Using dynamic content in emails

How to create highly targeted and personalized emails at scale.

Beth-Ann Sher avatar
Written by Beth-Ann Sher
Updated over a week ago

Create tailored and personalized emails across the entire customer lifecycle using dynamic content to offer up the right content at the right time.

Here’s a few reasons why you'll love it:

  • Reduce the time it takes to create multiple email variations.

  • It's easy to use because it's no-code.

  • Create highly engaging and personalized content for all customers.

Let’s go over how you can easily add dynamic content blocks in your emails...

From the email editor, click the “+” to add a new content block and select “Insert dynamic content”:

This will open up the “Dynamic content settings” where you'll define the conditions for different audiences to see the dynamic content.

Choose the user attribute for your audience by clicking “Add data rule”. In this example we'll be using “User role”:

Then, enter the value for your user attribute:

Note: You can add more data rules on top of this to make your content even more targeted to a specific audience.

Once you are satisfied with your rule set, it’s time to create your dynamic content. Add copy, images, buttons, HTML, code, emojis, bulleted lists, and numbered lists or stylize your copy - all the email elements that you can use in the email editor when creating content blocks.

In this example, we’ve added a callout for the newest marketing features released in 2022 to raise awareness amongst customers who have identified their role as “Marketing”:

You can also change the text style, color and alignment by highlighting the text you want to change and using the fly out menu to style your text.

You can change the color and the alignment of your buttons, too:

To add additional content variations depending on the audience, click “Add condition” and repeat the same process to define your data rules for the audience and the content they should be shown.

Note: The rules are applied in priority order from top to bottom. If someone matches multiple conditions, the first rule they match will be applied.

Once you’ve added all your conditions, you should add fallback content for users who may not match your conditions. In this case, we’re linking to a comprehensive overview of all features launched in 2022:

Now, click “Save” and you’ll be taken back to your email editor where you can continue to work on your email.

You’ll see the dynamic content is signified by a lightning bolt in the body of your email:

To make changes to your dynamic content, click on the dynamic content block and select “Edit Dynamic Content”:

Continue adding more dynamic content blocks to create super personalized and highly targeted emails!

Here are 5 ideas to get you started:

  1. Grab attention right away by dynamically showing a banner image based on user attributes.

  2. Need different segments of users to take different actions? Have different buttons and CTAs based on the actions you wish your audiences to take.

  3. Personalize onboarding emails by showing dynamic lists based on the actions you need every user role to complete.

  4. Ensure every user is connected to the right support by changing your support team link based on the country your end users are located in.

  5. Show content your users are interested in by dynamically displaying suggested blog articles, feature announcements, and more.

Dynamic content for subject line

Similar to the body of your email, you can add dynamic content to the subject line too. Simply click the lightening bolt on the subject line to start adding dynamic content:

This will open up the "Dynamic Subject Line" settings where you can start adding conditions and change the display text based on data rules. For example, if we wanted to greet our customers in Ireland, we could select If Country is Ireland Then display "Hello from Ireland!"

We can then change this up for customers in different countries by clicking "+ Add condition" and selecting a new country and creating a different subject for customers in that country:

Once you're satisfied with your rule set, it’s time to personalize your dynamic subject line. Add copy, emojis, or data attributes - all the same elements that you can use in the subject line field.

Don't forget to add fallback content for customers who may not match your conditions:

When you're done, click "Save" and you'll see your fallback content is displayed. Easily edit and make changes to your subject line by clicking "Edit Dynamic Content":


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