How to Use Dynamic Content in Email Marketing for Higher Engagement

By now you know how essential personalisation is to any marketing strategy. While basic personalisation tactics are accessible to most marketers with the right tools and data, dynamic content represents the next evolution in creating truly engaging email experiences.

Dynamic content allows you to tailor multiple elements of an email, like images, text, or offers - all within a single email template. So instead of creating multiple versions of an email, the content changes automatically based on a recipient’s data. This creates a super relevant experience for your subscribers while making your emails more efficient.

"68% of email marketing professionals say that dynamic content personalisation improves an email’s performance". (Shopify)

It might sound complex, but it doesn’t have to be. In this blog, we’ll explore how to use dynamic content in email marketing for higher engagement - breaking down what it is, how it works, and how to apply it to your own campaigns.

How Dynamic Content Works In Email

Let's kick off with what dynamic content actually means. Standard emails are "static” - every recipient gets the exact same content, images, and messaging. What you see is what you get.

But dynamic content works by applying conditional rules to different parts of an email template. These rules determine what content will display for each subscriber based on their data. It can be as simple as showing the recipient's first name or as advanced as swapping entire sections of content depending on purchase history, location, or preferences.

Behind the scenes, this is typically done using data stored in your email marketing platform along with a bit of code that tells the platform which content to show under which conditions.

Why Dynamic Content In Email Marketing Matters

To put it bluntly, your audience expects it. They might not know the inner workings of email marketing, but they do expect brands to send them relevant, personalised content. And when that doesn't happen, they tune out.

"72% of consumers say that they will only engage with personalised messaging". (mailerlite)

When emails feel more relevant, they get better results. Dynamic content can increase click-through rates, reduce unsubscribes, and improve conversions because subscribers are seeing content that speaks directly to them.

Types of Dynamic Content in Email Marketing

You can apply dynamic content in many different ways to make your emails more relevant and engaging. Here’s a breakdown of key types of dynamic content and how they can elevate your email marketing strategy.

1. Text Personalisation

   The great news about this one is it's the simplest to get started with and you're probably using it already. You can use dynamic content to personalise many aspects of text including:

   - Subject lines and preheaders - Body copy - CTAs For example: as a charity, you might personalise the subject line based on the donor’s previous involvement, making them feel more connected to the cause. E.g.: "Cara, your support helped us feed 50 families last month". Here dynamic content can be used to change the name and the number of families fed, depending on the amount donated within that data field. This approach creates a deeper emotional connection, recognising the recipient's past contribution and encouraging further engagement.
   

2. Visual Personalisation

   Dynamic content isn't just limited to text. You can personalise visuals too. This might include:

   
   

   - Showing different product images based on a subscriber's preferences

   - Featuring location-based imagery

   - Displaying loyalty tier badges, membership numbers, or custom banners

   
   

   This type of visual personalisation can help reinforce key messages and create a more immersive experience.

   
   

   

   Adidas feature membership details at the top of their emails including membership level and point total.

   
   
   
   

3. Product/Service Recommendations

   Dynamic product or service recommendations allow you to personalise emails based on what each recipient is most likely to be interested in. You can choose to show items based on previous purchases, browsing behaviour, or even location.

   
   

   Here are some of the most effective ways to use dynamic recommendations:

   - Browse or Purchase History: Show products based on what the recipient has previously viewed or bought. For example: after a customer buys a laptop, they might receive recommendations for accessories like laptop cases or chargers.

   
   

   - Replenishment or Subscription Reminders: Using purchase history with time triggers can create a useful reorder prompt. Dynamic content can personalise these emails with the exact product the recipient is likely to need, creating a seamless repurchasing experience that feels helpful rather than promotional - Bestsellers or Trending Products: Show products that are popular or trending within a certain category. For example: a music streaming service could highlight the top charts or “most popular” albums based on the recipient’s musical taste.

   
   

   

   Source: reallygoodemails

   - Location-Based Product/Service Recommendations: Location can have a big impact on the relevance of products and services for many brands and that might be for a number of reasons, including: climate, regional demand and availability. For example, people living in coastal towns might have very different needs from those in cities - whether that's the type of clothes they wear, the way they need to maintain their properties or the types of events they have access to. When coupled with a weather API, you can even tailor your emails to the weather at that precise moment in a specific location! This is just another way of ensuring your emails have deeper relevance. You can learn more about weather responsive email campaigns in my previous blog.

