Is Dynamic Content a capability in OEX?

Peter Schnake

I'm hearing a lot about dynamic content in email marketing. Is this a capability in OEX?



From what I'm hearing it sounds like it provides the ability to personalize and target your emails beyond a name merge field.

Matthew Garbarino

Hi Peter, good question. Online Express does not support complex dynamic content beyond merge field data. It's something we have evaluated and continue to watch, but the nature of dynamic content within a segment of an email is complex, making setup complicated and reporting difficult.



That said, you can accomplish the same type of result in a pretty simple way with Online Express. The most important thing to consider is how you would like to segment your list and what content would be appropriate for each segment. Once you have that figured out, you can create a message and send it to the first segment, then copy that message and send it to the next segment, and so on. The benefit of segmenting content this way is that it's easy to see the report statistics to measure any differences in performance.



If anyone else out there is measuring subtle differences in their content to different email segments, I'd love to hear your thoughts and findings!

Peter Schnake

Thanks for the quick reply, Matt.



I definitely understand how dynamic content would make setup and reporting difficult.



And yes, segmentation is a familiar tool to yield similar results. We are excited to incorporate the new Magic Links feature as part our appeals. Thanks.