“Dynamic Content” refers to the method of personalizing content—such as texts or images—for an email recipient or a website visitor. Various database characteristics or user behavior can define the dynamic segments.
Here, personalized content and dynamic content are synonyms.
Marketo offers several methods to implement dynamic content, and we would like to introduce two of them here.
Dynamic Segments in Segmentations
A segmentation divides a Marketo database into segments. These segments can be based on one or more characteristics (=database field values). A person can only be in exactly one segment in a segmentation but can indeed be a member of multiple segmentations.
In this case, the segments are defined by exactly one characteristic. The value “German” in the “Language” field defines that the person is in the “German” segment.
Segmentations are constantly updated by Marketo in the background in real-time. If the value in the “Language” field changes from “German” to “Spanish,” the person is immediately moved to the “Spanish” segment.
The purpose of segments is to realize dynamic content in emails and on landing pages.
Email Script Tokens
A word of caution: Email script tokens are not for beginners. Even Marketo Support does not answer questions on this topic. Read more here: https://developers.marketo.com/email-scripting/.
We bring up this topic because our dynamic content demonstration showcases the effectiveness of segmentation and email scripting together. Here, email scripting is adeptly utilized to personalize the greeting for each recipient, a task that requires careful attention across various languages and cultures. For instance, crafting the correct form of address involves pulling and integrating data from fields such as “Last Name” and “Salutation” or “Gender.” This level of personalization ensures that each email feels individually tailored, whether it’s addressing a recipient by name or opting for a more general greeting when specific details are not available. By accommodating for every possible scenario, email script tokens enable a highly customized communication strategy that resonates well with recipients, enhancing engagement and response rates.
If you fill out the form – with a valid email address – you will receive an email in the selected language. It is actually only a single email – only the content elements, in this case the image and text, are dynamically played out. This is the work of segmentation.
The salutation in the email is implemented using an email script as described above. In addition to the available information in “Surname” and “Salutation”, the correct language version is also created.
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