How to use Advanced Dynamic Content for Dynamics 365 for Marketing

Door Dynamic Hands op

Do you send out newsletters regularly? Do you also have a diverse set of contacts requiring you to have a diverse set of content, of which some are not relevant to everyone?

Dynamics 365 for Marketing (D365M) is a marketing tool that has great potential and only gets better. It also provides the answer to the questions: use dynamic content. Ironically, one particular function in the tool that I initially struggled a bit with, was adding dynamic content to your marketing email, specifically advanced dynamic content. Microsoft has described how to use it, but in my opinion not as thorough and clear as I think they should have. I have come to realize that it’s much easier to use than I initially thought!

First off, for those who don’t grasp the concept of dynamic content yet: this is email content that is only shown when it suites specific recepients, demographics and contexts. Advanced dynamic content requires the usage of custom code element, which in turn sometimes requires some programming knowledge (or at least makes it way easier). I can do a lot, but programming is not my cup of tea.

Second, if you want to create beautiful complex designs in your email, let a graphical designer or developer do it. If you have a simpler design that can be achieved with the default D365M designer tool (and doesn’t require any real coding) then a CRM consultant suffices.

Back to the real meat here: using advanced dynamic content. As I’ve said, it’s pretty easy to use. I believe this is a much easier way than the described in the manual. All you need to do is the following:

1) Place your content (any content, whether it be plain text, images or content blocks) in between TWO custom code elements: one above your content, the other below. Place as much content as you see fit.

2) In the top custom code element, place the conditions that a recipient of the newsletter has to adhere to in an conditional (if-then-else) statement. Start out with the IF condition {{#if … }}. Two examples:
a. If said field has to have a certain value, then you state the conditional statement as, for example, {{#if (eq contact.lastname ‘Carmichael’)}}. This reads “if the contact last name equals Carmichael, then…[show content]”
b. If said field is a Boolean (two options), then you state the conditional statement as, for example, {{#if contact.msgdpr_gdprconsent}}. This reads “if the contact’s consent is set to True, then…[show content]”.

You can also apply AND and OR conditions to the statements.

3) Close the IF-statement in the bottom custom code element with {{/if}}. This reads “or else no value”.

4) Rinse and repeat for other content that adhere to different conditions

5) Test it by sending the mail with this dynamic content to different (test) recipients in a customer journey.

That’s it! This is something any functional CRM consultant (perhaps with some practice) can do. I’ve provided some screenshots below to detail some of the steps taken. If you need the conditions to be more complex, you can check out the Microsoft manual.

Want some knowledgeable hands to help you out with Dynamics 365 for Marketing? DynamicHands has a couple of those for you!

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