Dynamic email content

Why use dynamic content?

If you've got a wide range of products, or differing groups of customers, or just a lot to say, then you need to make sure you're getting the right information to the right people. Attention spans are short and if your readers don't think what you're sending is relevant, they'll ignore you, or unsubscribe.

You could create completely separate mailing lists for different groups and build different emails for them - and when you have only a few distinct groups, that's fine. If you have a lot of different types of customers, or combinations of interests then this gets overwhelming pretty quickly.

Dynamic content lets you create one email with many different sections - which sections get included in the email sent to each subscriber is determined by 'rules' that you include in your email code. Suddenly you can support a pretty much infinite variety of content combinations, without manually creating and sending each different combination.

You can read our complete guide to using our dynamic content system here.

How does it work?

We'll be perfectly honest, this is a geeky feature. You need to be comfortable writing basic HTML and understand what an If statement is to use dynamic content. Either that or you need to know someone who is (like our services team).

You create your email in HTML and wrap different content sections in our dynamic content code, which lets you define statements which determine whether a piece of content is shown for a particular user, based on their profile data.

We provide a sandbox system so that you can test your emails and preview different combinations, so you can double-check your code easily.