Wick

October 15, 2025

How To Use Dynamic Content in Email Campaigns

Dynamic content in email campaigns can transform generic messages into personalized experiences tailored to each recipient. It adjusts email elements like text, images, and offers based on data such as location, preferences, and behaviour. For businesses in the UAE, this means showing Dubai customers offers specific to their area or presenting emails in English or Arabic based on user preferences. Personalised emails can boost transaction rates by up to 6x and improve click-through rates by 75%.

Key Takeaways:

• What it is: Dynamic content automatically customizes emails using recipient data.
• Why it works: Personalisation increases engagement, open rates, and revenue.
• How it works: Tools like CRM systems and marketing automation platforms help segment data and apply personalization rules.
• UAE-specific tips: Use AED pricing, local holidays like Ramadan, and bilingual content for better results.

Dynamic content simplifies email marketing by creating one template that feels personalized for every recipient, saving time and increasing impact.

Dynamic Email Content Explained - Tutorial by Mailtrap

Requirements for Setting Up Dynamic Content

Creating personalised emails that truly resonate with your audience starts with a solid foundation. This means having accurate data, the right tools, and compliance with privacy laws.

Data You Need to Collect

Dynamic content thrives on detailed subscriber information. To craft meaningful personalisation, you’ll need three key types of data: demographic data, behavioural data, and customer preferences.

• Demographic data includes basics like age, gender, location, and job title. For businesses in the UAE, location data is particularly useful. For instance, you can customise content for Dubai customers differently than for those in Abu Dhabi or Sharjah.
• Behavioural data tracks customer actions, such as purchase history, website visits, email interactions, and browsing habits.
• Customer preferences capture their interests, product favourites, and preferred communication methods.

How do you gather this data? Use multi-channel forms that go beyond email addresses to include preferences and interests. Surveys and feedback forms offer direct insights, while integrating data from your CRM system ensures you’re leveraging all customer touchpoints.

Take Wick’s collaboration with Baladna, Qatar’s leading dairy producer, as an example. They implemented a Customer Data Platform (CDP) to unify insights from various touchpoints, creating a detailed view of each customer’s journey. This approach strengthened their automated email campaigns and lead nurturing, boosting engagement in the Qatari market.

Managing this data effectively means secure storage systems and regular updates to keep it accurate. For instance, Wick manages over 1 million first-party data points for its clients, showcasing the scale needed for impactful personalisation. Proper segmentation of this data ensures your campaigns hit the right audience with the right message.

Once your data is sorted, the next step is integrating the right technology to make it work.

Software and Platforms Required

Dynamic content relies on a combination of tools to organise data and deliver personalised experiences. To get started, you’ll need marketing automation software, CRM systems, and email template builders that support dynamic content rules and segmentation.

• Marketing automation platforms like MailerLite, Marketo, or Adobe Campaign allow you to create filters based on criteria such as gender, location, or purchase history. For example, you can set up rules to send tailored content blocks for "Ladies" and "Gentlemen" based on gender fields.
• CRM systems such as Salesforce or HubSpot store and organise customer data, ensuring your email platform has the latest information.
• Customer Data Platforms (CDPs) take things further by combining insights from multiple sources, enabling even more advanced strategies.

Most platforms also let you preview and test emails for different segments before sending. This feature is essential for minimising errors and ensuring your messages are relevant to each audience group.

Wick, for instance, uses integrated tools that combine automation software, CRM systems, and CDPs to deliver reliable segmentation and personalisation.

Once your tools are in place, it’s critical to ensure they comply with UAE privacy laws.

Privacy and Compliance in the UAE

When dealing with personal data, strict adherence to UAE privacy regulations is non-negotiable. You must obtain clear customer consent for data use, ensure secure storage, and provide options for accessing or deleting personal data.

Consent should be explicit. Your sign-up forms must clearly explain what data you’re collecting and how it will be used for personalisation. Transparent privacy notices help customers understand how their activity - like purchase history and preferences - will shape future communications.

Security is equally important. Protect customer data with encryption, controlled access, and regular audits. Additionally, you need to offer customers a way to access, update, or delete their data if they choose to opt out.

Your practices should align with local regulations while respecting customer privacy. This includes offering easy unsubscribe options and honouring requests to limit data usage. Regular compliance reviews ensure you stay up to date with evolving laws.

Following these standards not only safeguards customer trust but also boosts your campaign’s performance. Personalised emails, for example, can drive 6 times higher transaction rates than generic ones. Dynamic content can also improve email open rates by up to 26% and click-through rates by 14%. However, moderation is crucial - using more than 20 dynamic elements per email can hurt performance, so keep it balanced.

