What are the technical requirements for dynamic content?

Dynamic content requires data infrastructure, ESP capabilities, and proper implementation. The technology varies by platform, but core requirements are consistent: data access, conditional logic, and fallback handling.

Technical foundations: Data availability-the personalization data must be accessible to your ESP at send time. ESP support-your platform must offer dynamic content features. Conditional logic-if/then rules that determine which content displays. Fallback defaults-what shows when data is missing? QA processes-testing all variations, not just the default.

Start simpler than you think necessary. Complex personalization requires robust data and careful QA. Begin with segment-based variations, then add complexity as you prove value and build confidence. A simple personalization done well beats sophisticated personalization that breaks for 20% of recipients.