How does dynamic content work?

Dynamic content uses conditional logic and subscriber data to display different content blocks within the same email template based on who is receiving it. Instead of creating separate emails for different segments, you build one email with multiple content variations that swap in and out automatically.

The logic is typically based on fields in your ESP or CRM such as location, gender, purchase history, engagement level, or custom attributes. You define rules such as if subscriber location equals California, show content block A, else show content block B. When the email is sent, the ESP evaluates the rules for each recipient and renders the appropriate content.

Dynamic content can control text, images, offers, product recommendations, and calls to action. Some ESPs support complex logic with multiple conditions and fallback rules. The result is a single campaign that delivers personalized experiences at scale without manually segmenting and duplicating campaigns. Dynamic content is like a ship that rearranges its cargo based on each port's customs requirements before arrival.