Dynamic content insertion

This term is mainly used to refer to when an email is personalized to a group of people.

Email personalization rules are defined to automatically tailor copy or creative of  an email or newsletter based on the interests or profile of a user.

For example,

IF <job role> = “marketer” then display “copy or image relevant” to marketer (syntax varies by different platforms).

It’s like a mail-merge.

Another form of dynamic content insertion is Keyword insertion in Google Ads which lets you automatically update your ads with the keywords in your ad group that caused your ads to show. This can help make your ads more relevant to users searching for what you offer and so increase clickthrough rate.


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Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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