Need to create a single email with content that changes based on information we have on our leads, but don’t feel comfortable writing code? You can create Dynamic Emails in SharpSpring without the need for a developer, using our in-application feature built directly into the email designer. This article will walk through how to use the feature.
Defining a Dynamic Email
Dynamic Emails contain content that changes based on information that we have on a lead. As an example, let’s use a lead who is interested in services that a Marketing Agency provides. These services could be Branding, Website Design & Development, Digital Marketing or Creative Services. When a lead shows an expressed interest in one of those services we can change a Custom Field in SharpSpring to capture said interest.
The lead then fills out a form on our site for more information on the service in which they are interested that then triggers an email autoresponder from SharpSpring. Using a Dynamic Email, we only need to create one email that sends to all leads who fill out the form - however the content within that email will be specific to the interest of that lead.
Dynamic Emails help to significantly increase conversion rates as we are delivering messages that are tailored to the recipient.
Dynamic Content Rules
Similar to Dynamic Landing Pages, Dynamic Content Rules control what content a specific lead will see based on the information we have on that lead in your instance of SharpSpring.
Creating Dynamic Content Rules
On the left sidebar of the Email Designer, click the Dynamic Content icon (the lightning bolt), then click Add rule group.
Use the Manage Rules pop-up to create the rules. You can choose a previously built rule group, or create one from scratch. When creating a New Rule Group, you will be prompted to provide a name for the group and then choose the criteria.
If you are adding multiple attributes to a rule group, make sure to choose if we would like to consider ANY or ALL of the attributes when displaying our variable content.
Rule Attributes are made up of both System Fields and/or Custom Fields that are being taken in consideration when evaluating the content to show. For example, we could use a Custom Field called Primary Service Interest that contains the values Branding, Web Design & Development, Creative Services, and Digital Marketing and have different content blocks that display when a lead has that specific field set to one of those values.
After creating your Dynamic Content Rule, our next step will be to create Rule Segments, which are the variations of our Field Type and the conditional. In the example above, we would create Rule Segments for when Primary Service Interest equals Branding, Web Design & Development, Creative Services, or Digital Marketing.
NOTE: Rule Groups and Rule Segments are universal, and modifications to either will impact all emails or landing pages the rules are currently applied.
Important! If you're using a custom field for the dynamic content, it needs to be set to be available as an email merge variable
Creating Dynamic Content blocks
While in the Email Designer, hover over the content block and click the Dynamic Content icon (lightning bolt). There is a line item for each Rule Segment that you selected in the section above. Click the one you want to use.
When the Content Editor opens to the right, simply create the content that you would like to display when the lead has a field value equal to the Rule Segment. You can add different images, copy, calls to action, links, etc. Anything that you would have previously added to a content block can be added here. Customize the messaging with Merge Variables or send specific Media Center links depending on the lead.
Once you have finished creating your Dynamic Email, on the top right, click Save.
Creating Dynamic background images
You can also have the background image of a layout dynamically change based on a rule segment or persona.
To do this, click the Dynamic Content icon (lightning bolt) for your layout section that is outlined in green, then click to select the rule or persona. You can either paste the link of each background image or upload one by clicking Select File. Click the preview icon from the left menu to view the different background images for each rule or persona.
Test the Dynamic Content
Once the email is saved, you can preview, send, or delete the email. If you want to perform a Litmus Test on the email click to review the article Creating Email Render Tests, Powered by Litmus.
Ideas to Help Get Started
Not sure where to start with Dynamic Emails? Here’s some ideas:
- Use the system field Has an Opportunity to create a Rule Group, and then create Dynamic Emails with variable content based whether or not the Lead has an Opportunity associated to them.
- Lead Status - If a lead is a customer, our content block may point to our support forum or provide an email address for Account Management. If the lead is not a customer (Open, Qualified, etc.) include a content block that directs them to Sales.
- Create a Custom Field called Has Provided Review. If a customer has provided a review, then we show a content block that points them to a refer a friend page. If the customer has not provided a review, we include a content block pointing them to a review forum.
Do you have other ideas and want to bounce them off our team? Submit a training or support ticket using the Get Support feature in SharpSpring.
Frequently Asked Questions
Q. Can I have multiple Dynamic Content Rules in one email?
A. Absolutely. You can create as many Dynamic Content rules and apply them to the email in various sections.
Q. What does a lead see if they do not have anything in the field I build my attribute around?
A. Whenever we create Dynamic Content, there is always a default section and is displayed when a lead does not have anything that qualifies them to see a variable content block.
Q. How do I remove Dynamic Content from a section?
A. After adding Dynamic Content to a section, you can remove the content by clicking on the red lightning bolt and choose Revert to Default.
Q. Can I make my Subject Line dynamic?
A. Yes, you can apply dynamic rule groups to Subject Lines as well.