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.
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| How to Build Dynamic Content in SFMC Emails |
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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