In the modern age of email marketing, many brands are scrambling to capture and retain the attention of their audience. When more and more customers feel comfortable breaking up with brands because of a poor customer experience (58% according to a recent Microsoft survey), brands need to find a way into the minds and hearts of their subscribers. 

Dynamic Content In Salesforce Marketing Cloud

And one of the most effective ways to do this is by creating ultra-personalized email campaigns with dynamic content.

In this blog, we will know about how we can create dynamic email content in the salesforce marketing cloud. We will cover things like:

  • What is Salesforce Dynamic Content in Email
  • Why do you need HTML dynamic content in emails
  • How to Create Dynamic Content in SFMC with Content Creator

Dynamic content can power your email marketing, so if you haven’t tried it yet, now is a great time to start!

  • Why do I need dynamic email content and what is it?
  • Firstly, we have to know what is HTML dynamic content?

For everyone to stand out from me in today’s email marketing space, personalization must be the most important element of your brand strategy.

This Is Because:-

Brands that use email personalization generate 17% more revenue than brands that do not use personalization.

A successful email marketing strategy gives customers what they want and when they want it.

But a super-successful email marketing strategy also takes the guesswork out of giving them what they want before they even know they want it!

Here Dynamic Content in Emails Can Make a Significant Difference.

Dynamic content in emails enables brands to win the “competition for the inbox” in the short term while building meaningful relationships with audiences, building loyal super-fans, and ultimately generating more revenue (and profit!) in the long term.

Dynamic content gives each email subscriber easy access to relevant information to create a personalized experience.

Email marketers use data about customers to define variables that they then use to create the tailored and dynamic email content. This data can be:

  • Demographic: Age, Name, Gender, Location
  • Practical: preferences, purchase data, offers
  • Firmographic: Role, Industry, Address of Work
  • Psychologist: Lifestyle, Interests, Hobbies

This approach requires a bit more effort than creating a normal email for a mass audience. However, the high return is more than worth it.

65% of marketers rate dynamic email content as their most effective personalization strategy.

Now that you know what dynamic email content is, and why it’s important to your brand, let’s learn how to create dynamic content in SFMC with the Content Creator Tool.

Ready to dive into Salesforce Dynamics? let’s go!

Create Dynamic Email Content with Content Builder and Salesforce Marketing Cloud

Create Dynamic Email Content with Content Builder

The content creators at SFMC are best at building dynamic email templates with asset varieties—images, copies or offers—that is quickly adjusted to dynamically personalize each email for each recipient. Content, which can be used in any type of email other than text-based email messages, is displayed according to rules you define within the content creator based on customer attributes or data extension values (see the previous section). If a particular customer doesn’t meet the rule you’ve created, the default content specified in the Default Content field will be displayed in their email. SFMC also offers dozens of email templates that make it easy to create personalized emails that promote meaningful engagement.

Content Creator

In Content Creator, advanced dynamic content blocks are ideal if you don’t want to create data extensions and complex rules for each content variation. Instead, you can create localized content and multiple audience segments by easily importing data from a CSV file and using built-in drag-and-drop tools, on-screen buttons, and templates. Knowledge of HTML coding or AMPscript is not necessary, as you do not need to write custom code.

Step-By-Step Process for Creating Advanced Dynamic Content Blocks in Content Creator

In the example below, we create a dynamic email template that will go right below the brand logo. This content will be localized for customers in different countries.

Step1: In Salesforce Marketing Cloud, go to Content Builder 

In Salesforce Marketing Cloud, go to Content Builder

Step 2a: Import a delimited CSV file containing the property names and content variations for each asset. This will enable you to create multiple versions of dynamic content each targeted at a specific audience.

Step 2b: Localizing this content, eg. Depending on the location when you actually create the email will help you target this content.

Step 2c: Import the localized file

Step 3: Choose the email you want to tailor. Now you can add local content to it.

Step 4: To edit your email content, drag and drop the dynamic content block into the email

Step 5: The content creator saves the asset as an “advanced dynamic content map” in the content library.

You Can:

In templates and emails, you can use these maps as blocks

Link your advanced dynamic content to an audience during import, or when adding blocks to an email or template

Step 6: Before sending them, you can preview the different variations. After this step, you can select your audience.

You can preview each version if you have created multiple language versions.

You can preview each version if you have created multiple language versions.

If all translated and localized versions look fine, click Edit Edit, and then click Next.

Step 7: Send test email.

Step 8: If the test email results are as expected, you can now deploy your email campaign with dynamic content.

Conclusion

To create hyper-personalized emails you can use dynamic email content software in the Salesforce Marketing Cloud. It will show your audience that you care about their preferences and are willing to make the effort to cater to their needs.

Author

With a decade of experience in eCommerce technologies and CRM solutions, Virendra has been assisting businesses across the globe to harness the capabilities of information technology by developing, maintaining, and improving clients’ IT infrastructure and applications. A leader in his own rights his teammates see him as an avid researcher and a tech evangelist. To know how the team Virendra can assist your business to adopt modern technologies to simplify business processes and enhance productivity. Let’s Talk.