How does Mailchimp dynamic content work and how does our integration support it?
📋 Summary of the Problem
Marketers want to personalize email campaigns by showing different content to different subscribers within a single campaign. Mailchimp's dynamic content feature makes this possible, but it relies entirely on having accurate, up-to-date subscriber data. Without proper data synchronization from Salesforce to Mailchimp, dynamic content rules won't work effectively, resulting in generic emails instead of personalized experiences.
💡 The Solution
What is Mailchimp Dynamic Content?
Mailchimp's dynamic content allows you to show different text, images, or content blocks within a single email based on subscriber data. Instead of creating multiple campaign versions, you can use merge fields, tags, groups, segments, and stored profile data to determine which content each subscriber sees.
Common uses include showing different calls to action based on subscriber type, personalizing messaging by location or interests, and inserting or hiding blocks based on tags or group memberships.
How Our Integration Supports Dynamic Content
Dynamic content only works well when the underlying data is clean, synced, and structured. Our integration ensures this by:
Syncing Salesforce Field Values to Mailchimp Merge Fields
You can use either our Field Mappings feature or the Data Wizard to push Salesforce data into Mailchimp merge fields. Field Mappings automatically sync field changes from Contacts and Leads to Mailchimp in real-time or near-real-time whenever a Salesforce record is edited. The Data Wizard handles bulk imports and updates on a schedule, making it ideal for initial population or regular batch updates. Both approaches ensure the data needed for dynamic content stays accurate and current.
Managing Groups and Tags for Audience Segmentation
Dynamic content rules often rely on Mailchimp groups or tags. The Data Wizard supports bulk adding Salesforce members to Mailchimp groups, bulk managing tags, and replacing entire tag sets during bulk operations. This is especially useful for initial segmentation or large-scale audience cleanup.
Dynamic Tags for Automated Segmentation
If you need tags that automatically reflect changing Salesforce field values, our dynamic tags feature helps automate segmentation. When a Salesforce field changes (such as Lead Source), the tag updates automatically. This means Mailchimp segments and dynamic content rules update automatically, preventing manual tag maintenance.
Invocable Actions for Real-Time Segmentation
For more advanced workflows, our invocable actions allow you to add or remove audience members programmatically, add or remove tags through Flow or Apex, and trigger targeted dynamic content based on Salesforce events. This is useful for real-time personalization.
