About Dynamic Content

Use dynamic content to send a single email that shows unique, personalized content based on the customer segments you’ve created in your audience. Turn on dynamic content for a content block, and we’ll show or hide your content based on conditions you choose.

In this article, you’ll learn about dynamic content and how to enable it in a content block.

Things to know

Here are some things to know.

• This feature is included with the Standard plan or higher.
• Dynamic content can't be used in footer content blocks.
• Since dynamic content is rendered via live merge tag information, it can only be used and previewed in emails with an attached audience.
• Saved and replicated emails retain dynamic content settings.
• Dynamic content merge tags won't be activated in test emails. We recommend that you preview your email with the Enable live merge tag info slider toggled on, or send a live email to a small test segment of your audience.

How it works

Dynamic content in your email can be turned on or off for different contacts, based on the conditions you choose. Instead of sending separate emails, use one email to show different messages to different contacts. This can save you lots of time.

For example, let’s say you send a weekly newsletter to your plant store customers. This week, you want to include a specific product for contacts you’ve placed in the Cacti audience group. Instead of sending 2 versions of the same newsletter—one with the cactus product and one without—create 1 email for the whole audience. You’ll enable dynamic content for the Product content block and set it to show to your Cacti audience group. When you send the email, only subscribed contacts in the Cacti group will see the cactus product.

Most types of email content blocks support dynamic content, so you can get creative with how you show or hide certain marketing messages for different contacts.

Available conditions

You’ll choose your dynamic content conditions based on the data you have about your contacts. Here are the available parameters and operators to use with your dynamic content conditions.

The new builder has more conditions than the classic builder, including the option to send to contacts you've tagged.

Set dynamic content

Use dynamic content in almost any content block, including buttons and images.

Set dynamic content in the new builder

To set dynamic content in the new builder, follow these steps.

1. Click the content block or layout you want to work with, or add a new one.
2. In the content block menu, click the Visibility tab.
   
   If you’re prompted to choose an audience first, make your selection and then click Continue.
3. Click Customize recipients.
4. Click the Choose an option drop-down to choose a tag, audience field, or group.
5. Click the Is drop-down to choose Is or Is not, Contains, or Does not contain.
   Note that Contains or Does not contain can be used with an audience field, but not with tags or groups.
6. Enter a value for an audience field, or click the drop-down and select a tag or group option.
7. Click Add another rule to add up to 5 conditions.
8. Click Save.

Nice! This content will only be seen by contacts who meet the conditions you set for the block or layout.

Set dynamic content in the classic builder

To set dynamic content in the classic builder, follow these steps.

1. Click the content block you want to work with, or drag and drop a new content block into your layout.
2. In the editing pane, click Set Dynamic Content.
   
   If you're prompted to choose an audience first, make your selection and then click Save & Continue.
3. Click the Choose drop-down to choose an audience field or group category.
   
4. Click the second drop-down to choose is or is not.
5. Enter an audience field value or choose a group name.
6. Click Confirm, or click Reset to start over.

7. Review your conditions and click Save.

   After you save, the Set Dynamic Content button will change to Dynamic Content On in the editing pane.
   

Nice job! When you send your email, this content block will be viewable only to contacts who match the conditions you chose.

Edit dynamic content

You can edit dynamic content settings in any draft or paused email.

Edit dynamic content in the new builder

To edit dynamic content in the new builder, follow these steps.

1. In your email, click the section for the dynamic content block you want to work with. An eye icon will be displayed at the top of the side panel.
   
2. Click the Visibility tab to display your settings.
3. Click Edit to change or add new conditions. Click Reset to clear all dynamic content conditions.

Edit dynamic content in the classic builder

A content block with dynamic content will display a Dynamic Content Enabled message when you hover over it in the email designer.

To edit dynamic content in the classic builder, follow these steps.

1. In your email, click the dynamic content block you want to work with.
   
2. In the editing pane, click the Dynamic Content On button.
   

You can choose new conditions and click Confirm, or click Reset to clear all dynamic content conditions.