Dynamic Content

This is important to the process of personalizing mass email messages. This content allows a sender to deliver unlimited variations of a single email message, personalized to meet the criteria of an individual recipient. The content will change depending on the attributes that are assigned to each segment of the message. These elements may be specific updates listed in a portion of the message, images or graphics included in the layout or cross-sell offers featured in the message’s body. By changing key pieces of a message, email marketers can meet the individual interests and needs of each subscriber.

Dynamic content is often based on the personal data of the recipient. This variation may depend on the user’s: past purchases or subscriptions, their historic email activity including opens and forwards, and personal data that is collected during opt-in registration. Basing marketing messages and transmission on this information allows the e-marketer to increase their messages’ relevance to their audience. While marketers could accomplish the same goal by creating multiple lists and messages, leveraging dynamic content eliminates the need to manage this information split. Dynamic content can draw from an existing, easy to update database, and target all subscribers in a single transmission.