Dynamic Content Blocks in Salesforce Marketing Cloud (SFMC) allow you to personalize email content based on subscriber attributes, preferences, or behavior. This helps deliver highly relevant messages, improving engagement rates and conversions.

What is a Dynamic Content Block?

A Dynamic Content Block displays different content (text, images, buttons, etc.) to different recipients based on predefined rules and conditions.

•  Use in Emails, CloudPages, and Landing Pages.
•  Personalize content based on data extensions, lists, or attributes.
•  Uses rules to show different versions of content dynamically.
•  Supports AMPscript, dynamic rules, and third-party data.

Steps to Implement Dynamic Content Blocks

1️.Open Content Builder

1. Log in to Salesforce Marketing Cloud.
2. Navigate to Email Studio → Content Builder.
3. Click “Create Content” → “Email Message”.
4. Select a template or create a new email.

2️. Add a Dynamic Content Block

1. Drag & Drop the “Dynamic Content” block into your email.
2. Click on the Dynamic Content Block to open the settings.

3️. Define Dynamic Rules

1. Select “Define Rules” to create variations.
2. Choose a Data Source (Subscriber attributes, Data Extension fields).
3. Set Conditions (e.g., if Region = “USA”, show one image; if Region = “Europe”, show another).
4. Upload content variations (text, images, HTML).

Example Conditions for a Retail Campaign:

4️.Apply a Default Content (Fallback)

• If a subscriber does not match any rule, a default message will be shown.
• Ensure your default content is generic and relevant.

5️.Preview & Test the Dynamic Content

1. Click “Preview and Test”.
2. Select “Test by Subscriber” to see how the email looks for different audience segments.
3. Click “Validate” to ensure all rules work correctly.
4. Click “Save & Activate” when ready.

Advanced Methods for Dynamic Content

1️.Use AMPscript for More Control

AMPscript can be used within dynamic blocks for more complex personalization.

%%[

VAR @region

SET @region = AttributeValue(“Region”)

IF @region == “USA” THEN

   SET @banner = “https://example.com/usa-banner.jpg”

ELSEIF @region == “UK” THEN

   SET @banner = “https://example.com/uk-banner.jpg”

ELSE

   SET @banner = “https://example.com/default-banner.jpg”

ENDIF

]%%

<img src=”%%=v(@banner)=%%” alt=”Sale Banner”>

2️.Use Dynamic Content in HTML Blocks

Instead of using the Dynamic Content Block, you can create custom HTML with AMPscript for fully customizable experiences.

%%[

IF AttributeValue(“Gender”) == “Male” THEN

]%%

    <p>Exclusive Men’s Offer! Shop Now.</p>

%%[ ELSE ]%%

    <p>Exclusive Women’s Offer! Shop Now.</p>

%%[ ENDIF ]%%

Best Practices for Dynamic Content Blocks

• Keep rules simple to avoid processing delays.
• Use fallback/default content for unmatched subscribers.
• Test with multiple subscriber records before sending.
• Optimize images for mobile and desktop.
• Combine AMPscript & Dynamic Content Blocks for more flexibility.

Use Cases for Dynamic Content

• Retail: Show different promotions based on location.
• E-commerce: Display personalized product recommendations.
• Travel: Show destination-specific offers.
• Finance: Personalize based on customer segment (e.g., premium vs. basic).