What ESP features are needed for dynamic content?

Implementing dynamic content requires your ESP to support conditional logic, data integration, and content block management. The core feature is the ability to define if then rules within your email template that evaluate subscriber attributes and display content accordingly.

You also need robust data integration between your ESP and other systems such as your CRM, e commerce platform, or data warehouse. Dynamic content relies on accurate, up to date subscriber data. If your ESP cannot access purchase history, location, or behavioral signals, your personalization options are limited.

Content block libraries let you create reusable sections that can be swapped in and out across campaigns. Preview and testing tools are essential for verifying that logic rules work correctly and that different subscriber profiles see the intended content. Some ESPs offer visual editors for building dynamic rules without coding, while others require scripting languages such as AMPscript, Liquid, or Velocity.

Advanced features include API based content that pulls real time data such as inventory levels or pricing at send time, and AMP for Email support that enables interactive dynamic content. Without these features, dynamic content remains a manual, fragmented process rather than a scalable system.