Personalization with Marketing Cloud on Core: How to Use Dynamic Content & Expressions

Your messages are doing their job, but are they working it?

If your campaigns are feeling a little too copy-paste, a little too “blah,” it might be time for a serious glow-up. You’ve got the data. You’ve got the content. Now it’s time to use the tools inside Marketing Cloud on Core (aka Growth and Advanced Edition) to turn that good-enough messaging into something that shines!

This blog will teach you how Dynamic Content and Expressions can transform your messages from basic to brilliant. You’ll learn what these new features are, how they work, and how to use them to make every send feel personal, polished, and powerful!

Let’s Start with the Basics

Before we dig into the tools, let’s talk about transformation. A glow-up for your marketing means:

• Less copy-paste, more customization
• Making use of the data you already have
• Messages that speak directly to the recipient, not the crowd

Marketing Cloud on Core gives you two powerful tools to make it happen. Ready to transform your messages? Let’s learn how to master Dynamic Content and Expressions.

Introducing Your Email’s Style Squad

Give your emails a fresh look without starting from scratch. Think of Dynamic Content like your email’s glam squad; each part makes your email stand out. Consider giving your email different “outfits” based on who’s opening it.

• Personalization Point: This is the part of your email where you give a mini makeover. It could be a subject line, preheat, hero image, or CTA – any element that could use extra sparkle.
• Personalization Decision: This is the brains behind the beauty. It figures out who should see what based on the rules you set.
• Targeting Rule: Your custom-fit formula. It defines “if this, then show that” logic. For example, “if account type = VIP, show gold banner.”

Pro Tip: Already built a variation you love? You can reuse it in other emails using recent Personalization Points.

How to Apply the Glow-Up: Creating Dynamic Content

Let’s walk through giving your content a dynamic makeover:

• Open your email in the editor and select the content block you want to glam up.
• Head to the Dynamic Content section and click Add Variation.
  • You can use the Variation dropdown to access NewVariations if you’ve already got some variations.

• When the Create or Reuse Personalization Settings window pops up, select New Variation.
  Heads up: Your message has to save first, so give it 10-20 seconds.
• Name your variation and create your Targeting Rule.
• Click Save, then customize your content within that variation, like updating a header image or swapping out messaging for a specific audience.
• Use the Variation dropdown to preview how your message looks for each version.

Pro Tip: Use dynamic blocks sparingly at first. Target high-impact spots like hero images or CTAs, and test frequently to ensure each variation shines.

The Finishing Touch for Personalized Flair

Once your content’s dressed to impress, it’s time to fine-tune the details, and that’s where Expressions come in. They’re like your behind-the-scenes styling tool that ensures every message feels personal, even when the data isn’t perfect. Here’s how Expressions keeps your messages looking polished:

• Saved Expression: Think of this as your go-to styling shortcut. It’s a reusable logic block you create once and drop into multiple campaigns; it’s less work with the same wow factor.
• Attribute Selection: This is where you tell the Expression what data to look at, such as PreferredName, LoyaltyStatus, or FavoriteProduct.
• Fallback Value: No data? No problem. Expressions let you set a backup so your message stays smooth. Instead of “Hi,” you get “Hi there!”

Expressions ensure every message feels intentional and on-brand like you planned that way (because you did). 

Adding the Ultimate Accessory: Creating Expressions

Here’s how to build your first Expression and set your messages up for consistent, reusable personalization:

1. Head to Content > Content Workspace in Marketing Cloud.
2. Click Add, then choose Content.
3. Select Expression, then click Create. (Yes, you’re about to create something fabulous.)
4. Give your Expression a name that clearly describes what it does (like “PreferredName Fallback” or “GoldMemberStatus”).
5. Use the Attribute field to choose the customer data you want to reference.
6. (Optional) Add a filter if you need to narrow down conditions, like only using this Expression when someone’s location is “US.”
7. Click Save.
8. Don’t forget to hit Publish to start using your Expression in your messages.

Pro tip: Once created, Expressions can be used repeatedly across campaigns, saving you time while keeping your personalization game strong.

Using Your Expression in a Message

Now that you’ve created your personalized shortcut, it’s time to drop it into your message for that final glow-up touch.

1. Open the email, SMS, or WhatsApp message where you want to use your Expression.
2. Select the content block where you want your personalization to appear.
3. Click the [] Add a merge field symbol.
4. Choose Saved Expressions from the dropdown menu.
5. Pick the Expression you created earlier.
6. Add a default value (like “there” or “friend”) in case your data field is empty.
7. Click Done and admire your work.

Pro Tip: This ensures your message always reads naturally, even if a customer’s name or info is missing the data.

Use Them Together for a Full-On Email Glow-Up

You’ve got the tools! Now it’s time to layer them like a pro stylist would. Dynamic Content and Expressions are great on their own, but when used together? That’s when the real transformation happens!

Think of Dynamic Content as your email’s wardrobe, changing outfits based on who’s reading. Then think of Expressions as the accessories, adding that personalized sparkle like someone’s name, product interest, or membership level.

Real-World Example

Let’s say you’re sending a promotional email:

• You use Dynamic Content to show one banner for loyalty members and another for new subscribers.
• Inside each banner block, you drop in an Expression to greet the user by name (with a fallback like “their” in case their name isn’t available).
• You also use Expression to highlight their preferred product category, so the CTA feels totally tailored.

The result? An email that looks like you custom-designed it for every person without cloning templates or managing a million logic paths.

Why This Combo Works

• You reduce manual work by creating fewer, smarter assets.
• You create hyper-relevant emails without sacrificing time or scalability.
• You build a customer experience that feels seamless, polished, and personal, even if you’re sending to thousands at once.

Using Dynamic Content and Expressions is the email marketing equivalent of putting on a fresh outfit, doing your hair, and finishing with the perfect accessory.

Ready to Give Your Emails a Glow-Up?

You don’t need a whole new wardrobe of emails, just the right tools to style them smarter. With Dynamic Content and Expressions in Marketing Cloud on Core, you can transform basic batch-and-blast messages into personalized, polished experiences that connect with your audience.

From targeting rules to fallback names, you have everything you need to bring out the best in your campaigns without doubling your workload. Whether you’re just dipping your toes into personalization or looking to scale with style, this glow-up is just the beginning.

Want help applying what you learned?

Book a consultation with Sercante’s Marketing Cloud experts to review your personalization strategy or sign up for one of our hands-on workshops. Let’s glow up your next campaign together!