Using Dynamic Content in Salesforce Marketing Cloud

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You may have noticed the ‘Dynamic Content’ Block in Salesforce Marketing Cloud Engagement before, yet steered clear of using it, fearing it could be too complicated to set up correctly.


Kumar Gurrampalli headshot
Kumar Gurrampalli

4 mins


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You may have noticed the ‘Dynamic Content’ Block in Salesforce Marketing Cloud Engagement before, yet steered clear of using it, fearing it could be too complicated to set up correctly. If that’s the case, this guide is for you because we’re going to run through the reasons to use dynamic content for email marketing, and provide the basic steps to getting set up.

For the record, there are a couple of ways to insert dynamic content in Marketing Cloud emails and the ‘Dynamic Content’ block is the easiest for fairly simple use cases. There’s also the option to use AMPscript but this involves writing some HTML code and can be more tricky to tackle for non-coders.

In this post, we’ll stick to explaining the standard ‘Dynamic Content’ block.



Why use Dynamic Content?
The Dynamic Content feature in Salesforce Marketing Cloud is not database telemarketing only the best way to ensure subscribers receive tailored content, it’s a huge time saver for marketers too.

It allows us to switch the content in our email content based on the profile attributes of recipients.

For example, a university might have a list of potential students interested in enrolling but each is interested in a different course. With the Dynamic Content block, it’s possible to swap the course or content featured in a single email based on the receiver’s preferred area of study.

First and foremost, this ensures that only the most relevant information is sent to subscribers, which is likely to increase engagement and conversion rates.

The added benefit though is that SFMC users don’t need to spend time creating multiple segmented lists and dozens of versions of the same email. With Dynamic Content blocks, the processes for tailoring and personalising emails becomes much simpler and more efficient.

How to get started