You can compare the performance of emails with dynamic content against emails with no dynamic content. You'll see which emails perform better with your customers.

You want to know not only what individual emails perform best, but also how specific tactics, such as dynamic content, impact your email performance. You decide to investigate if emails that use dynamic content perform better, worse, or about the same with customers.

Go into the Email comparison report in Performance Insights and click Add new to create a filter set of your report that contains only emails with dynamic content. You choose your preferred date range and you add the Dynamic content filter. You then name the view "With dynamic content" and save the filter set.

After you create the first filter set, follow the same process and set the same filters. In the Dynamic content filter, set Does not contain dynamic content and name it "Without dynamic content".

After both filter sets are created, you look at the "With dynamic content" filter set. You're particularly interested in your Click rate (unique) metrics. You find a 34% click rate for your emails that contained dynamic content. You then go to the "Without dynamic content" filter set and look at those same emails. Your click rate is only at 14%. You find that customers seem to interact with emails containing dynamic content much more than emails that don't.

From seeing these metrics that are compared, you are able to see the value of adding more personalized content to emails. You also get ideas for what tactics can further improve your performance.