Modular Content in Salesforce Marketing Cloud

Modular content.

Do your customers launch similar campaigns in several countries simultaneously? Do they ask for a footer modification in a 14-email campaign? Are you tired of replicating content and multiplying your workload when changes are requested? Salesforce Marketing Cloud has the solution: modular content creation.

In today’s digital marketing world, companies employ distinctive elements that characterize their brand: logos, taglines and branding in general. In turn, campaigns often use common elements to create cohesion between the different emails that compose it, sharing their header images, footer, etc. all framed within similar layouts.

Linear development of multiple campaigns can be costly in terms of time and effort, but modular development allows multiple projects to run in parallel and changes to be implemented in bulk.

Starting from the beginning

To take full advantage on this system, the first step is to identify the common elements in our emails and then save them as separate code blocks within Content Builder.

Common elements. SFMC Layouts.

Insertion VS Indexation

Salesforce Marketing Cloud offers two ways to insert previously saved code blocks or layouts: inserting the content from the Content tab or indexing it using AMPscript.

When we insert content, SFMC creates a copy of the previously saved Content Builder block, therefore, the changes applied will not be reflected in the original block nor in the other mails or Cloudpages in which this block appears.

However, when we use indexing, SFMC creates a reference to the original block, and the changes we make to it are applied to all emails and CloudPages that reference that content.

Therefore, for the purpose that concerns us, we will use content indexing, since it is the method that enables the generation of modular content in Marketing Cloud.

Content indexing using AMPscript

The indexing of content in our emails is done through AMPscript. To do this, we can use the string %%=ContentBlockbyId(“xxxxxx”)=%%, which uses the 6-digit numeric identifier that SFMC sets by default, or reference the block using %%=ContentBlockByKey(“custom_name_header”)=%%, which allows us to set a custom key. This second method is more convenient because we can easily identify the indexed block by the name of our choice instead of the default random number of the Block ID.

Content ID. Customer Key.

We will use the convenient drag-and-drop system for creating emails in SFMC and we will add a code snippet inside our layout and insert the AMPscript mentioned above.

We will be able to see the final result in the Preview and Test screen, although it is always convenient to launch a test to check that our content renders properly in the different mail servers and screen sizes.

Render. Preview and Test.

Scalable Design

In addition, this system is compatible and combinable with other powerful Marketing Cloud tools, such as custom strings and dynamic content. For example, it is possible to include multiple blocks of modular content, which in turn contain custom strings, and use the dynamic content tool to render one or the other based on the conditions we set. In other words, a whole world of possibilities.

Modular design

In short, modular content allows us to develop scalable work processes: it shortens time by eliminating duplication of processes and significantly improves the efficiency of our work.

Want to learn more about this area? Visit these links:

Salesforce Marketing Cloud Mobile Studio

Mobile Studio

Looking to create a true multichannel experience for your customers? Then you can’t miss the implementation of Marketing Cloud’s Mobile Studio in your campaigns, the tool that establishes a direct, personal and customizable communication with your customers through their mobile devices.

What device is the most used by people in their daily lives so far this century? Indeed, smartphones, and it’s the best way to reach your customers!

Mobile Studio is a basic tool for any omnichannel campaign and consists of three modules: MobilePush, GroupConnect and MobileConnect, which will allow us to reach our customers via SMS, push notifications and instant messaging.

Mobile Studio

MobileConnect: SMS

Allows you to create and send dynamic SMS in real time from Marketing Cloud. We can send different types of messages:

  • Outbound: promotional campaigns targeted to a predefined audience. These messages can be part of a campaign created in Journey Builder, as well as being integrated in a real-time automation in Automation Studio or configured as automatic sendings.
  • Text response: allow the user to respond with predefined keywords. This opens a feedback channel with our customers.
  • Surveys: give us the possibility to receive the opinion of our customers regarding their preferences.
  • Mobile Opt-in: you can invite your customers to be part of a campaign.
  • Info capture: through these messages we can ask for specific answers to our customers through text messages such as a membership number or a coupon code.
  • Email Opt-in: similar to Mobile Opt-in but, in this case, we can send an automatic email to the people invited.

MobileConnect & Journey Builder

The integration of MobileConnect into Journey Builder is one of its strengths and offers many possibilities: more complex journeys that combine emailing with SMS.

This gives SMS many of the typical email functionalities, such as personalization through input attributes or click tracking. This means that we can include SMS in our journeys and implement interesting strategies such as SMS reengagement in case our potential customers do not open our email.

Mobile connect Journey Builder

MobilePush: Push notifications

This module offers the possibility of generating Push Notifications from applications developed in Android or iOS. We will be able to customize the notifications and segment the target audience. Just like MobileConnect, these messages can be integrated into campaigns launched with Journey Builder and Automation Studio.

Specifically, Mobile Push includes the possibility of using location as a trigger to launch automated messages through Geo-fence.


GroupConnect is used to send messages through messaging applications. At the moment, it is possible to do so via LINE and Facebook Messenger. It also allows you to manage contact subscriptions and review messaging activities.

In summary, the automation and customization possibilities of this tool, together with its compatibility with other SFMC applications such as Journey builder and Automation Studio, make Mobile Studio a clear reference in its field.