Step-by-Step Setup Guide for Dynamic Content

With your data and tools ready, it's time to dive into building and refining your dynamic email campaigns. This involves segmenting your audience, setting up personalised elements, and fine-tuning for better performance.

How to Segment Your Email List

Segmentation is the backbone of any successful dynamic email campaign. By grouping subscribers based on demographic, geographic, behavioural, and psychographic data, you can craft messages that truly resonate.

• Demographic Segmentation: Think about age, gender, and occupation. In the UAE, cultural nuances matter - understanding gender preferences can shape product recommendations and the tone of your messaging.
• Geographic Segmentation: This is especially useful in the Emirates. Shopping habits in Dubai might differ from those in Abu Dhabi or Sharjah, so you can tailor store locations, delivery options, and event promotions accordingly.
• Behavioural Segmentation: Analyse actions like purchase history, website activity, and email engagement. This helps pinpoint buying habits, preferred categories, and overall interest levels.
• Psychographic Segmentation: Dive into your audience’s interests, lifestyle choices, and values to align your content with what matters most to them.

Most email platforms, such as MailerLite, Marketo, or Constant Contact, offer tools to create these segments. For example, you can set up rules like: "Location = Dubai AND Gender = Female AND Last Purchase > 30 days."

When segmenting for UAE audiences, use the DD/MM/YYYY date format and AED for currency. Also, factor in local events like Ramadan, Eid, and UAE National Day to create timely and relevant campaigns.

Setting Up Dynamic Email Elements

Dynamic elements bring personalisation to life. Using merge tags and conditional logic, you can tailor emails to each subscriber. Merge tags, such as {{first_name}}, {{city}}, or {{last_purchase_amount}}, pull data directly from user profiles. Conditional logic allows you to display different content blocks based on specific criteria.

Here’s how you can apply dynamic elements:

• Subject Lines: Add names, locations, or exclusive offers to grab attention.
• Body Text: Reference past purchases, browsing history, or stated preferences.
• Images: Showcase products relevant to a subscriber’s gender, age, or location.
• Call-to-Action Buttons: Customise phrases like "Shop Now in Dubai" or "Visit Our Abu Dhabi Store."

In June 2023, Adidas Middle East used this strategy in their Ramadan campaign. They segmented emails by city (Dubai, Abu Dhabi, Sharjah) and gender, offering personalised product recommendations and local store promotions. The result? A 22% increase in click-through rates and a 17% boost in in-store sales compared to the previous year.

Before sending, use your platform’s preview feature to check how emails appear for each segment. Test emails on internal accounts with different profiles to ensure everything displays as intended.

Optimisation Tips and Best Practices

Once your dynamic elements are in place, the next step is to test and refine them. Striking the right balance is key - too much personalisation can clutter the email, while too little can make it feel generic.

• Keep It Simple: Avoid overloading emails with dynamic content. Using more than 20 dynamic blocks can hurt performance. Some platforms, like Creatio, limit you to 7 rules per email, which helps maintain focus.
• Test Before Launch: Preview emails for each segment, ensuring they render correctly on various devices. Always include default content for subscribers with incomplete profiles to avoid gaps in messaging.
• Track Your Metrics: Monitor open rates, click-through rates, and conversions to measure success. On average, dynamic content can boost open rates by up to 26% and click-through rates by up to 14%.

Emirates NBD bank’s February 2024 initiative is a great example of optimisation done right. They used dynamic content in monthly statements to include personalised financial tips and product offers based on transaction history. This led to a 12% rise in product cross-sell conversions and a 9% drop in customer support queries.

A/B testing is another powerful tool. Experiment with personalised versus generic subject lines, different content block variations, and tailored CTAs to see what resonates most with your audience. Start simple, then gradually test more complex elements.

For UAE audiences, ensure your content aligns with local customs and sensitivities. Use appropriate visuals, avoid anything that might conflict with cultural norms, and time your campaigns around key regional holidays and events.

Finally, make regular performance reviews part of your routine. Look at which segments are most engaged, identify underperforming content, and update your segmentation rules as customer behaviour evolves. This ongoing effort ensures your campaigns stay relevant and effective.

Types of Dynamic Email Content

Once you've set up and optimised your email campaigns, it’s time to dive into the different kinds of dynamic content that can make your emails feel more personal and engaging. Dynamic content takes many forms, each offering unique ways to connect with your audience. By understanding these options, you can tailor your approach to fit your business goals and your audience's preferences.

