bpm'online marketing

Bulk email dynamic content

Bulk email dynamic content enables displaying or hiding different content in a bulk email, depending on the recipient’s segmentation characteristics, such as location, website activities, purchase history, gender, age, etc.

Any contact information available in bpm’online can be used to segment bulk email audience and generate dynamic content. This way, subscribers of different segments will receive personalized and relevant information, increasing the general adoption of your audiences and minimizing the number of unsubscribes.

Setting up a bulk email with dynamic content involves the following steps:

1.Creating a new bulk email record. Read more >>> 

2.Creating a bulk email template. Read more >>> 

3.Setting up dynamic content rules to segment the bulk email audience. Read more >>> 

4.Setting up dynamic content blocks. Read more >>> 


Below is an example of creating a bulk email with dynamic content for a footwear store.

How to create a bulk email with dynamic content

You can use dynamic content in both bulk and trigger emails. Template setup and analysis of the result do not depend on the email type.

Read more about creating bulk emails in the How to add a bulk email and How to create a trigger email articles.

How to create a bulk email template with dynamic content

Begin by creating a regular bulk email template and adding several regular content blocks. The general algorithm of setting up email templates is covered in the “How to create email templates in the Content Designer” article.


At this time, the content blocks are needed to map the general structure of your email template, so there is no need to edit their actual contents. We recommend setting up the block contents after you have added dynamic content rules for your bulk email. The template structure will remain the same for all recipients, while the contents will differ.

For this example, we are going to create a simple bulk email template, which will consist of two content blocks: one of the blocks contains an image, some text and a button, while another block contains an unsubscribe link (Fig. 1).

Fig. 1 Bulk email template structure in the Content Designer


How to set up dynamic content rules

The email contents that will be sent to a recipient are determined by the dynamic content rules. You can apply such rules to one or to several content blocks in a template. The rules are set up separately for each bulk email. One bulk email can have no more than 7 dynamic content rules. You can view the list of rules, as well as add, edit or delete them by opening the email template in the Content Designer.

To add a new dynamic content rule:

1.Highlight any of the content bocks in the open template.

2.In the block setup area, open the [Rules] tab.

3.On the [Dynamic content rules] detail, click [Add rule].

4.On the [Filter condition settings] detail, specify the rule name and set up filter to determine the group of recipients for this specific rule (Fig. 2).

Fig. 2 Setting up dynamic content rules



To save time for setting up the rules that are used most often, you can copy their settings from dynamic folders of the [Contacts] section. For this, click the [Select from lookup] button next to the [Set up filter conditions] field and specify one of the groups. Its name and conditions will be automatically applied to the selected rule.

5.Save the template.

As a result, the dynamic content rule will be added.

We will be using two dynamic content rules in our example:

  • “Ladies”: contacts with the “Female” value in the [Gender] field;

  • “Gentlemen”: contacts with the “Male” value in the [Gender] field.

To edit the configured rule, select it on the [Rules] tab of the content block setup area and modify the corresponding name or filter condition. Save the template.

To delete a dynamic content rule, select it on the [Rules] tab of the content block setup area and click the btn_set_columns_delete.png button.

How to set up dynamic contents for content blocks

After you have created the template structure and set up the dynamic content rules, you need to create and add content blocks to the template. In our example, the block with the unsubscribe link will be static (displayed for all recipients), and the block with image, text and button will be dynamic.

To set up the dynamic contents for a content block:

1.Highlight the block in the working area of the Content Designer.

2.In the block setup area, open the [Dynamic content] tab and click [Add segment].

3.In the opened window, select the dynamic content rule that will determine the audience for sending this specific content variant (Fig. 3).

Fig. 3 Selecting the rule for generating a dynamic content segment


4.Repeat steps 2 and 3 for all the rules that will affect the contents of the current content block. In our example, these are the “Gentlemen” and “Ladies” rules. You can apply the same rule to a content block only once.

5.On the [Dynamic content] tab, click [Add default content]. The segment containing default content will be sent to the email addresses that do not correspond to any of the selected dynamic content rules. In our example, these will be the addresses whose contact pages do not have any value populated in the [Gender] field.


If you do not add a default content segment to a dynamic content block, the recipients that do not match the conditions of any of the dynamic rules will receive emails without this block.

As a result, the content block will have three segments (Fig. 4), for which you can set up different content.

Fig. 4 List of dynamic segments in a content block


6.Set up the priority of dynamic content rules for each segment using the btn_move_dynamic_rule_up.png and btn_move_dynamic_rule_down.png buttons to the right from the rule name (Fig. 5). This step is required if an addressee can match the conditions of two or more rules, for example “Gentlemen” and “VIP Customers”. In this case, the recipient will only see one content variant configured for a higher priority rule.

Fig. 5 Setting up dynamic content rule priority


7.Click the btn_dynamic_segments.png button in the upper left corner of the content block and select the segment for adding the content.

8.Configure the content in the dynamic segment. In our example, these will be the image, the text and the button. You can learn more about working with content elements in the “How to create email templates in the Content Designer” article.

9.Repeat steps 6 through 7 for all dynamic segments of the template.


No more than 30 dynamic segments can be set up for one bulk email.

10.Save the template.

As a result, several replicas (variants of displaying the content depending on the configured rules) will be generated in the bulk email template. You can see all the replicas in the Content Designer, in the preview mode (Fig. 6) or on the bulk email page. Replica names are based on the names of the corresponding dynamic rules that are applied. In our example, the replicas are “Gentlemen” and “Ladies”. In cases with templates containing more dynamic blocks, replica names will look as “Block A rule + Block B rule”, for example, “Gentlemen + New York”.

Fig. 6 Template replica preview in Content Designer


After you send your bulk email, you will be able to estimate its efficiency as a whole and the efficiency of each replica separately. More information on the topic is available in the Bulk email analysis article.

See also

Bulk email setup page

Bulk email guidelines

How to increase Subscriber engagement

How to add a bulk email

How to create a trigger email

Content Designer

How to create email templates in the Content Designer

Did you find this information useful?

How can we improve it?