Dynamic email content: How data and design work together

Dynamic email content: How data and design work together

You've probably heard of the saying "Form follows function." In email, the saying would be "Design follows data." In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.  Want to use dynamic content in your emails? Have reliable data first Let's say you've heard a lot about dynamic content, and so you go to your email development team and say, "Can you design me a template for dynamic content now? We can figure out the back end later." The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data or data files might not be reliable.  Email design needs to accommodate "graceful degradation" – a design term that means an email is designed for the viewing clients that support its features and has fallbacks built in...
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