Personalised Names and Custom Text

The easiest way to start with dynamic content is by using personalisation tokens or merge tags to include specific details about your subscribers directly in your emails. This goes beyond just adding their name - it can include customised text based on their preferences, location, or past behaviour.

For instance, an email might say, "Hello Ahmed, discover our latest collection at Mall of the Emirates," for a subscriber in Dubai, while a Sharjah-based recipient might see, "Hi Fatima, visit our new Sahara Centre location for exclusive offers." Even subject lines can be tailored, such as "Ahmed, your AED 500 reward awaits" or "Exclusive Dubai National Day offers, Sara." Most email platforms make it simple to implement these features, and adding default text ensures a smooth experience even for incomplete profiles. This type of personalisation is an excellent starting point for businesses new to dynamic content.

Product Recommendations Based on Behaviour

Dynamic product recommendations take things up a notch by using customer behaviour to suggest relevant products or services. By analysing what a subscriber has browsed, purchased, or shown interest in, you can create follow-up emails that feel highly relevant.

For example, if someone recently bought a smartphone, you could send emails showcasing accessories like cases or screen protectors. Similarly, a customer who purchased skincare products might receive suggestions for complementary items like serums or moisturisers. Even browsing behaviour can trigger targeted recommendations, such as highlighting products from categories they’ve explored.

Seasonal and cultural factors can further refine these recommendations. During Ramadan, for example, customers interested in modest fashion might see new arrivals tailored to their style, while those focused on home décor could receive ideas for festive lighting or decorations. The key here is integrating robust data systems - your email platform needs access to website analytics, purchase histories, and interaction data to deliver timely, relevant suggestions.

Comparing Different Dynamic Content Types

Each type of dynamic content comes with its own level of complexity and impact. Knowing these differences can help you decide where to focus your efforts first.

The most impactful campaigns often combine multiple types of dynamic content. For example, you could use personalised greetings, behavioural recommendations for product suggestions, and conditional content blocks to highlight offers tailored to specific subscriber attributes. When targeting audiences in the UAE, it’s essential to consider local customs and preferences. Use visuals that align with regional values, display prices in AED, and time your campaigns around key events like Ramadan or UAE National Day to make your emails more engaging and relevant.

For businesses in the UAE aiming to maximise the potential of dynamic email strategies, working with a data-focused consultancy like Wick can help you fine-tune your approach. These strategies not only enhance personalisation but also set the stage for optimising performance in a way that resonates with local audiences.

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UAE-Specific Content and Best Practices

Creating dynamic email campaigns that resonate with UAE audiences goes beyond technical expertise. It requires a deep appreciation of local preferences, cultural values, and regulatory guidelines. With the UAE's diverse population and unique cultural backdrop, marketers have a chance to connect meaningfully, but it takes the right strategy to maximise engagement through personalised content.

Customising Content for UAE Audiences

When targeting UAE audiences, localisation is key. Emails should reflect local conventions, such as displaying currency in AED (د.إ) formatted as 'AED 1,234.56', using the DD-MM-YYYY date format, and applying metric units for measurements. These small but crucial adjustments complement dynamic content strategies.

Bilingual campaigns also play a significant role. Including Arabic greetings or call-to-action buttons, like 'تسوق الآن', can increase engagement by up to 30%, making emails feel more culturally relevant. Cultural sensitivity should extend to visuals and messaging - avoid alcohol-related promotions and prioritise modest, culturally appropriate imagery that aligns with local values. By leveraging segmentation, marketers can ensure content remains tailored and respectful of subscriber preferences.

With over 99% internet penetration in the UAE and more than 70% of email users accessing messages on mobile devices, optimising dynamic content for mobile is essential. This becomes especially important during culturally significant periods like Ramadan, when email open rates typically see a noticeable rise.

In April 2024, Emirates Airlines showcased the impact of cultural customisation with a Ramadan-themed campaign. They used dynamic content to segment offers by language (Arabic/English), location, and travel preferences, leading to a 28% increase in open rates and a 15% rise in bookings compared to non-personalised campaigns. By incorporating time-sensitive offers tied to Iftar timings, the campaign demonstrated the importance of aligning with local customs.

Creating Relevant and Compliant Content

Compliance with UAE regulations is non-negotiable. Marketers must secure explicit opt-in consent and provide a clear unsubscribe option. Additionally, the UAE Data Protection Law requires that personal data be handled securely and never shared without consent.

Timely, event-based promotions can also drive engagement. For example, emails tailored for Ramadan, UAE National Day, or the Dubai Shopping Festival can help brands connect with their audience. UAE consumers are particularly drawn to exclusive offers and VIP experiences. Dynamic content allows businesses to segment high-value customers, offering them rewards programmes or early access to sales. Fashion retailers can spotlight modest wear collections, while UAE National Day on 2nd December offers opportunities for patriotic themes and special deals. Similarly, Eid celebrations provide a chance to focus on gift ideas and family-oriented messaging.

