Marketing Creatio
PDF
This documentation is valid for Creatio version 7.15.0. We recommend using the newest version of Creatio documentation.

Configure dynamic content for emails

Dynamic content enables changing the email content depending on the recipients’ segment. You can use any contact-related    information for configuring the dynamic content – location, purchase history, website activities, gender, age, etc. This way, the recipients will get only the relevant and personalized information, increasing the number of loyal customers and email efficiency in general while decreasing marketing email expenses targeted at separate audience segments.

Setting up an email with dynamic content involves the following steps:

1.Creating a new email record. You can use dynamic content in both bulk and trigger emails. Read more about creating marketing emails in the Add a bulk email and How to create a trigger email articles.

2.Setting up an email template. Build a template structure and add the content using regular Content Designer elements. Learn more in the Configuring an email template article.

3.Set up the dynamic content rules that will determine the conditions for segmenting email recipients. One email can have no more than 7 dynamic content rules. You can view the list of rules, add, edit or delete them in the Content Designer. Read more >>> 

4.Set up the dynamic content of the template. Select the blocks, whose data should differ based on the recipient’s segment. Set up variants of the content for every rule created at the previous step. Read more >>> 

5.Use the “Preview” mode to see what your template looks like for different segments.

6.Send a test email to check the template display in different mail clients. Learn more about test emails in the How to send a test email article.

How to set up dynamic content rules

After you add a new record in the [Email] section, populate its fields and build the email structure, configure the rules for segmenting the audience and add the dynamic content.

To add a new dynamic content rule, perform the following steps (Fig. 1):

Fig. 1 Setting up dynamic content rules

section_email_add_dynamic_rules.gif 

1.Open the template setup area. To do this, select any content block in the template and click btn_marketing_plans_detail_menu.png on the right border of the block.

2.In the block setup area, open the [Rules] tab.

Note

The [Rules] tab might be hidden in the block setup area. To open it, click btn_open_rules.png next to the [Dynamic content] tab (Fig. 2).

Fig. 2 Opening the [Rules] tab in the block setup area

section_email_add_rule.gif 

3.In the [Dynamic content rules] area, click [Add rule].

4.In the [Filter condition settings] area, specify the rule name and set up a filter to determine the group of recipients for this specific rule.

We will be using two dynamic content rules in our example: “Ladies” and “Gentlemen”. You will need to repeat steps 3-4 for each dynamic content rule. Filter conditions for the rules:

“Ladies”: contacts with the “Female” value in the [Gender] field (Fig. 3);

Fig. 3 Setting up filter for the “Ladies” dynamic rule

section_email_ladies_rule_filter.png 

“Gentlemen”: contacts with the “Male” value in the [Gender] field (Fig. 4).

Fig. 4 Setting up filter for the “Gentlemen” dynamic rule

section_email_gentlemen_rule_filter.png 

Note

You can save time for setting up the rules that are used most often by copying their settings from dynamic folders of the [Contacts] section. To do this, click the [Select from lookup] button next to the [Set up filter conditions] field and specify the needed folder. The folder name and conditions are automatically applied to the selected rule.

To edit a rule, select it on the [Rules] tab of the content block setup area and modify the corresponding name or filter condition.

To delete a rule, select it on the [Rules] tab of the content block setup area and click the btn_set_columns_delete.png button (Fig. 5).

Fig. 5 Deleting a dynamic rule

section_email_deleting_rule.png 

How to set up dynamic contents for content blocks

After setting up the dynamic content rules, create and add content blocks to the template. In our example, the blocks containing the promotion description, the button and the unsubscribe link will be the same for all recipients (static), while the block with images will be dynamic and changeable.

To set up the dynamic contents for a content block (Fig. 6):

Fig. 6 Configuring content blocks

section_email_add_dynamic_content.gif 

1.Select the content block, whose contents you want to make dynamic. Click btn_marketing_plans_detail_menu00093.png on its right border.

2.In the block setup area, open the [Dynamic content] tab and click [Add segment].

3.In the opened window, select the dynamic content rule that will determine the audience for receiving this specific content variant.

4.Repeat steps 2 and 3 for all rules that will affect the contents of the current content block. In our example, these are the “Gentlemen” and “Ladies” rules. You can apply the same rule to a content block only once.

5.On the [Dynamic content] tab, click [Add default content]. The segments with default content will be sent to the recipients who do not correspond to any of the selected dynamic content rules. In our example, these will be the addresses of contacts whose [Gender] field is empty.

Note

If you do not add a default content segment to a dynamic content block, the recipients that do not match the conditions of any of the dynamic rules will receive emails without this block.

As a result, the content block will have three segments, for which you can set up different content.

6.If a recipient matches the conditions of two and more rules, set the priority for these rules. In this case, the recipient will only see one content variant configured for a higher priority rule. Set up the priority of dynamic content rules for each segment using the btn_move_dynamic_rule_up.png and btn_move_dynamic_rule_down.png buttons to the right from the rule name.

7.Click the btn_dynamic_segments.png button in the upper left corner of the content block and select a segment.

8.Configure the content in the selected segment.

9.Repeat steps 6 through 7 for all dynamic segments of the template.

Note

No more than 30 dynamic segments can be set up for one email.

10.Save the template.

As a result, several replicas will be generated in the email template.

A “replica” is a variant of displaying the content depending on the configured rules. You can see all the replicas in the Content Designer, in the preview mode (Fig. 7) or on the email page. Replica names are based on the names of the corresponding dynamic rules that are applied. In our example, the replicas are “Gentlemen”, “Ladies” and “Default”. If a template contains more than one dynamic block, replica names will include combinations of rules from all blocks: “Block A rule + Block B rule”, for example, “Gentlemen + New York”.

Fig. 7 Template replica preview in Content Designer

gif_section_email_preview_dynamic_content2.gif 

Note

Evaluate the display of the template in different mail clients, To do this, send a test email. More information on the topic is available in the How to send a test email article.

After you send your email, you will be able to estimate its efficiency as a whole and the efficiency of each replica separately. More information on the topic is available in the Email analysis article.

See also

Marketing Content Designer

Configuring an email template

Email guidelines

Add a bulk email

How to create a trigger email

Did you find this information useful?

How can we improve it?