marcloudconsulting.com 17 Dynamic content and personalisation Not only is dynamic content a huge time-saver, but it’s a time-saver that gets positive outcomes for our email marketing activity because we can apply personalisation to the content we are using to reach our prospects. You can use dynamic content to display custom HTML based on prospect criteria, and when a prospect matches the criteria for your dynamic content, a variation of the content displays. For example, here’s how a Pardot form on the MarCloud website looks for those who don’t already exist in our Pardot account: