Deciding how to compose the email content

Emails are composed by using content from either WebSphere Commerce, IBM Marketing Cloud Transact XML, or a combination of the two sources. Deciding how to compose the email content typically depends on the complexity of the email that is being sent.

Before beginning

Regardless of the option we select, ensure that the following conditions are met:

• The name-value pairs used for personalization that the business user enters in a template exist. If a new value is required, an IT Administrator must update the WebSphere Commerce email JSP to create the new personalization name-value pair.

• The e-Marketing Spot names that the business user enters in a template exist in the JSP. If a new e-Marketing Spot is required, it must be created in the Marketing tool before it can be used. If a new JSP is required, an IT Administrator must create the email JSP, register the JSP in Struts, and set up the message type in the Administration Console.

• To use the IBM Marketing Cloud Transact XML Click To View feature to display the email as HTML in a web browser, each personalization name-value pair must be stored in the IBM Marketing Cloud Transact XML database. This step is described in a proceeding task.

• The campaign ID for the transactional email is made note of throughout the proceeding tasks, and shared between the business user and IT Administrator.

Procedure

Select an option to compose the email body content that best suits your business needs.

• Option 1 : The WebSphere Commerce JSP composes the entire HTML and passes the HTML in one %%BODY%% personalization name-value pair. Then, the business user enters only %%BODY%% in the IBM Marketing Cloud Transact XML email template.

  This option is suitable when the email HTML composition is complex, such as an order summary email that contains a variable number of order items. Or, if you have an existing email JSP and want to reuse the same content, but deliver it with IBM Marketing Cloud Transact XML instead of an SMTP server.

  This option is ideal if the email is to be translated into many languages. In this scenario, WebSphere Commerce contains one JSP that uses a translation message bundle based on the user's session or preferred language, and IBM Marketing Cloud Transact XML contains one campaign ID and one email template. In contrast, if the email text is composed in IBM Marketing Cloud Transact XML, each language would require a separate email template and corresponding campaign ID.

• Option 2 : The WebSphere Commerce JSP creates personalization name-value pairs. Then, the business user enters the variables, such as %%USER_NAME%%, in the Silverpop email template.

  This option is suitable when the email HTML composition is simple, such as an account activation, password reset, or wish list notification.

  This option is also suitable when the business user wants complete control over the email content.

Similarly, select how the email subject is composed.

The following options can be used to compose the email subject. Either in IBM Marketing Cloud Transact XML, or in WebSphere Commerce. For both options, the subject is entered in the IBM Marketing Cloud Transact XML email template's Subject Line tab. For more information about setting the subject line in the IBM Marketing Cloud Transact XML email template, see Creating transactional email templates in IBM Marketing Cloud Transact XML.

• To create the subject text in IBM Marketing Cloud Transact XML, enter the subject text in the IBM Marketing Cloud Transact XML email template, including any personalized tags. For example, %%STORE_NAME%% has some great offers for you.

• To create the subject text in WebSphere Commerce, enter %%SUBJECT%% as the subject text in the IBM Marketing Cloud Transact XML email template.

  The WebSphere Commerce messaging system uses the PROFNVSTRG table and SilverpopPersonalizationXml.jspf file to set the SUBJECT personalization name-value pair. In the SilverpopPersonalizationXml.jspf file, the [emailSubject] tag is replaced with the subject determined by the WebSphere Commerce messaging system:

  <PERSONALIZATION>
     <TAG_NAME>SUBJECT</TAG_NAME>
     <VALUE><![CDATA[[emailSubject]]]></VALUE>
  </PERSONALIZATION>

Next topic: Creating transactional email templates in IBM Marketing Cloud Transact XML