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How to Build Dynamic Content in SFMC Emails
Salesforce Marketing Cloud (SFMC) empowers users to achieve this through Dynamic Content. Dynamic content enables marketers to display different email content based on customer data, preferences, or behaviour. This strategy boosts engagement, improves conversions, and delivers a more personalized brand experience.
SFMC provides multiple tools to implement dynamic content, such as AMPscript, Content Builder rules, and personalization strings. Whether you're just starting with SFMC or looking to advance your email marketing campaigns, learning to build dynamic content is essential.
1. What Is Dynamic Content in SFMC?
Dynamic content refers to portions of an email that change based on a subscriber’s data. Instead of sending one static email to everyone, you can tailor messaging based on:
• Location
• Gender
• Purchase history
• Language preference
• Loyalty status
For example, a user in Hyderabad might see different promotions than one in Mumbai. SFMC supports this by allowing logic-driven blocks in your email that ...
... adapt per subscriber.
2. Tools for Creating Dynamic Content in SFMC
SFMC offers several ways to insert dynamic content:
a) Content Builder Rules
• Allows you to set rules directly within the email editor.
• Ideal for marketers with limited coding experience. Salesforce Marketing Cloud Training
• Uses simple "If-Then" conditions for text, images, and offers.
b) AMPscript
• A powerful scripting language built for SFMC.
• Enables advanced personalization, logic, and data lookups.
• Commonly used for personalized greetings, product recommendations, and dynamic URLs.
c) Personalization Strings
• Predefined variables (like %%FirstName %%)
• Useful for basic personalization such as names, cities, or email addresses.
3. Steps to Build Dynamic Content in Emails
To build dynamic content in SFMC, follow these general steps: Salesforce Marketing Cloud Online Training
Step 1: Plan Your Variants
Define what you want to change text, images, or offers and what data will drive the change.
Step 2: Set Up Your Data
Ensure your Data Extensions contain the right fields (like gender, region, or product interest). Use Contact Builder to organize subscriber data.
Step 4: Insert Dynamic Content Blocks
• Use “Dynamic Content” block in Content Builder for simple rules
• Insert AMPscript code for advanced dynamic rendering
• Use personalization strings for basic substitutions
Step 5: Preview and Test
Use the Preview and Test feature to validate how the email renders for different data profiles. Salesforce Marketing Cloud Training Online
4. Best Practices for Dynamic Email Content
To maximize results:
• Keep your dynamic logic simple and maintainable
• Always have a fall back (default) content option
• Test all variations before sending
• Use clear naming for content blocks and rules
• Segment your audience based on meaningful criteria
Dynamic content is powerful, but complexity can lead to confusion if not well organized. Documentation and testing are crucial.
Conclusion
Building dynamic content in Salesforce Marketing Cloud emails allows marketers to create personalized, data-driven experiences that resonate with individual subscribers. Whether through AMPscript, personalization strings, or simple rule-based content blocks, SFMC provides the flexibility to cater to diverse audiences all within a single email send.
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