%%" width="1" height="1">

We’ve indicated the line’s location in the example below with a grey highlight.

2c. Replace the img tag with the AMPscript variable for your variant text

In place of the img tag, add the variable:

 %%=v(@YYYYphraseeVariantText)=%%

Remember, YYYY is only a placeholder. You’ll need to replace it with the unique characters you chose for your variable.

3. Invoke the code snippet in the body of your email

To invoke the code snippet you just edited in the body of your email, simply replace your normal CTA text with the following AMPscript:

%%=ContentBlockById('ID')=%%

We’ve included ID as a placeholder. You’ll need to replace that with the code snippet’s ID you recorded earlier, ensuring you leave the apostrophes intact. When replaced correctly, your AMPscript should look something like this:

%%=ContentBlockById('128117')=%%

In the screenshots below, you can see what a CTA in an email might look like before and after the AMPscript replaces the CTA text.

4. Test your CTA

Now, preview the email. If everything was done correctly, you should see your Jacquard variants populate the CTA text as in the example below. Toggle through a few different users using the arrows in the Subscriber Preview and Attributes panel to ensure your CTA changes periodically.