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Odyssey – Dynamic Content
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.
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.
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.
Click the ‘Create Dynamic Content Tag’ link to begin creating your Dynamic Content Tag. This will launch the Dynamic Content Tag Creator modal. Let’s review the different sections below.
Dynamic Content Tag Creator
- Dynamic Content Tag: This will be where you can provide a name for your Dynamic Content Tag. This name will be how you identify your Dynamic Content when inserting it into the Email Content using the HTML or Text editors. Text, numbers, underscores, and dashes are acceptable characters.
- Content Version: At the center of the modal, the name of the Content Version you are editing will display. For each Dynamic Content Tag you create, a Default Content version will exist. The Default Content version will be the content that displays for recipients who do not meet the conditions of a rule. For non-default content versions, the Content Version name can be changed to better reflect the content or rule.
- Content: When the Content tab is selected for a Content Version, you can create the HTML and/or the Text content that should display. HTML markup can be pasted into the HTML editor after selecting the source button. Merge Variables can also be inserted into the content by selecting Insert Merge Variables.
- Content Version Navigator: On the left of the modal, each Content Version will be listed. In the screenshot above, only the Default Content Version exists. To create a new Content Version, click Add Content Version. After adding additional Content Versions, each version can be prioritized by selecting the bars icon on the left and dragging it higher or lower on the list. A Content Version can be deleted by selecting the ‘…’ icon on the right and selecting ‘Delete’.
- Rule Builder: In a non-default Content Version, you can create a rule that will display the content in the Rule Builder.
- Attribute Selector: To create a rule, you’ll first need to select an attribute. After selecting an Attribute, the available data points will be populated in the Data column. Subsequently, the value selected in the Data column will dictate the Is/Not operators. After selecting the operator, you can then specify the value that the recipient’s profile must contain for the rule to be met. Available attributes include:
- Contact Rules: Here you can select Primary Address information to create rules around like Country, Region and Zip Code.
- Demographic Fields: Here you can select Demographic fields to create rules around. Demographics are made available here via the setting in Deployment Defaults.
- Products: Here you can select Product data to create a rule. These include Magazine and Newsletter type products. For Magazine type products, you can select information like Verification Date, Active Version, Payment Status, as well as product specific address information. For Newsletter type products, you can select the Class.
- Behaviors: Here you can select Behaviors which will be listed by the behavior name and it’s associated product. For each behavior you select the first and last action dates, and action counts.
- Behavior Attributes: You can also create rules that include Behavior Attributes. You can select an attribute and then the value or date for that attribute. By default, when a behavior attribute is selected, you must also specify the related behavior.
- Olytics Behaviors: Like standard behaviors, you can also create rules using Olytics behaviors. You can select an Olytics behavior and create a rule around first and last visit dates, as well as the visit count.
- Olytics Attributes: Like Behavior Attributes, you can also create rules using Olytics Attributes. You can select an attribute and then the value or date for that attribute. By default, when an Olytics Attribute is selected, you must also specify the related Olytics behavior.
- Rule Conditions: Dynamic Content rules only allow for single level conditions, meaning Rules cannot contain conditions groupings. Each condition will be related to the others by an “And If” or an “Or If” operator.
- Condition Deletion: Conditions can be deleted from a rule by clicking the red ‘X’ icon to the right of the condition.
- Adding Conditions: New conditions can be added by clicking ‘Add another condition’.
- Saving Rules: Each rule must be saved by within the Rule Builder by clicking ‘Save Rule’.
After your Content Versions have been created, click ‘Save and Apply’ to save the Tag and close the modal. Your new Dynamic Content tag will then be listed in the Dynamic Content pleat.
Cloning and Editing Dynamic Content Tags
An existing Dynamic Content Tag can be edited if the Voyage is not yet In Progress or Done by clicking the pencil to the right of the Tag name. Note: if the Tag name is changed, and the previous version has already been inserted into the Email Content, be sure to update the tag name or reinsert.
An existing Dynamic Content Tag can be cloned by clicking the clone icon to the right of the name. Cloning a Tag will not clone the content but will clone the Content Version names and rules.
Inserting the Dynamic Content Tag
After a Dynamic Content Tag is created, a new drop down will be available in the HTML and Text editors for the email labelled, “Insert Dynamic Tag”. Each tag will be listed in the drop down and, after its selected, will be inserted into the content.
You’ll notice that the Dynamic Content Tags work much like Merge Variables. The tag name with the Dynamic Content indicator, “DC_” appended at the beginning will represent the content that will be inserted into the email depending on whether the recipient does or does not meet the Dynamic Content Rules.
- A customer id is required in the Audience Source files for the Voyage for Dynamic Content to populate correctly. If a customer id is not provided, recipients will receive the default version of the content.
- Dynamic Content is specific to a single Email element.
- Cloning an Email element with Dynamic Content will not clone the Dynamic Content Tags or versions.