Smart content is the type of content that adjusts to every user based on their demographics, behavior, and engagement. It is also called dynamic content. Marketers create it to attract user attention, increase their retention, and convert them into clients.

Smart content is widely used on sites, in apps, email campaigns, web push notifications, and chatbots on social media. You can bring your communication with users to the next level with SendPulse, so stay tuned.

In this article, we’ll uncover the benefits of smart content, explain the way it works, and show how to create it with SendPulse.

Why should you use smart content?

Generally, it helps you improve the user experience you provide. It’s no wonder that modern-day users prefer brands that treat them as individuals rather than those that aim to reach wide audiences with the same techniques. People appreciate customer-oriented companies that keep consumers’ needs at the heart of their business.

Creating smart content allows marketers to reap several benefits. Firstly, it implies advanced personalization. Users are much more likely to engage with personalized content. This type of content includes not only using a client’s name in an advertising message but takes into account their previous touchpoints with a brand, history of purchases, and personal data (location, age, gender, etc.). Secondly, smart content enables companies to target particular segments of their audience and automate communication with customers based on their common characteristics. Thirdly, brands can convert users into clients more effectively with the help of dynamic content. Besides, you can easily track the effectiveness of your dynamic content to improve your strategy.

Now that you know how valuable smart content is, it’s time to discover the way it works.

How does smart content work?

To answer this question, we should consider the information you can use to create smart content. Mind that you can get this data either by asking your clients to share it with you or using third-party platforms and developers to obtain it technically.

You may need the following information to use smart content in your marketing strategy:

  • location (you can determine a user’s country by their IP address; if you need a more specific location, you can get it with the help of the HTML Geolocation API);
  • demographics (you can ask users to share their gender, age, education, employment, marital status, and ethnicity via a subscription form);
  • language (based on a user’s language set in a browser);
  • device (you can retrieve it by checking the user agent of a browser);
  • previous activities on your site and items bought (make use of cookies, user accounts, CRM, and analytics tools).

In fact, you can use any information that may be valuable to your business. The only thing to remember — follow the laws and be ethical.

You can include the above-mentioned data in your email campaigns, push notifications, chatbots, landing pages, and user accounts. This way, every client will see personalized offers that fit their specific needs. In the next section, we’ll show you how SendPulse tools support using smart content for better performance.

How to Create Smart Content with SendPulse

SendPulse is an all-in-one communication platform that enables companies to build long-lasting relationships with their audience via email campaigns, web push notifications, SMS, chatbots, landing pages, and CRM. You don’t need any coding knowledge or technical skills to work with our services because every feature provides an intuitive drag-and-drop builder. We’ll show you how to use smart content to promote your product effectively.

Email campaigns

Email marketing is a powerful channel. It allows brands to keep their customers informed about recent updates, news, and order statuses and share valuable content. It won’t take you more than an hour to create a professional email template, or you can choose one from our ready-made templates.

If you already use email personalization, consider smart personalization. It is an advanced technique that uses smart content to save time and send more relevant campaigns. Let’s say you want to inform your audience that you are offering free shipping to some cities and discounted shipping to other cities. In this case, you would have to create separate emails, but with the help of smart personalization, there’s no need. It allows you to personalize either your subject line or any part of your email body.

For this purpose, you need to have the variable “city” in your mailing list. If you don’t have one, go to your SendPulse account, click “Mailing lists” and “Create variable.”

Creating a variable

Now add its name, choose the variable type, and let subscribers edit it.

Creating a variable

Then, add the cities of your subscribers.

Creating a variable

Alternatively, you can add the “City” field to your subscription form so that this data will be added automatically after your users submit it.

Now, when creating an email campaign, choose the desired place of your email body, click “Add criteria,” select a variable, and set conditions. This way, your users from New York will receive an email with the free shipping, and other subscribers will see an alternative text.

Smart personalization

To get a detailed guide and see some examples, follow our article in the Knowledge Base.

Push notifications

With the help of push notification, you can notify your audience about the release of a new feature, recent articles on your blog, a time-limited discount, or any special offer. To use smart content, you can apply segmentation if you have more than ten subscribers.

For this purpose, tick “Segment the list” when creating a notification. You can either use saved filters, select new criteria such as browser language, region, subscription page, subscription date, browsers, and platforms used, or add any specific variables. This way, each subscriber on a list will receive a message with smart content.

Push segmentation

Follow this guide to learn how to send segmented and personalized web push notifications.


SendPulse provides an easy-to-use chatbot builder that enables marketers to create chatbots for Facebook Messenger, WhatsApp, and Telegram. With their help, you can provide automated FAQs, consult leads, and convert them into your clients faster. Implementing smart content in chatbots is possible with the help of tags. They allow you to segment your users to provide them with relevant offers.

Tags are attached to buttons. When a user clicks a certain button in your chatbot, a particular tag is attached to them. Then, you can filter all your users based on tags and send them only valuable offers.

Take a look at the chabot flow below. A user has to choose the type of cheese they like, after which they receive different messages based on their preferences.

Chatbot tags

For more information on how to use chatbot tags, check out the instructions in our Knowledge Base.

Now you know the benefits you can reap with the help of smart content, so it’s time to develop your strategy. Make use of SendPulse’s free promotional tools to improve your relationships with customers and blow up sales.

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