Dynamic content has become an inevitable part of email marketing. It's basically the process of displaying content to your leads that is relevant to them based upon them matching a particular criteria you have set previously. 

To put it in simpler terms, it is the right content for the right people at the right time. 

How to use the dynamic content

While creating an email campaign, you go on to select a pre-designed or basic template to add content, and then click Advanced --> Dynamic to create dynamic content.

Let's take a look at a user scenario that will help you understand the concept of dynamic content better. 

Michael runs a clothing store that sells outfits for all seasons. It would make no sense if Michael sends an email campaign about a summer clothing sale to leads living in a cold region like Alaska. Nor will it be relevant to send an email campaign about a sale in winter clothing to leads living in a hot place like Arizona.