What You'll Learn

  • What dynamic content communications are and when to use them
  • How to create a dynamic content communication

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What Dynamic Content Is, When to Use It

Dynamic content is a type of communication in Campaigns451 that allows you to send different versions of an email or SMS without having to build multiple versions of the message from scratch.

Instead, you indicate content (subject line, text, images, etc.) that will change based on conditions you set for different groups of recipients. Conditions are like filters that "know" which version to display to the recipient based on things like their geographic location or academic interest.

An example of when you might want to create a dynamic content email is if you're writing to recently admitted students and want to have a paragraph specific to in-state, out-of-state, and international students. Rather than build 3 different emails, you would create 1 dynamic content email and enter the different versions of the paragraph for each group of students. All other aspects of the message could stay the same. Or you could make additional customizations, such as a different subject line for each group.

Create a Dynamic Content Communication

Creating a dynamic content communication is very similar to creating a basic email or SMS. Refer to these steps to get started. Make sure to choose Dynamic Content when selecting the communication type. Once you have the communication started, go to its Conditions tab.

1. Conditions are what determine which version of your communication a recipient will receive. Click Add Condition to start creating them. 

2. A form will open for the name of the condition. Enter the name and short description for your first condition. For example, In State, Out of State, International.

3. Set the conditions for the condition you just named. The conditions will correspond to the versions of the message you create. We will look at how to mark your content to send which versions in a moment. First let's look at the available options for conditions:

Condition Types:
Segments:
A segment is a group that has a shared geographic location, other demographic information, and/or who have done similar things, e.g. started an application. You can create a new segment (User Segment) or load an existing one (User Segment Reference).

Date:
Choose the date condition to use a date as the filter for the condition.

Keep In Mind
If a recipient meets multiple conditions, the version that they will receive will be for the first condition that they meet. That is, if you have 2 conditions and the recipient meets both, they will be sent the content associated with the first condition they meet in the order displayed on the Conditions tab.

4. Click the Setup tab to start entering versions of the subject line, preview text, etc. for each condition.

5. You'll notice that many of the fields have a new option below them: Add a Version. Click this to select a condition, and then enter the text that should be displayed if the recipient meets that condition. Do the same for each field. If you don't add a version for a field, the default content will display regardless of any conditions the recipient meets. 

6. Click on the Content tab to start entering the different versions of content for each condition. We'll look at both SMS messages and emails.

SMS ContentOn the left side of the SMS Content tab, you'll see a tab for Default content. Enter content that should go to recipients if they don't meet condition(s).

To add versions of the SMS for specific conditions, click Add Version. You'll select the condition and then enter the corresponding content. Add more versions for other conditions as needed.

Email Content
Setting versions on email content is similar to variations for A/B Testing.

  • Click a row and the blue circle menu. Select one of the Add Variable options:

Duplicate: Copy the current row's content to edit.
New: Create a new row that will take the place of the chosen row when conditions are met.

  • You will then be asked to choose a condition that will determine the content for the new row, and then how many columns should be in the row. Once you select the condition and number of columns, you will see the condition name as a new tab next to the default version.
  • Set as many different versions of as many rows as you would like and enter the content elements for each version.

7. To see how the different versions of the message will appear to recipients, click the Preview tab. Unlike in a basic email or SMS, in a dynamic content communication, you'll see a tab for Condition Settings. Click the conditions on and off to compare the different versions of your message.

8. To test the versions of your message, open the Test tab. Select the version to send a test of. 

9. When you're happy with your dynamic content communication, set it up to send as you would a regular email or SMS.

Continue reading about Campaigns451 features: learn how to test different content in a message and send the most effective version.

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