What is dynamic content?

Dynamic content

Dynamic content is email or website content that automatically changes based on who's viewing it. Instead of sending the same message to everyone, you show each person content tailored to their data, preferences, or behavior.

Think of it as a smart template. You build one email, but the product images, offers, or even entire sections swap out depending on what you know about each recipient. A customer in Chicago sees winter coats while a customer in Miami sees swimwear. Same campaign, different experience.

How dynamic content works

Dynamic content relies on data you've already collected about your contacts. Your email platform stores this information in custom fields, tags, or behavioral tracking, then uses it to determine what each person sees.

The process follows a simple logic: if a contact matches certain criteria, show them version A; if they don't, show them version B. You can layer multiple conditions to create highly specific variations without building separate campaigns for each audience.

In ActiveCampaign's email designer, you select any content block and set conditions. The platform checks each contact's data at send time and assembles their personalized version automatically.

Dynamic content vs. static content

Static content stays the same for everyone. It's hard-coded into your email or webpage. Your logo, footer text, and company description are typically static because they don't need to change.

Dynamic content adapts. Product recommendations, personalized greetings, location-based offers, and behavior-triggered messages all qualify as dynamic because they respond to individual data.

Most effective emails combine both. The overall structure and brand elements remain consistent while specific sections personalize for each recipient.

Types of dynamic content in email

Text personalization goes beyond first names. You can customize entire paragraphs based on a contact's industry, purchase history, or lifecycle stage. A welcome email might explain your product differently to a small business owner than to an enterprise buyer.

Image swaps let you show relevant visuals. An outdoor retailer might display hiking gear to contacts tagged as hikers and cycling equipment to those interested in biking.

Conditional content blocks hide or reveal entire sections. Show a loyalty discount to repeat customers, or hide the "how it works" explanation from people who've already purchased.

Dynamic CTAs point different contacts to different destinations. New leads might see "Start your free trial" while existing customers see "Explore new features."

Benefits of using dynamic content

Relevance drives results. When subscribers receive content that matches their interests, they engage more. Higher engagement signals to inbox providers that your emails are wanted, which improves deliverability over time.

You also save significant time. Instead of creating five versions of a promotional email for five audience segments, you build one email with dynamic blocks. Your platform handles the variations automatically.

The efficiency compounds with automation. Pair dynamic content with marketing automation workflows, and you can deliver personalized messages at scale without manual intervention.

Common uses for dynamic content

Abandoned cart emails show the specific products each shopper left behind. The email template stays the same, but the product images, names, and prices pull from each contact's cart data.

Product recommendations surface items based on browsing history or past purchases. Someone who bought running shoes might see recommendations for running socks or fitness trackers.

Location-based messaging adapts offers to where contacts live. Promote your Miami store opening to Florida contacts while showing your Chicago location to Midwest subscribers.

Lifecycle-stage content speaks to where each contact is in their journey. Prospects get educational content, new customers get onboarding tips, and long-time customers get loyalty rewards.

Ready to see how personalization works in practice? Start your free ActiveCampaign trial and build your first dynamic email.

Best practices for dynamic content

Start with data you trust. Dynamic content only works if your contact information is accurate. Sending "Hey {first_name}" when that field is empty creates an awkward experience, so set fallback values for any field that might be blank.

Begin with one or two dynamic elements per email. Changing every block makes testing difficult and increases the chance of errors. Add complexity gradually as you confirm each element works.

Test before sending. Preview your email as different contacts to verify each variation displays correctly. Most platforms let you enter a contact's email address and see exactly what they'll receive.

Track performance by segment. Monitor whether your dynamic variations actually improve engagement. If one version consistently underperforms, adjust your conditions or content.

FAQs

What data can I use for dynamic content?
Any information stored in your contact records: demographics, tags, custom fields, purchase history, website behavior, email engagement, and geographic location.

Does dynamic content slow down email delivery?
No. Your email platform assembles each personalized version at send time. The process happens in milliseconds and doesn't affect delivery speed.

Can I use dynamic content in automated emails?
Yes, and it's one of the most powerful combinations. Conditional actions in automations let you trigger different content paths based on contact behavior.

What happens if a contact doesn't match any conditions?
You set default content that displays when no conditions are met. This ensures every contact sees something relevant rather than a blank space.

Want to personalize at scale without the manual work? Try ActiveCampaign free and see how dynamic content transforms your email marketing.