Is there an easier way to create dynamic email content based on a property? The smart URL option just feels overly complicated. We have previously used Campaign Monitor and it was much easier. I have currently got about 30 emails created because we can’t get it to work when we probably only need three?
Any advice and help would be appreciated with this one.
Hi @lbhsw,
If the question is if HubSpot has another better feature similar to smart content, then the answer would be no. Depending on the exact use case there might be workarounds that make everything faster. But generally, that’s how HubSpot’s smart content works, yes.
Best regards!
Hey @lbhsw, I’d suggest starting with Smart Content. It’s the simplest and intended way to make emails dynamic based on a property. You can apply Smart Rules to individual email modules and swap content using contact, company, or deal properties, which usually means you can consolidate everything into just one or a few emails instead of managing dozens.
If Smart Content starts to feel limiting, the next option is Programmable Emails. These let you use HubL conditional logic to render content based on properties. I’ve used this as a developer when more control was needed, but it’s more technical and only makes sense once Smart Content can’t cover the use case.
Thank you. I can’t find any information on how you can use smart content based on a property anywhere though? This would be ideal.
@lbhsw you can’t directly, you have to go via segment membership.
Totally understandable frustration. The good news is that Smart URLs are not the right tool for this job, which is probably why it felt overly complicated. Smart URLs are for directing contacts to different landing pages based on properties. What you’re describing, varying email content based on a property, is handled through a different feature: smart content (also called conditional content or personalization modules).
Within HubSpot’s email editor, you can set individual content modules to display different versions based on contact properties. You define the conditions (e.g., “if property X equals Y, show this block; otherwise, show this one”), and HubSpot handles the rest at send time. Done right, you can collapse those 30 emails down to the 3 you actually need, with each one using smart modules to swap in the right content per contact.
A few things to keep in mind as you set this up:
That said, if your personalization needs are going to keep growing, it may be worth looking at a more purpose-built solution. Blings integrates directly with HubSpot and uses on-demand generation, meaning each contact’s email content is assembled from their live data at open time. You build one Dynamic Master, connect it to your contact properties, and the right content is always current, without managing branching logic inside each email.
Happy to go deeper on either approach if it helps.