How does Dynamic Email work in SFMC?

 

Dynamic Email is a feature that allows you to create personalized and interactive email content that adapts to the individual recipient. It leverages the capabilities of HTML and AMP (Accelerated Mobile Pages) to provide a more engaging and interactive email experience. Here's how Dynamic Email works:

  1. Creation: To create a Dynamic Email, you start by designing the email template using the capabilities provided by your email service provider (ESP), such as Salesforce Marketing Cloud (SFMC). You can use Content Blocks, personalization variables, and conditional statements to customize the content based on recipient attributes or data.
  2. Personalization: Dynamic Email allows you to dynamically insert personalized content in the email based on recipient data. This can include information like the recipient's name, location, recent purchases, or recommendations based on their preferences. The email content is dynamically generated at the time of open or based on the predefined rules.
  3. Interactivity: Dynamic Email goes beyond static content and allows you to include interactive elements within the email. This can include accordions, carousels, image galleries, forms, or even real-time data updates. Recipients can interact with these elements directly within the email, without needing to visit a separate webpage.
  4. Real-time Updates: Dynamic Email can fetch real-time data and update the content of the email when it is opened or at specific intervals. This ensures that recipients see the most up-to-date information, such as the latest product availability, pricing, or inventory status.
  5. AMP Integration: Dynamic Email often utilizes AMP, an open-source framework for creating interactive web pages, to enhance the email experience. AMP allows for more dynamic and interactive elements in the email, such as forms for submitting feedback, making reservations, or even completing purchases.
  6. Compatibility: It's important to note that not all email clients or devices support Dynamic Email and AMP. Some email clients may display a fallback version of the email without interactive elements or may not render the email as intended. To ensure a wider reach, it is recommended to include a fallback version for email clients that don't support dynamic features.

Overall, Dynamic Email transforms the traditional email experience by delivering personalized, interactive, and up-to-date content directly to the recipient's inbox. It enables marketers to provide more engaging and relevant experiences, leading to higher click-through rates, improved conversions, and better overall customer engagement.

 

You can define a dynamic content block in an email to display (render) information based on the subscriber’s attributes, data extension values, or audiences. 

 

Example: to personalize an email according to gender, instead of building 2 emails (one for male subscribers, and another for females), you can build a dynamic content block that will render the correct content based on gender.

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