Using dynamic content in your newsletter

Dynamic content allows you to personalize your newsletters at scale by showing different content to different subscribers — all within a single post, automation email, welcome email, opt-in email, or even on the web.

Instead of sending the same message to every subscriber, you can use subscriber data such as behavior, location, custom fields, or past actions to control which content appears. This makes your emails feel more relevant and intentional, helping drive stronger engagement through tailored messaging, recommendations, and offers.

In this article, you’ll learn how to apply dynamic content to a post, preview how it appears for different subscribers, and review common questions about using this feature.

Dynamic content is applied at the block level using Visibility settings in the Post Builder. This means you can control who sees specific sections of a post without creating multiple versions of the same email. 

1. Open a post that you want to apply dynamic content to. 
    
2. While on the Compose page, locate the block you want to personalize. Click the 6 dots menu to the left of the block, then select Visibility.
   
   
   
3. From the Visibility menu, select Dynamic content conditions. 
   
   
   

4. If you’ve previously created dynamic content conditions, they’ll appear as selectable options. To create a new condition, click Create dynamic content condition.
   
   
   
5. In the module that appears, enter a clear, descriptive name for the condition (required). Click + Condition to define the rule. Use the field arrows to search and select the appropriate subscriber data.
   
   To add more criteria, click + Condition again. When finished, click Save.
   
   
   
6. Once saved, you’ll receive a confirmation message at the top of your screen. A dynamic content merge tag icon will also appear in the top-right corner of the block, indicating that visibility rules are applied. Hovering over the icon will show how many subscribers will be sent the email. Clicking this icon will reopen the dynamic content conditions for that block.
   
   Use the Any or All options at the top of the conditions module to control which subscribers must meet the criteria. Toggle any conditions on that you want to apply to the block or section.
   
   
   
7. To update a condition, click the pencil icon next to the condition name. Here you can update the name, or condition attributes. If the condition is in use, you will see a message at the top that indicates you will be updating other posts or emails.
    
8. To stop using a condition on a block, toggle it off.
   
   Once disabled, click the 3 dots menu next to the condition to Edit or Archive it.
   
   
   

Because dynamic content is subscriber-based and applied at the block level, previewing your post allows you to confirm how different subscribers will see your content before sending.

To get started, open the post you’re working on and click Preview in the top-right corner of the Post Builder.

At the top of the Preview page, use the available options to control what you see.
Choose between:

• Search tiers and conditions 
• Search for a specific subscriber

Subscriber tiers and dynamic content conditions can be selected together. If you choose a combination that cannot work at the same time, you’ll receive a Conflicting selection warning explaining which selections are incompatible.

To preview dynamic content as intended, select the specific conditions applied to your blocks. Alternatively, use the subscriber search to preview the post exactly as one of your readers would receive it

You can also switch between Email, Web, Desktop, and Mobile views to see how your content appears across different formats and devices. To return to the Post Builder, click the X in the top-right corner of the Preview page.

From the Post Builder, you can continue moving through the post flow tabs at the top: Audience, Email, Web, and Review.

When you’re finished, click the X in the top-left corner of the Post Builder to return to the Post page. On the Overview tab, you’ll see a list of any dynamic content conditions applied to the post.

What types of subscriber data can I use for dynamic content?
You can use a variety of subscriber data when setting up dynamic content, including custom fields, subscriber tags, and acquisition or behavior data. The options available to you will depend on the information you’ve collected about your audience.

Similar to segments, you can apply many conditions to dynamic content. The current list includes: Email, Tier, Signup date, Free trial, Custom Field, Subscriber tag, Channel, Source, Medium, Campaign, Referring URL, External embed, Referral count, Poll response, and survey response.  
Can I apply more than one dynamic content condition to a post?
Yes. Dynamic content is applied at the block level, so you can use multiple conditions across different blocks within the same post to create varied experiences for different subscribers.
What happens if a subscriber doesn’t meet any dynamic content conditions?
If a subscriber doesn’t meet the conditions for a dynamic content block, that block will not display for them. Make sure your post still makes sense for subscribers who may not see all dynamic sections.
Can I preview dynamic content before sending?
Yes, and it’s a best practice to do so. The Preview option allows you to view your post using different subscriber tiers, conditions, or specific subscribers, helping you confirm that dynamic content appears as expected. You can also send a Test email choosing a subscriber who meets the specific conditions.
Can I edit or remove dynamic content after it’s added?

Yes. You can edit a dynamic content condition at any time by clicking the pencil icon next to the condition. To stop using a condition on a block, toggle it off, then use the 3 dots menu to edit or archive it.

If the email has already been sent, changes will not apply retroactively. However, once a condition is removed and your changes are saved or published, the dynamic content will no longer appear in drafts, automation send steps, or welcome and double opt-in emails.

Can I view dynamic conditions in the post clickmap?
No. Clickmaps don’t support content with conditional visibility, so sections using dynamic content conditions won’t display accurately in a clickmap view.