Email marketing has come a long way since the days of “Hi [First Name].” Today, subscribers expect personalised, relevant experiences that feel tailor-made. That’s where dynamic content comes in.
Done right, dynamic content takes your campaigns from “one-size-fits-all” to “this was written just for me.” Done wrong, it can feel clunky or even damage trust. Let’s break down what dynamic content is, why it matters, and how to use it effectively.
What is dynamic content?
Dynamic content is any part of an email that changes based on the recipient’s data, behaviour, or preferences. Instead of sending one generic version of your campaign, you send one template with different variations that update in real-time.
Examples include:
- Product recommendations based on browsing or purchase history
- Location-specific offers or events
- Content blocks that display differently depending on subscriber preferences
- Images, CTAs, or subject lines tailored to audience segments
Think of it as building an email “skeleton” where the bones are the same, but the muscles, skin, and outfit change depending on who’s looking.
Why use dynamic content?
Because inboxes are crowded, and generic emails don’t cut it anymore. Here’s what dynamic content helps you achieve:
- Relevance at scale – Send one campaign, but make it feel personalised for thousands of people.
- Higher engagement – Targeted content drives more opens, clicks, and conversions.
- Customer loyalty – People engage more with brands that “get” them.
- Efficiency – Instead of creating 10 separate campaigns for 10 audiences, you create one with dynamic variations.
5 Ways to use dynamic content effectively
1. Personalised product recommendations
E-commerce brands love this tactic for a reason: it works.
- Use browsing or purchase history to recommend similar or complementary products.
- Highlight trending products in a customer’s preferred category.
- Upsell or cross-sell based on their last purchase.
Pro tip: Don’t overdo it. Three or four recommendations beat a 20-item “wall of products.”
2. Location-based targeting
Where someone lives changes what they want to see.
- Show store hours for the nearest branch.
- Promote events happening in their city.
- Adjust promotions for regional holidays or weather conditions.
3. Behaviour-triggered content
Dynamic content shines when tied to user behaviour.
- Abandoned cart reminders that display the exact items left behind.
- Dynamic countdown timers showing time left on a sale.
- Exclusive offers for subscribers who haven’t opened emails in a while.
This moves emails from “just another newsletter” to “this is useful right now.”
4. Role or industry-based messaging
For B2B marketers, one-size-fits-all messaging doesn’t work.
- Tailor case studies by industry.
- Show different value propositions depending on job role.
- Swap out CTAs depending on where someone is in the buying journey.
Example: A CEO gets a high-level ROI story, while a marketing manager sees a practical “how-to” guide. Same email, two different dynamic blocks.
5. Real-time updates
Dynamic content can pull in live information at the time of open.
- Show current stock availability.
- Update pricing or discounts automatically.
- Display weather-based recommendations.
This makes your emails feel fresh, even if they were sent days ago.
Best practices for using dynamic content
- Start small: Don’t try to personalise everything at once. Test one dynamic block before scaling.
- Keep it seamless: Dynamic content should feel natural, not forced. If it looks awkward, simplify.
- Use reliable data: Dynamic content is only as good as your database. Outdated or wrong info = embarrassing mistakes.
- Test thoroughly: Preview every variation before sending. Make sure fallback content works if data is missing.
- Respect privacy: Be personal, not creepy. Avoid over-referencing data people didn’t knowingly share.
Common Mistakes to Avoid
- Over-segmentation: Too many variations can make campaigns complex and hard to manage.
- Ignoring fallback content: What happens if the system can’t find a user’s location or product data? Always have a backup.
- Focusing only on sales: Dynamic content isn’t just for discounts; use it to educate, entertain, and build trust.
Bottom line:
Dynamic content is the secret ingredient that makes email marketing feel human again. It lets you speak to thousands of people like they’re individuals, without spending thousands of hours building separate campaigns.
When you use it well, your subscribers stop seeing “just another email” and start seeing value that’s meant for them. And in an inbox full of noise, that’s what gets results.
