Adding dynamic content to either a Composer or HTML email delivers a personalized experience to your contacts by displaying components of the message that are tailored to their preferences, purchase behaviors, or whatever criteria you choose.

Learn How Dynamic Content Works

Dynamic Content in Composer

Dynamic Content in HTML

Preview the Dynamic Content

Dynamic Content Reporting



How Dynamic Content Works

A Dynamic Content Container (DCC) contains multiple variations of content that use filters to determine which version a contact will receive. The filters are read from the top down, which ensures a contact will receive the first variation (and only that variation) to which they meet the criteria.

Default Variations

Each DCC contains a default variation; the last version in the container that will go to any contact who doesn't fit the filter criteria in all other versions.
▪️ Content: It is optional to add content to this version but may beneficial
depending on the campaign strategy.
▪️ Filters: A filter can be applied to the default variation, however, if a contact does
NOT fit the filter requirements (No Matched Filter) applied to any of the
variations the email they receive will NOT contain the dynamic content.

💡 Variation is the term used in Composer, Version is the term used in the HTML.



Dynamic Content in Composer

Within the email authoring page, scroll to the email composition section > Click Composer > Start from scratch Or click Edit Design to add to an existing design.

Adding the static portions of the email, such as the header and footer may provide more context to where the dynamic portion of the message belongs, but it is not required to do this first. Learn more about building your email in Composer.

Add the Dynamic Content Container

  1. Drag and drop the dynamic content element onto the canvas.
  2. Click the container on the canvas to open the properties panel.
  3. Enter a Container Name.
  4. Click New Variation.
  5. Click Edit on a Variation to name and apply the filter.
    ▪️ Enter a Variation Name.
    ▪️ Click Add Filter to add legacy filter logic.
    ▪️ Click Save to apply updates.
  6. Click the Elements tab to add the creative content to the variation.
  7. To add additional Variations click New Variation.
    ▪️ Repeat steps 4-6 to configure each new variation.
  8. Configure the Default Version - if applicable.
  9. Click Done to complete the Dynamic Content block setup.
    ▪️ The message collapses the dynamic content container to display only the first variation.

💡 A few things to note:

  • The red outline around a variation (both on the canvas and within the property panels) signifies a filter needs to be applied.
    ⚠️ The message can still be sent without the filters, but everyone will receive the first variation in the DCC.
  • Up to 10 variations of dynamic content can be added to one container.
  • More than one container can be added to a single email.
  • Personalization tags can be used in the variations to further customize the contact's experience.

Editing the Dynamic Content Container

Editing the Structure

Once a container has been created, the collapsed structure can be moved to another location in the email, duplicated, or even deleted by using the icons on the left and right sides.

Editing the Content

Click Edit Dynamic Content to make changes to the filters, creative content, or to reorder the variations.

  1. To edit a filter - from inside the properties panel:
    ▪️ Click Edit > Edit Filter.
    ▪️ Click Save to apply updates.
  2. To edit the creative: click the Elements tab and make changes to a variation.
  3. To reorder a variation: either select the drag icon to the left of the variation name in the properties panel or use the drag icon on the canvas to move it above or below another variation.
    💡 This is beneficial when a contact meets the criteria of more than one of the filters; changing the order allows you to prioritize the content they will receive.
  4. To delete a variation - from inside the property's panel:
    ▪️ Click Edit > Delete.
  5. Click Done to apply the changes.


Dynamic Content in HTML

  1. Navigate to Authoring > New Message or Saved Message.
  2. Scroll to the Add New Dynamic Content Area.

⚠️ This feature must be enabled on the List Settings page to use on the email authoring page.

Create the Dynamic Content Container

Follow these steps to create a DCC:

  1. Click Add New Dynamic Content Area.
  2. Enter a Dynamic Content Name.
  3. Click Add Version.
    ▪️ Enter a name for the Version.
    ▪️ Click Update to apply legacy filter logic.
    ▪️ Click the Save Icon to the right of the Version name to apply the name and filter settings.
  4. Click the Content Edit Icon to add the HTML content component.
  5. Choose an existing dynamic content component or create it while in the Saved Content library.
  6. Click Insert Content to apply to the DCC in the message.
    ▪️ Repeat steps 2-6 to add the additional Versions.
  7. Configure the Default Version - if applicable.
  8. Click Save to complete the Dynamic Content block setup.

Add the Dynamic Content Block to the message

Once a Dynamic Content Block has been created it will generate a unique tag that can be placed in a message. Copy the Tag [[DynamicContent]] into the body of the HTML where this content is to be displayed.


Create the Dynamic Content in the Content Library

  1. Select or create a folder.
  2. Click the New Dynamic Content Icon.
  3. Enter a New Content Name.
  4. Click the <> HTML button on the bottom of the page.
  5. Add the HTML for your specific content to the canvas.
  6. Click Save.

💡 A few things to note when using Dynamic Content in HTML
▪️ When adding in the specific HTML only include elements specific to the content variation. Set additional padding, alignment, or other elements in the message.

▪️ Once a variation has been applied to a container, it will become locked and edits
can no longer be made to that variation. However, Save As the variation and
rename it to make edits and use it in a new container.


Editing the Dynamic Content Container

Learn how to edit a Version or the filters within a DCC.

Editing content
Editing content
  1. Click the Trashcan Icon to delete the Version (including the filters applied to it).
  2. Click the DCC name to edit the Content or the filters.
  3. Click the Version Edit Icon to change the name.
  4. Click the Content Edit Icon to edit the HTML
    ▪️ Click Save > Insert Content to apply updates.
  5. Click Edit Filter to update the filter
    ▪️ Click Update to apply changes.
  6. Move a Version above or below another Version by using the arrows to the left of the name.
  7. Cancel and action by clicking on the Cancel Icon or Cancel button.

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Preview the Dynamic Content

Review the different variations of the email before it's scheduled to send by using contact data or by selecting a variation. Click the Preview button to begin. The preview feature is the same when building the DCC in Composer or in HTML.

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Use Case Examples

Read more about the below example use cases in the Listrak Blog.

  • Tailor Promotions to Your Core Send and Buyer Groups
  • Interest Level Hero and Lifestyle Imagery
  • Category and Brand Level Call to Action
  • Tailored Incentives

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