Robust segmentation is critical for success. Email marketing open rates in the UAE range between 18% and 22%, surpassing the global average of 16.97%. This highlights how well-targeted, culturally sensitive content resonates with UAE consumers.

In June 2024, Wick collaborated with a UAE-based retail chain to implement AI-driven dynamic email content. By segmenting audiences based on shopping habits and language preferences, the campaign achieved a 32% higher click-through rate and a 20% increase in sales over three months.

For businesses aiming to unlock the full potential of dynamic email marketing in the UAE, working with experts who understand both the technical and cultural nuances is invaluable. Combining localisation, cultural awareness, and regulatory compliance ensures your campaigns are not just personalised but also aligned with the broader goals of your dynamic email strategy.

Fixing Problems and Improving Performance

Dynamic email campaigns can hit a few bumps along the way. Spotting and addressing these issues early is crucial for keeping your campaigns on track. Many of the common problems stem from poor data quality, technical hiccups, or going overboard with personalisation.

Common Dynamic Content Problems

One of the biggest hurdles with dynamic content is data quality. According to Constant Contact's 2024 research, nearly half of email marketers (47%) say bad data is their top challenge. Missing or incorrectly formatted subscriber information can lead to emails with awkward blank spaces or irrelevant product suggestions - hardly the professional impression you want to make.

Another frequent issue is email rendering errors. What looks flawless in Gmail might appear broken in Outlook or get distorted on mobile devices. This is especially problematic in the UAE, where people access emails on a wide range of devices. Poor rendering can lead to lost engagement opportunities.

Then there's the problem of overloading emails with dynamic elements. Personalisation is great, but too much of it can slow down email loading times and increase the chance of technical glitches. A good rule of thumb? Stick to fewer than 20 dynamic elements per email. Focus on the essentials - like personalised greetings, product recommendations, or calls-to-action - to keep things running smoothly.

Data compliance is another key consideration, particularly in the UAE, where strict data protection laws require clear consent and secure handling of personal information.

Tracking Performance and Running A/B Tests

To measure how well your dynamic content is performing, keep an eye on metrics that show how subscribers are engaging. Open rates, click-through rates, conversion rates, and unsubscribe rates can all reveal how personalisation is affecting behaviour.

Take it a step further by analysing how individual dynamic elements perform. For instance, compare clicks on personalised product suggestions versus generic ones. This level of detail can help you pinpoint which elements are driving the most value.

A/B testing is a powerful tool for refining your strategy. Test different versions of dynamic content to see what resonates best. For example, compare personalised subject lines to generic ones, or test product recommendations based on browsing history versus purchase history. According to Omnisend's 2025 research, well-optimised dynamic emails can achieve 29% higher click-through rates and 23% higher conversion rates compared to static ones.

"At Wick, our team brings 27+ years of combined digital marketing expertise. From SEO, PPC, and social media marketing to website development, content creation, email automation, and CDP implementation, we've mastered critical digital touchpoints to deliver holistic, integrated solutions that drive sustainable growth."

For UAE audiences, consider testing preferences for Arabic versus English content, using local currency formats like AED 1,234.56, and tailoring messages to align with seasonal or cultural events. Testing across diverse audience segments ensures your emails hit the mark.

Quick Reference for Problem Solving

When problems arise, structured solutions can help you address them quickly. Here’s a handy guide:

To prevent these issues from cropping up in the first place, validate your data at collection points. Use enrichment tools to fill in gaps and clean your subscriber list regularly to keep things accurate and up-to-date.

Technical testing is equally important. Preview how your dynamic content will look across different email clients and devices to catch rendering problems before they reach your audience. Tools that simulate subscriber views can help you identify and fix display issues early.

For businesses in the UAE, overcoming dynamic content challenges often comes down to having strong data practices and expert support. Wick’s data-driven approach includes advanced analytics, performance optimisation, and intelligent systems that unify customer insights for better results. Their expertise in behavioural tracking and customer journey mapping ensures compliance with local regulations while maximising campaign performance.

The secret to successful dynamic email campaigns lies in constant monitoring and improvement. By analysing performance regularly, testing strategies, and maintaining clean data, you can turn challenges into opportunities to engage subscribers and achieve better results.

Summary and Next Steps

Dynamic content has proven to deliver measurable results for businesses implementing personalised email strategies. Personalised emails achieve six times higher transaction rates, while dynamic content can boost click-through rates by up to 14% and conversion rates by up to 10%. These figures are particularly relevant for businesses in the UAE, where engaging diverse and culturally nuanced audiences is key.

Main Benefits of Dynamic Content

Beyond impressive metrics, dynamic content fosters customer loyalty. Imagine a shopper in Dubai receiving an email showcasing products they recently browsed, priced at AED 1,250.00, and delivered at a time that aligns with local shopping habits. This level of relevance feels personal rather than intrusive, encouraging repeat purchases and deeper engagement.

The return on investment from dynamic content extends far beyond immediate sales. Marketers have reported a 20% average increase in sales through dynamic product recommendations in emails. For UAE businesses catering to varied audiences across different emirates, this personalised approach helps cut through the noise of generic marketing messages.

Dynamic content also simplifies marketing efforts. Instead of creating multiple campaigns for different audience segments, businesses can design one intelligent email that automatically adjusts to each recipient. This efficiency saves time while boosting results - a win-win for businesses looking to grow.

With these advantages in mind, here’s how you can start incorporating dynamic content into your email strategy.

How to Get Started

You don’t need to completely overhaul your current email strategy to begin using dynamic content. By leveraging the robust data collection and compliance practices already in place, you can ensure accuracy and relevance. Here are the key steps to get started:

• Segment your audience. Use existing data to group subscribers by location, purchase history, or engagement patterns. Start with simple personalisation, such as adding names to subject lines or greetings, and gradually include location-based offers or product suggestions.
• Enhance your data collection. Update sign-up forms to gather more detailed information, such as preferences, locations, and interests. Use surveys or customer feedback to build richer profiles, enabling more advanced personalisation.
• Test and refine. Select an email platform that supports dynamic content features like conditional logic, segmentation tools, and preview options. Run A/B tests to compare personalised subject lines against generic ones, or test product recommendations based on browsing versus purchase history.

For UAE businesses looking to accelerate their efforts, partnering with experts can be a game-changer. Wick’s unified digital marketing solutions combine advanced analytics, AI-driven personalisation, and intelligent systems to streamline customer insights - all while ensuring compliance with local regulations.

Transitioning from static to dynamic email content is a powerful step for UAE businesses. Start small, test consistently, and expand your personalisation efforts over time to unlock the full potential of dynamic email marketing.

FAQs

How can businesses gather the right data to personalise email campaigns effectively?

To effectively personalise email campaigns, it’s essential to start with smart data collection strategies. Begin by pinpointing the specific customer insights you need to segment your audience and customise your content. Make sure your data systems are integrated and designed to gather precise, relevant information while adhering to privacy laws and regulations.

Wick's knowledge in data-driven marketing offers businesses the tools to refine their strategies. By leveraging advanced data systems, companies can achieve smooth personalisation and elevate the performance of their email campaigns.

How can I ensure compliance with UAE privacy laws when using dynamic content in email campaigns?

When using dynamic content in email campaigns in the UAE, staying compliant with privacy laws is non-negotiable. Here's how you can ensure your campaigns align with the regulations:

• Get clear consent: Before collecting or using personal data, make sure you have explicit permission from your recipients. Use straightforward opt-in forms that clearly explain how their information will be used.
• Secure data handling: Store and process all personal data safely, following the UAE Personal Data Protection Law (PDPL). If you need to transfer data outside the UAE, ensure it meets cross-border data transfer rules.
• Offer easy opt-outs: Always give recipients a simple way to unsubscribe or adjust their preferences. Being transparent and respecting user privacy helps build trust while keeping you compliant.

By focusing on consent, secure data management, and user control, you can run email campaigns that respect privacy and follow the law.

How can I track the performance of my dynamic email campaigns and make them more effective?

To gauge how well your dynamic email campaigns are performing and uncover areas for improvement, keep an eye on these key metrics:

• Open Rate: This tells you the percentage of recipients who actually opened your email.
• Click-Through Rate (CTR): This shows how many recipients clicked on links or calls-to-action within your email.
• Conversion Rate: This measures the percentage of recipients who completed a desired action, like making a purchase or signing up.
• Bounce Rate: This tracks the percentage of emails that weren’t successfully delivered.
• Unsubscribe Rate: This reflects the percentage of recipients who chose to leave your mailing list.

By regularly reviewing these metrics, you can pinpoint what your audience finds engaging and fine-tune your approach. Experimenting with elements like subject lines, email design, and personalised content through A/B testing can lead to better results. Using data-driven insights, such as those provided by Wick's Four Pillar Framework, ensures your campaigns stay focused and impactful.