HubSpot's Smart rule feature allows you to create dynamic emails and landing pages. Here's how to use the tool
Smart content rules within HubSpot gives you the ability to produce dynamic emails and landing pages to ensure you're giving your audience a personalised experience. This is done by allowing you to display different versions of your content based on viewer category.
Smart rules can be used in:
- Email modules
- Blog content modules
- Landing Page modules
Creating Smart Rules follows the same setup regardless of which tool you are in, however, the categories are different.
How to use Smart Content Rules on emails
As mention, this process is the same across assets. However, we find that email is the most used tool with Smart Rules so this example shows you the feature using emails:
Categories
For Landing Pages and Blogs the categories you can use are:
- Ad source
- Country
- Device type
- Referral source
- Preferred language
- Contact list membership
- Contact Lifecycle stage
While the categories you can use for Emails are:
- Contact list membership
- Contact Lifecycle stage
Tips for optimising Smart Rules
This feature offers the ability to create unique content and personalisation for your audience, however, it's not always the right tool. Here are some tips to keep in mind:
- Lists are your best friend when looking at Smart content, if you have a list, you can easily use Smart Content
- Smart content is not recommended for emails you are A/B testing. The number on rule for A/B testing is to change only one thing.
- You can use Smart content for email subject lines, this is great if you want to add the contact name to the email subject line. For example, using a generic subject and then adding the First Name property to the Smart rule using a list of "first name known" ensures the email appears the way you want to everyone.
- You can add multiple Smart Rules, so if you want to cover several options in one email that is possible... but make sure you have covered all your possible options
- You can view more details on Smart rules in this HubSpot article.