Dynamic Content
Dynamic content is email content that changes automatically based on the recipient's data, preferences, or behaviour, showing different content blocks to different subscribers within the same email.
What Is Dynamic Content?
Unlike segmentation (where you send entirely different emails to different groups), dynamic content uses a single email template with content blocks that swap based on subscriber attributes. For example, a newsletter might show different product recommendations based on past clicks, display location-specific event listings, or adjust the greeting based on time of day. Dynamic content reduces the number of email versions you need to create while still delivering personalised experiences. It's powered by conditional logic rules — 'if subscriber is in the UK, show this section; if in the US, show that section'.
Why It Matters for Newsletters
Dynamic content lets you personalise at scale without creating dozens of email variants. It's particularly powerful for newsletters with diverse audiences — you can maintain a single editorial workflow while delivering content that feels personally relevant to each subscriber.
Best Practices
- Define fallback content for subscribers who don't match any condition
- Start with 2-3 dynamic blocks before scaling up complexity
- Use subscriber behaviour data (clicks, reads) rather than just demographic data
- Preview dynamic emails as different subscriber types before sending
- Track performance by variant to understand which dynamic content performs best
How Aldus Handles This
Aldus's AI inherently creates content that's relevant and engaging without requiring manual dynamic content setup. The platform's section-level analytics help you understand which content types resonate with different audience segments.