Dynamic web content (DWC) refers to web or digital content that changes based on data collected about your contacts, their interactions, preferences, and other real-time information. It is used to provide personalized, engaging, and relevant experiences for your different contacts and audiences.

Campaign Studio provides the following types of DWC:

• Dynamic web content for websites can be used in:
  • External webpages
  • Campaign Studio landing pages
  • Dynamic web content for emails can be used in:
    • Email subject line
    • Email body

Preparing for personalization¶

DWC can be used to create targeted marketing campaigns, delivering personalized content to specific audiences based on their data, past interactions, or demographic information. Before creating DWC, consider the following to ensure that your content is effective and relevant:

• Contact Data: Determine what contact data is needed and how to collect it. For example, contact location, behavior, and preferences. Ensure that your database contains the necessary information for Campaign Studio to identify which users must see your personalized content.
• Default Content: Decide what default content contacts will see if they do not meet the criteria for the DWC or are not tracked as known contacts.
• Personalization: Decide how to customize content for different users, such as through recommendations and custom messaging.
• Placement and Audience: Identify where you want to show personalized content and for which audiences you want to personalize the content.