What is Dynamic content?
Dynamic content is part of an email that changes depending on who receives it, such as different blocks for different segments or product recommendations based on browsing.
The email has one template with rules that swap blocks. A subscriber who has bought before might see a loyalty note while a first-time visitor sees a brand introduction.
It saves effort compared with building many versions of the same email, and makes each message feel more relevant.
Complexity is the risk. Each variation is something to test, and fallbacks are needed for when data is missing, so keep the number of rules small and preview the email as several different profiles before sending.
A worked example.
A hypothetical outdoor brand sends one newsletter with a header block that shows tents to people who browsed camping gear and jackets to those who browsed hiking apparel. People with no browsing data see a general feature block.
Common mistakes.
- Creating many variations that nobody tests
- Leaving out a fallback when data is missing
- Not previewing as different profiles
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