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Advanced Concepts

JSON Feed

A structured data format used to deliver dynamic content to email templates automatically.

Definition

JSON feed in email marketing refers to a structured data source (in JSON format) that automatically populates dynamic email content. Product feeds, inventory updates, or content recommendations can be delivered via JSON and rendered into emails at send time. This enables highly personalized, data-driven emails without manual content creation.

Why It Matters

JSON feeds enable sophisticated email personalization at scale. Instead of manually creating emails for each product or content piece, marketers can build templates that automatically pull in relevant data. This powers product recommendations, inventory-based messaging, and content personalization.

How It Works

A JSON endpoint provides structured data (products, articles, inventory, etc.). Your email platform fetches this data when rendering emails. Template logic iterates through the data to display products, recommendations, or content. The email renders with fresh data at send time rather than campaign creation time.

Best Practices

  • 1Ensure JSON feeds are fast and reliably available
  • 2Include fallback content for when feeds fail
  • 3Cache feed data appropriately for performance
  • 4Validate JSON structure before sending campaigns
  • 5Test emails with various feed scenarios

Frequently Asked Questions

Use JSON feeds when content is dynamic and data-driven: product recommendations, inventory updates, personalized content, or any scenario where content changes frequently. Static campaigns do not need feeds.

This depends on your ESP and template design. Good templates include fallback content. Critical sends should verify feed availability before sending. Some platforms delay or pause sends when feeds fail.