"Dynamic content" is a box of personalized content based on specific customer data that's included into an email campaign with a dynamic content tag. Dynamic content can be created from information pulled from buyer personas, email list preferences, gender, location, etc. In a sense, including dynamic content in email campaign is comparable to using custom fields, yet dynamic content provides you with much more flexibility because the boxes of content can include images, text and links. Going forward in this article, dynamic content will be referred to as “dynamic content blocks.”

To illustrate how a dynamic content box works, I’m going to use an email from Amazon Local. Their dynamic content boxes are created with subscriber category preferences in mind – Amazon Local has a total of four.

  1. Entertainment & Travel
  2. Health & Beauty
  3. Shopping & Services 
  4. Restaurants, Bars & Pubs


Based on the category (or categories) a subscriber selects, Amazon Local includes the corresponding dynamic contact box into their email. The email below was sent to a person who only selected three of Amazon Local’s categories:

  1. Entertainment & Travel (Dynamic Content Box #1)
  2. Shopping & Services (Dynamic Content Box #2)
  3. Health & Beauty (Dynamic Content Box #3)

Amazon-Sample-dynamic-content-pinpointe

In the second example below, the email was sent to a person who only selected only two of Amazon Local’s categories:

  1. Entertainment & Travel (Dynamic Content Box #1)
  2. Health & Beauty (Dynamic Content Box #3)

Both email samples above are from the same campaign, but each contains different content boxes based on the subscribers’ preferences. The header and footer (footer not shown in the samples) stay the same in both emails.

Amazon-Sample-2-dynamic-content-pinpointe

Also See:
How do I set up dynamic content boxes?