Dynamic content is content that changes depending on the recipient.

Most companies and email marketers use the basics like name and/or company. You choose a token to insert their name and/or company in the subject line or in the body of the email.

[On a side note:  THIS STILL WORKS! Everyone knows we have the ability to insert names into emails automatically. But people LOVE to see their name. And they will open and click more when personalization is used.]

That personalization works. But you can tailor so much more depending on the quality of your marketing automation tool. You can have dynamic content on webpages. For example, you could have someone’s name (might be creepy so be careful with this).

via GIPHY

You could base the page or email on what they purchased in the past. Maybe you include products that go well with whatever they purchased.