Dynamic Content is a powerful email personalization feature that automatically displays different content to different subscribers within a single email template. Rather than sending a one-size-fits-all message, it lets you define criteria, such as industry, job title, location, or purchase history, so each subscriber sees only the content most relevant to them.
This approach transforms how you build and manage campaigns. Instead of creating separate emails for each audience segment, you design one template that adapts itself to every viewer. The result is a more streamlined production process, consistent brand messaging across all variations, and emails that feel tailored rather than generic, which drives stronger engagement and reduces unsubscribes.
For example, imagine sending a single campaign to subscribers in two different cities. Using dynamic content, you can set location-based criteria so that readers in London see "Celebration in London" while those in Toronto see "Celebration in Toronto," all delivered from the same template. This same logic applies to virtually any subscriber attribute, making dynamic content one of the most versatile tools in email marketing.
Managing Dynamic Content
The dynamic content page (in the navigation panel: Marketing > Content > Dynamic Content) serves as the starting point for creating, editing, archiving, and deleting dynamic content. The dynamic content index page shows the list of dynamic content. You can use the drop-down list in the top-left corner to choose whether to view active or archived dynamic content.
Note: Archived dynamic content isn't available in any content editor and cannot be edited. However, you can still use the archived dynamic content to create content and templates.
Creating Dynamic Content
Perform the following steps to create dynamic content:
- To access this feature, head to the navigation panel, click on Marketing > Content, and select Dynamic Content from the expanded menu.
- On the dynamic content index page, click on the New Dynamic Content button.
- In the editor page, enter the name for the new dynamic content. Next, use the editor to create the original content. The original content is shown to those audiences who do not meet the criteria specified in the rules. Optionally, you can also insert a Content Feed to display graphical or multimedia components in your email's content body. Choose the Preview tool if you wish to glance at your content.
- After configuring the email contents, scroll down and begin adding the criteria. Firstly, select a segment in the Rule section that determines the audience. Insert a content feed if required. Next, create an alternate content that will be shown to the audience from the specified segment instead of the original content. The rule lets you select the audience and create alternative content to show to that audience. You may add multiple rules as per your requirement. To add more rules, merely click on the Add New Rule button.
- The editor also supports various tags, allowing you to insert additional content, such as web tracking scripts, URL hyperlinks, campaign headers, tables, and coupon codes, into your dynamic content. Now, it's possible to display product recommendations in your email content via product feed templates selected from the drop-down list. To learn more about tags and product recommendations in email marketing, read our Tags in Content: Overview and Product Feed Template articles. Click on Save to finish designing your dynamic content.
Using Dynamic Content
Our content editors enable you to use dynamic content within the content. You can insert the dynamic content tag when creating your content. In a content editor, select the place in the content where you want dynamic content to appear. Then, select the dynamic content tag from the Dynamic Areas drop-down list.
The following screenshot shows a WYSIWYG editor in which the option to include dynamic content is highlighted:
