We all know the importance of personalisation in email marketing nowadays. People now expect email content to be personalised for them, and dynamic content is the key element behind this. Dynamic content is a powerful technique, allowing you to apply personalisation to your campaigns to help increase engagement with your content. There isn’t one way which is right for all of our customers, as alternative scenarios require different methods of dynamic content. But here is my quick take on the different options available to you.
Dynamic Content Rules
This type of dynamic content is most suitable where you have a small number of rules as they are manually set-up – more than a dozen and you will find it eats too much into your build time. The other area it is commonly used is where the same dynamic content is used across every email. For example perhaps you want to tailor a message in every email based upon their reward points status – write the rule and content once and it is done forever.
Simple Content Merging
Dynamic content rules are fine where there is a defined, small amount of variations but what if you have hundreds? A better way is to store each content variation in what we call a ‘snippet’ which is effectively a saved block of HTML and text. Then make sure the name of each snippet is the same as what data in the customers field and it can be merged in.