   
   
   
   

   

   Source: Litmus

   
   
   
   

4. Real-time Content and Countdown Timers

   Real-time content updates whenever the email is opened, ensuring relevance days after sending. It can be used for things like live inventory levels, fundraising progress, or current pricing - all refreshing at the moment a recipient opens their email - so your email is always up-to-date! Countdown timers are a type of real-time content, creating urgency by displaying a live clock ticking down to a deadline. They transform static dates into dynamic visual elements that drive immediate action. They're effective because:

   
   

   - They tap into FOMO (fear of missing out)

   - Subscribers can literally see time running out

   - They create a sense of immediacy that static text can't match

   
   

   Countdown timers may be used in campaigns to highlight sales deadlines, event and product launches, or delivery cut-offs.

   
   

   But remember my rule about urgency - use it sparingly to maintain effective impact and avoid annoying your subscribers!

   
   
   
   

   

   Source: reallygoodemails

How to Implement Dynamic Content

Implementing dynamic content can feel daunting, but breaking it down into steps makes the process more manageable. The key is to approach it with a clear plan and build gradually.

Start with these steps:

1. Define Your Goals

   What do you want to achieve with dynamic content? Whether it's increasing conversions, boosting engagement, or improving customer retention, having clear objectives will guide your strategy.

   
   

2. Gather Your Data

   Dynamic content relies on accurate data. Make sure your subscriber data is clean, up to date, and relevant to your goals. This might include demographic information, purchase history, or behavioural data.

   
   

3. Assess Your Platform

   If you're an active email marketer than you'll already have an ESP and should hopefully understand what is available to you. Most email platforms offer dynamic content features, but functionality varies. If you're in the market for new tech, choose a platform that supports the level of personalisation you're aiming for and matches both your technical abilities and data capabilities.

   
   

4. Set Your Rules

   Decide what parts of the email will change. Will you personalise headlines, product images, or entire sections of copy? Map out the variations and the rules that will trigger each version.

   
   

5. Test Thoroughly

   Dynamic content adds complexity to your campaigns, so testing is crucial and will require more time than your standard email campaigns. Check every variation to ensure the right content is displaying for the right audience.
   

6. Monitor and Optimise

   Once the campaign is live, review performance data to see which variations are performing best. Use this insight to refine future campaigns.
   

   
   

Common Pitfalls & How to Avoid Them

While dynamic content can enhance your emails, it's not without its challenges. Here are some common mistakes - and how to avoid them:

• Overcomplicating When Segmentation Would Suffice

  Not every campaign needs dynamic content. If a simple segmented send would deliver the same result, keep things straightforward.

  Use dynamic content when you need variations within the same email, not just different audiences.
  

• Poor Testing

  With more variations comes more risk of errors. Failing to test each version properly can result in broken emails or incorrect content.

  Use email testing tools to preview every possible combination before you hit send.
  

• Incorrect or Outdated Data

  Dynamic content is only as good as the data behind it. Using inaccurate or incomplete data can lead to irrelevant or even embarrassing mistakes.

  Regularly clean and update your database to maintain data quality.
  

• Missing Fallback Content

  If no data is available to fulfil the dynamic rule, what will the subscriber see? Without a fallback, you risk displaying blank spaces or placeholders.

  Always set default content that will show when no dynamic data is present.
  

• Measuring Performance

  Tracking the performance of dynamic content can be more complex than static emails. Without the right setup, it can be difficult to see how different variations perform.

  Choose a platform that allows reporting on dynamic content variations and use custom tracking parameters like UTM tags to measure which version drove engagement.

Key Takeaways

Dynamic content is a fantastic way of elevating your email marketing by delivering more relevant and engaging experiences. And it can be applied in a variety of ways, from simple text personalisation to changing multiple content blocks - experiment and get creative with what works best for your brand. One key thing to remember is that the more rules and variations you create, the more work is involved - from designing additional assets and writing more copy to managing more complex reporting. These factors shouldn't put you off, but it's important to plan for them upfront.

If you're still unsure about dynamic content, it's fine to concentrate on simple audience segmentation for now. But hopefully this guide provides you with ideas and inspiration of how to use it within your email marketing in the future!

If you're looking to get started with dynamic content in emails or want to improve how you're using it, feel free to get in touch.