Dynamic content refers to web or email content that changes from user to user based on a set of predefined rules. Dynamic content has become an important means of delivering personalization and great customer experiences. In addition, it increases engagement, conversion rates and is cost effective and easy to implement. Examples of content that can be varied between users in emails are images, CTAs, and subject lines. Similarly, dynamic web content can be delivered through landing pages so that the content displayed is more relevant to each visitor. Name, location, weather information, preferences and previous interactions can all be used to introduce dynamics and personalization to customers and prospects. Thus, the quality of dynamic content depends on the amount of customer data collected. Also, marketing automation platforms can significantly improve the quality of dynamic web and email content by creating rules for fast and efficient execution.