Dynamic Content
Email content that automatically changes based on subscriber data, behavior, or conditions.
Definition
Dynamic content is email content that varies based on subscriber attributes, behavior, or conditional rules. Rather than sending identical emails to everyone, dynamic content blocks display different text, images, or offers based on data like location, past purchases, interests, or engagement level. This enables personalization at scale.
Why It Matters
Dynamic content makes mass emails feel personalized without creating separate campaigns for each segment. It improves relevance and engagement by showing subscribers content that matches their interests and needs. One template can serve multiple audiences effectively.
How It Works
You define content blocks with conditions (if subscriber is in California, show this; if subscriber purchased product X, show that). When the email is sent, the system evaluates conditions against each subscriber's data and renders the appropriate content. Multiple dynamic blocks can exist in one email.
Best Practices
- 1Start with simple dynamic content before building complex rules
- 2Always set default content for when conditions are not met
- 3Test thoroughly to verify all variations render correctly
- 4Use dynamic content for high-impact elements like offers and product recommendations