Optimal use of dynamic content

Optimal use of dynamic content

What are dynamic contents?

Dynamic contents are a powerful tool in Mailingwork that allows you to send personalized content to different recipient groups in a single mailing. Unlike simple personalizations such as inserting a name, with dynamic contents you can vary entire text blocks, images, or other elements according to target group.

Imagine you want to mention a regional contact person in your newsletter - with dynamic contents, the appropriate contact is automatically displayed, depending on where your subscriber lives.

When should you use dynamic contents?

Dynamic contents are particularly useful when:

  • You have recurring text modules that should be different for various target groups
  • You want to provide multiple variants of content (e.g., different contact persons, regional offers)
  • You don't want to create a separate mailing for each target group

They are less suitable for entire articles, but rather for individual elements such as:

  • Contact details of regional representatives
  • Location-specific information
  • Product recommendations based on customer interests
  • Language or culture-specific content

How to create dynamic contents

Step 1: Create dynamic content

  1. Click on "New dynamic content" in the top right under Modules > Dynamic Contents
  2. Enter a unique name and optionally a description in the "Basic settings" tab
  3. If your account belongs to a tenant system and has the "Share" right, fill in the "Global alias" field

Step 2: Create variants and assign target groups

  1. Switch to the "Variants" tab
  2. Create different content variants
  3. Assign the desired target group to each variant
  4. Design each variant with HTML and text parts

Step 3: Insert dynamic content into the mailing

  1. Place the mouse cursor at the desired position in the mailing
  2. Select your dynamic content via the input aids on the "Personalization" tab
  3. Insert it into your mailing with a click

Best Practices for dynamic contents

Prioritize your variants correctly

The target group check is performed from top to bottom. Therefore, sort your variants "from specific to general":

  1. The most valuable and specific variant at the very top
  2. More general variants in the middle
  3. An emergency variant without a target group at the bottom, which applies when no other variant matches

Always create an emergency variant

Without an emergency variant, subscribers who don't fall into any of your defined target groups would see nothing at the position of the dynamic content.

Test your dynamic contents thoroughly

Before sending, you should send test emails with different personalizations that belong to different target groups to ensure that the correct variant is displayed.

Practical example: Regional contact persons

Suppose you want to display different contact persons in your newsletter depending on where the subscriber lives:

  1. First create three target groups for different regions (e.g., Northern, Central, and Southern Germany)
  2. Create a dynamic content with four variants:
    • Variant 1: Contact person Northern Germany (for postal code area 1-3)
    • Variant 2: Contact person Central Germany (for postal code area 4-6)
    • Variant 3: Contact person Southern Germany (for postal code area 7-9)
    • Variant 4: Nationwide contact person (without target group as emergency variant)
  3. Design the HTML and text part for each variant with the respective contact details
  4. Insert the dynamic content at the desired position in the newsletter

Recipients now automatically see the relevant contact person based on where they live.

Avoid common mistakes

  • Missing emergency variant: Always provide a variant without target group assignment as a safety net
  • Incorrect order: Pay attention to the sorting from specific to general
  • Too many variants: Keep the number of variants manageable to limit maintenance effort
  • Incomplete testing phase: Test all possible scenarios to ensure that the correct content is displayed

With dynamic contents, you make your mailings more personal and relevant for your subscribers. This can lead to higher open and click rates and ensures that your recipients feel better addressed.