Dynamic Content Tags let you show different content to different recipients inside the same email. You create a tag under Campaigns → Dynamic Content Tags and then place it in any broadcast, drip, or evergreen campaign using double square brackets, e.g. [[welcome-offer]]. Tag names must be lowercase letters, numbers, and hyphens only.
Each tag contains one or more content units. A unit pairs content (HTML or text) with rules — conditions based on recipient details (profile fields, email, list membership, confirmation status), time and date, or broadcast and schedule details. Multiple rules in a unit are combined with "and" logic. When the email sends, the system evaluates each unit and either returns the first qualifying unit's content or combines all qualifying units, depending on the tag's return mode. Dynamic Content Tags are also the only way to embed RSS feeds in emails: enable RSS on a unit, fetch the feed's tags, and insert variables like ___title___ or ___link#2___, with parameters for character limits and image stripping.
For quick one-off cases you can use inline conditions directly in email content, such as [if:first_name]Hi %%first_name%%[else]Hi there![endif], plus [elseif:] chains and [ifmemberof:"List Name"] checks.
Worth knowing: always include a default unit without rules as a fallback, order units from most to least specific, and don't delete a tag that's still used in active campaigns — it will render as plain text.
