marcloudconsulting.com 29 3 Dynamic content for Wartsila When Wartsila wanted to nurture leads who had completed a file download, we created a series of email templates that included dynamic content for the type of vessel (water or oil) a prospect had. This would help content to resonate with the recipient and increase engagement. However, taking it one step further, we decided against just showing default content when the type of vessel a prospect had was not known (not collected at the time of download). Instead, we also asked the recipient to update their email preferences using call to actions to separate landing pages; water, oil or both. We used Custom Redirects in the emails with completion actions to update the relevant fields with the prospect’s preference. This allowed us to personalise future emails and ensure we could show relevant content depending on their vessel. It also allowed the client to gather more information on existing prospects for their ongoing marketing comms and for the sales team to make use of.