Consumers easily lose interest in companies communicating the same email content regardless of who they are or what they are interested in.  These are some of the challenges that marketers are facing. The ultimate solution to this – dynamic content. Cary Tilds, said in a statement, “Dynamic creative will help lay the critical foundation for a future where creative meets technology in a much more rigorous way, eventually supporting the emergence of artificial intelligence in digital advertising, allowing creativity to become even more relevant.”

Why dynamic content?

Personalisation does not only mean adding a name to an email or mentioning products consumers have purchased. It’s beyond that. It’s about content insertion in response to your data – phrases, paragraphs and images. The subscribers on your database all have different needs, wants and respond differently to various factors, including the product or service on offer. Personalising your email campaigns by sending relevant and unique messages to the consumer is essential to receive great results, build meaningful relationships and drive bottom-line sales.

For example, if you are selling hair products online, you know your customers have different types of hair e.g. curly or straight based on previous purchases, customer surveys etc. Using dynamic content, these consumers will receive completely different versions of your email e.g. relevant subject lines, offers and images according to their hair types and customer profiles.

Keep it simple for a start

Personalisation can be implemented in your welcome emails showing different content to subscribers based on their sign-up preferences. Alternatively, general welcome emails could be sent but based on what content consumers clicked on could be used for future tailored content. From welcome messages, you could move up to other types of communication e.g. promo mailers, newsletters, autoresponders or RSS-to-email messages.

The rise of dynamic content

Relevancy is not only the key to survival, but building real relationships and ultimately, boost conversions. The rise of dynamic content and personalisation technologies is a significant online marketing trend over the last few years, expecting an increase in prevalence and sophistication in the near future. Companies should start investing in dynamic content technologies being part of a comprehensive strategy to maximize the business value it can provide.


Leszczynksi, M. 2016. How to personalize your emails with dynamic content. Online URL:

Marvin, G. 2016. IAB releases schema standard for dynamic content ads. Online URL:

Kiss Metrics Blog. 2017. 5 Ways To Boost Conversions With Dynamic Content. Online URL: