What is dynamic content?
Dynamic content refers to any online message that automatically updates based on an individual’s behaviour or personal preferences. By leveraging data from customer relationship management (CRM) platforms and APIs, marketing message components can change in real time to align with what brands know about different segments of their audience.
For example, a brand may send a Black Friday promotion with the same core message but include automated product recommendations tailored to each recipient’s previous purchases. Subscriber A may see a promotion for lip gloss, subscriber B may see a promotion for mascara, and subscriber C may see a promotion for foundation.
Dynamic content like this enables the automated, personalised delivery of these slightly but significantly different promotions.
Why dynamic content is important for B2C marketers
Dynamic content is essential for B2C marketers because it allows them to deliver the personalised customer experiences that people now expect—without requiring extensive manual effort.
Personalised content is also relevant content. This matters because the average consumer is bombarded with marketing messages every day. Dynamic content—and the data infrastructure that supports it—offers a way to cut through message fatigue by delivering personalised content at scale.
The benefits of dynamic content in marketing
- Personalised experiences at scale: Since dynamic content generates automatically based on real audience interactions, it enables smaller B2C brands to compete with larger brands (such as Amazon) without requiring extensive manual work.
- Higher engagement rates: People are more likely to engage with messages that contain content reflecting their own experiences, preferences, and actions.
- Increased sales: Product recommendations and offers based on actual user behaviour are far more likely to lead to conversions. This is because dynamic content—such as product recommendations and offers—aligns with customers’ existing preferences rather than making assumptions about what they might like.
- More repeat purchases: Product recommendations based on past purchases—whether they are similar or complementary—are more effective at encouraging repeat purchases than generic promotions.
Dynamic content vs. other content types
Dynamic content stands out due to its automated adaptability. When a brand acquires new information about a subscriber or customer, that information can be automatically attached to specific content. This is why dynamic content plays a key role in delivering personalised customer experiences.
However, other content types are also essential for running campaigns:
- Static content: This content remains the same for all recipients, regardless of their behaviour or preferences. Static content serves as the “default content” of a marketing message and remains essential for most campaigns.
- Conditional content: Similar to dynamic content, conditional content changes based on predefined rules or conditions. However, it differs in that it does not adapt in real time at an individual level. Dynamic content can pull in real-time customer data to personalise content accordingly, whereas conditional content follows a more rigid set of instructions.
Dynamic content examples for email and SMS marketing
- Product recommendations: Use product browsing data and past purchases to send offers highlighting the products someone is most likely to buy.
- Real-time stock updates: Particularly useful for SMS, notify customers the moment an item is back in stock—capitalising on their impulse to purchase.
- Location-based offers: Send exclusive promotions to customers within a specified radius of your physical stores.
- Behavioural automations: Send emails and text messages that automatically respond to user interactions, such as abandoned cart reminders or up-sell offers following a purchase.
- Live order tracking: Enhance the customer experience by sending email or SMS updates at every stage of the fulfilment process.
- Feedback requests: Request reviews or feedback on specific products a customer has purchased.
How Klaviyo supports dynamic content strategies
- Data integration: Klaviyo integrates with multiple data sources, allowing brands to create a single customer view that updates based on customer interactions across multiple channels.
- Flexible personalisation tools: Use segmentation, conditional logic, and personalisation tags to create and manage dynamic content that adjusts in real time based on online interactions.
- Comprehensive support and resources: Access a wealth of resources, including guides, tutorials, and customer support, to refine and optimise your dynamic content strategies.
Klaviyo has helped 167,000 businesses create personalised customer journeys with dynamic content. Sign up for Klaviyo and get started today.