What is Dynamic Content?

Dynamic content is a way to display different messaging on your website based on the information you already know about the visitor. For example, you could use Smart CTAs so that first-time visitors will see a personalized CTA (perhaps with a top-of-the-funnel offer), and those already in your database will see a different CTA (maybe for content that offers a little more information about your product or service). You can read this post to learn more about dynamic content.


Here’s an example of dynamic content:

Imagine you receive an email from an online clothing retailer promoting their latest collection of winter jackets. Instead of showing the same jacket to every recipient, the email uses dynamic content to display different jackets based on your location and past browsing behavior.

If you live in a cold climate and have previously browsed winter coats on the retailer’s website, the email might showcase a selection of heavy-duty parkas suitable for freezing temperatures. However, if you live in a milder climate and are interested in lighter jackets, the email might feature stylish trench coats or fleece jackets instead.

In this example, dynamic content enables the retailer to tailor the email content to each recipient’s preferences and context, increasing the likelihood of engagement and conversion. Dynamic content can be used in various marketing channels, including websites, emails, advertisements, and landing pages, to deliver personalized experiences that resonate with users and drive desired actions.

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