Using Liquid for Dynamic Content in Braze Emails

Understanding the role of personalization has become imperative for marketers striving to be relevant and impactful. Consequently, software providers are constantly innovating their tools to simplify the integration of personalization. So, the real question isn’t whether personalization is part of your strategy—it most certainly should be. Instead, consider whether you, as a service provider, possess the robust software skills to execute those personalized experiences effectively.

Your software literacy makes all the difference. At Email Uplers, our expertise spans over 50+ ESPs, including Braze. This knowledge enables us to fulfill diverse, ESP-specific project needs to perfection. In this comprehensive guide, we’ll walk you through how to use Liquid for dynamic content in Braze emails, a powerful tool for personalization.

What is Liquid for Braze Emails?

Liquid is a flexible programming language developed by Shopify, and it plays a crucial role in creating dynamic content based on user data. Its open-source nature makes it accessible to anyone, providing an excellent tool for marketers looking to tailor communications effectively.

Key Highlights:

• Origins: Developed by Shopify and widely adopted by platforms like Braze
• Usage: Drives dynamic content in emails, notifications, and more
• Accessibility: Easy to learn for marketers with basic coding knowledge

Components of Liquid for Dynamic Content

Liquid consists of three main components—variables, tags, and filters. Each element has a unique function in creating dynamic content within Braze emails.

1. Variables

• Definition: Variables store data or values.
• Syntax: {{ variable_name }}
• Functionality: Displays dynamic content like customer names and order details.
• Example: {{ first_name }} dynamically renders the recipient’s first name.
• Use Case: Personalize a greeting: Hello, {{ first_name }}!

2. Tags

• Definition: Tags control the flow and structure of the template.
• Syntax: {% tag %}
• Functionality: Manages logic, loops, and conditions.
• Example: {% if customer.is_vip %} initiates a conditional block.
• Use Case: Display special offers for VIP customers: {% if customer.is_vip %} Exclusive offer just for you! {% endif %}

3. Filters

• Definition: Filters modify the output of a variable.
• Syntax: {{ variable | filter }}
• Functionality: Formats and manipulates data.
• Example: {{ product.price | currency }} displays the price as currency.
• Use Case: Format the product price: {{ product.price | currency }}

Objects in Liquid for Braze Emails

Objects in Braze represent specific data points like a user’s name or email address.

• Example: {{ first_name }} inserts the user’s first name.
• Use Case: Insert a confirmation message: Your email address is {{ email_address }}.

Utilizing Filters in Liquid

Filters help refine content within objects, enhancing user engagement:

• {{ first_name | capitalize }}: Capitalizes the first letter of the name.
• {{ first_name | default: 'not here right now' }}: Uses a fallback text if the name is absent.
• Use Case: Always capitalize the first name: Hello, {{ first_name | capitalize }}!

Tags in Liquid facilitate conditional logic, enhancing customization:

• {% if first_name %}{{ first_name | capitalize }}{% endif %}: Capitalizes the name if it exists.
• {% if first_name == 'Peter' %}Here’s your update{% else %}Hi there{% endif %}: Varies the message based on the name.
• Use Case: Customize messages by the first name: {% if first_name == 'Peter' %} Hello, Peter! {% else %} Hello! {% endif %}

Exploring Advanced Data Types: Arrays & Objects

1. Arrays

• Definition: Lists of items of the same type.
• Example: User’s favorite sports: [“basketball”, “soccer”, “tennis”]
• Use Case: Display a sports list: {% for sport in favorite_sports %} {{ sport }} {% endfor %}

2. Objects

• Definition: Groups of metadata describing parent data.
• Example: An item with properties like name, price, and category: {“name”: “T-shirt”, “price”: “20”, “category”: “clothing”}
• Use Case: Display product details: {{ product.name }} – Price: {{ product.price }} – Category: {{ product.category }}

Arrays of Objects

• Definition: Lists of objects.
• Example: A shopping cart with items: [{“name”: “T-shirt”, “price”: “20”, “size”: “M”}, {“name”: “Jeans”, “price”: “40”, “size”: “L”}]
• Use Case: Show cart items: {% for item in cart %} {{ item.name }} – {{ item.price }} – {{ item.size }} {% endfor %}

Practical Applications of Liquid in Braze Emails

Personalized Content

• Basic Personalization: Add user-specific details.
  • Example: Hello, {{ first_name }}!
• Advanced Use Cases: Adjust content based on user activity.
  • Example: Different messages based on subscription status: {% if user.is_subscribed %} Thank you for subscribing! {% else %} Subscribe for updates! {% endif %}

Multilingual Emails

Create language-specific content using Liquid’s conditional logic:

• Data Preparation: Upload user data with language preferences.
  • Example: Use a CSV with language data:id,first_name,last_name,email,language
• Email Setup: Use Liquid to adjust email content based on language.
  • Example: {% if language == ‘en’ %} Hello! {% elsif language == ‘es’ %} ¡Hola! {% endif %}

Abandoned Cart Emails

Utilize Liquid for loops to create dynamic abandoned cart emails:

• Data Structure: Store cart items in a custom attribute.
  • Example: {“items_in_cart”: [{“id”: “123”, “name”: “T-shirt”, “price”: “20”}, {“id”: “456”, “name”: “Jeans”, “price”: “40”}]}
• Loop through Items: Display each cart item’s details in the email.
  • Example: {% for item in items_in_cart %} {{ item.name }} – {{ item.price }} {% endfor %}

Random Number Generation

Generate random numbers for varied scenarios, such as A/B testing email subjects:

• Example: {% assign random_number = ‘now’ | date: ‘%N’ | modulo: 5 %} {% if random_number == 0 %} Subject Line 0 {% elsif random_number == 1 %} Subject Line 1 {% elsif random_number == 2 %} Subject Line 2 {% elsif random_number == 3 %} Subject Line 3 {% elsif random_number == 4 %} Subject Line 4 {% endif %}

Getting Started with Liquid in Braze

Liquid offers a compelling and easy-to-learn method for creating personalized and dynamic content in Braze emails. By mastering the use of variables, tags, and filters, marketers can enhance their campaigns significantly and deliver messages that resonate more deeply with their audience. If you need assistance, connect with our Braze-certified experts. Check out our series on all things Braze for more insights.

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