Sometimes to deliver the right message to the right person, segmenting your audience from the start is the best option. Audience segmentation is great when different groups will have different CTAs - for example when the lead stages in a group vary. Other times, your content just needs minor tweaks to make it relevant and powerful. Use the dynamic content feature in the Email Bot editor to deliver the right case study or value proposition for your recipient's company industry, their interests and more.

Basic Setup

In the email campaign editor, click into one of your emails and look for the icon highlighted below.

After you click the icon, you'll see a dropdown with all of your available Drift attributes - default, custom, and Drift Intel data if your plan includes it. Select the attribute you want to decide between content variations.

Once you select an attribute, you'll be able to add variations. Each variation has an operator and a value which will be compared to your recipient's attribute. For string attributes, we'll just show an "equals" operator, but for numeric attributes we'll also show greater than, less than, etc. In this example we're basing our variations on the employee number of the recipient's company and have different content for small companies (<30 employees) vs. more established companies (100+).

When you click "Insert," we'll populate the email with your variations laid out in a templating language called Jinja. The highlighted yellow text is the logic that supports the variations and won't show up in your final emails. Additionally, only one variation will show per email - whichever is the first one that's met. Lastly, if no conditions are met, we also have the "else" block available to fill in default content.  

This code is editable but we'd suggest not touching it without experience. We don't validate the code between you saving the email and enrolling an audience at this time. If you need to change the variations, we'd suggest deleting the whole block by highlighting and pressing the delete key, then starting over.

To verify the variations will work correctly, you can send a test email to yourself. To change which variation you'll receive, edit your contact in the contacts view of the main Drift app.