Pardot dynamic content

by | Apr 29, 2022 | Content Marketing, Pardot (MCAE)

Date last updated:

Ever wish you could create just one template that could show different text and images based on criteria such as your prospect’s location, job title or their Pardot score? Dynamic content allows marketers to personalize their content to align with buyer personas to increase the overall effectiveness of their messaging.

What is dynamic content?

Pardot dynamic content is the ultimate in personalization. Like snippets, dynamic content allows you to create reusable blocks of text, dates and links. They also allow you to create reusable images. But dynamic content allows you to go one step further by showing a specific variation of dynamic content based on a default or custom Pardot field. For example, your company newsletter shows different content based on which industry your prospect is in. You would create dynamic content based around the default field industry.

Creating dynamic content

It’s good practice to ensure the default content is not overlooked, should a prospect’s default field be left blank or not match the variations given. This helps ensure all emails, regardless of dynamic content variable used, read well and don’t appear to be missing text or values.

To use dynamic content in list emails and email templates, click on the lightning bolt icon in the content editor of the email builder. A list of all available dynamic content will appear. When inserted into the body of an email, dynamic content will appear inside handlebar merge tags with its identifying number, such as {{{dynamic_content_419}}}. If you’ve not memorized all of your dynamic content and their corresponding numbers, we recommend opening a second tab on the dynamic content page for easy reference. Don’t forget to preview the email as several prospects to ensure the dynamic content is rendering as you expected.

Dynamic content can also be added to forms, Pardot landing pages and even your own webpages. To add the code to your own webpage, you will need access to the site’s HTML source code. Adding dynamic content to forms and landing pages is similar to adding it to emails.

Pros and cons of using dynamic content

Inserting dynamic content






Dynamic content pros

  • Offers more robust formatting options than snippets. HTML source code can be viewed and font styles can be altered.
  • Dynamic content supports images. Want to show a different thumbnail based on which state your prospect is based in? Not a problem with dynamic content.
  • Pardot HML merge fields can be used in dynamic content.

Dynamic content cons

  • Unlike snippets, dynamic content cannot be used with the new drag-and-drop Lightning builder. It can only be used with the classic email builder.
  • Email templates can have a maximum of 10 pieces of dynamic content.
  • A maximum of 25 variations can be used per dynamic content. This may seem like a lot, but when the field has numerous fields, such as state, a second dynamic content field will be required.
  • Dynamic content is not available on the lowest-level package (currently called Growth).

Final words on Pardot dynamic content

Dynamic content is the most flexible and robust way to customize your communications with prospects. It can be used to increase email clicks, landing page relevancy and form conversions. It can also help with current clients, such as showing them specific content based on which product they own or which event they attended.

Dynamic content can only be set up on fields that have a one-to-one relationship, such as state or score. Fields with a one-to-many relationship, like campaign, will not appear as available when creating dynamic content. If dynamic content has multiple criteria, such as score is greater than 50 and score is greater than 100, a prospect with a score of 125 would see the dynamic content variable for greater than 50, because that variable is listed first.

Should you have questions or need help with setting up or using dynamic content in your Pardot communications, please feel free to reach out.


About the Pardot rename

In April 2022, Salesforce announced the rebrand of Pardot to Marketing Cloud Account Engagement. While the rebrand unfolds and the world adapts to the new nomenclature, we'll keep the Pardot name in our blog posts.

Author | Jeff Kemp

As Founder and Principal Consultant of Optimal Business Consulting, a U.S. based Pardot Marketing Automation Consulting Agency and Salesforce Partner, I lead our growing team by helping organizations to implement, optimize, and maintain their existing or new Pardot platform with Salesforce using Marketing Automation and Lead Management best practices and proven methodologies.

Follow/Connect with Jeff on LinkedIn
Follow and connect with Jeff on LinkedIn

More about Jeff

As a seasoned technologist Jeff has 30 years experience in marketing & sales and 6 years as a certified Pardot Consultant. Jeff is a data-driven “Strategic doer” with a unique blend of effective STRATEGIC PLANNING combined with many years of successful hands-on TACTICAL EXECUTION in Marketing, Marketing Automation, Sales/BusDev, Web Technology, SEO, Analytics, Operations, and Business within several industries and formerly holding several high level positions in marketing and sales.

A major aspect of Jeff's experience is a strong understanding of gathering business process requirements (current state vs. future state) and creating a viable roadmap to future state implementation utilizing best practices and taking into consideration the client's current data structure and lead management processes.

Strategic. Tactical. Adaptive. Knowledgeable. Capable.

Download Jeff's PDF Bio

Jeff Kemp Bio | Pardot Marketing Automation & Salesforce CRM Sales Cloud Experience.pdf

See our About page for even more.

As Founder and Principal Consultant, I lead our growing team by helping organizations to implement, optimize, and maintain their existing or new Pardot platform with Salesforce using marketing automation and lead management best practices and proven methodologies. I'm a Salesforce Certified Pardot Consultant and I particularly enjoy helping companies optimize their marketing automation to achieve maximum ROI. 

Follow/Connect with Jeff on LinkedIn
Follow and connect with Jeff on LinkedIn

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