Odyssey – Dynamic Content

Overview

As the attention of your audience is essential (and as there is an increasing amount of marketing clutter), it’s imperative to target your audience in more specific and personal ways. In doing this, you can ensure that each touchpoint between your brand and your audience delivers meaningful and relevant messages to each audience member. Because of Odyssey’s direct relationship with your rich first-party Audience data, marketers are empowered to create Odyssey voyages that target the right audience at the right time. Odyssey’s Dynamic Content functionality expands on this by allowing marketers to further leverage their audience data by creating rules around different content versions, which then dictate which content version an audience member receives.

How Dynamic Content Works

Odyssey’s Dynamic Content feature works similarly to the Dynamic Content feature in our Email Builder product. For individual Email Elements, marketers can create Dynamic Content tags. Each tag will include the Default content version as well as one or more additional Content Versions. A content version is made up of HTML and/or Text content and a rule. Each content version can be prioritized by dragging and dropping the Content Version within the Dynamic Content Tag Creator so that the higher priority version is higher on the list. When a tag is inserted into the HTML or Text content of an Email, recipients will receive the email the Content Version of the highest priority rule that they met. If a recipient does not meet a rule, they will see the default version of the Dynamic Content Tag.

Dynamic Content Tag Infographic

Dynamic Content Tag Results Infographic

Using Dynamic Content

Dynamic Content is available for any Email element after the element has been published. This means that all required fields must be completed and the voyage must be in the Published status. If an Email element is added after the voyage is published, all required fields should be completed and the voyage should be saved for the new Email element to move to Published status. Once the Email element is Published, a new pleat will appear labeled, Dynamic Content.

Dynamic Content Pleat

Once expanded, a link will appear which will allow you to create a new Dynamic Content Tag. When Dynamic Content Tags are created, they will be listed within this pleat and can be edited or cloned.