marcloudconsulting.com 18 Versus the same form as it’s displayed for known prospects in our Pardot account: The same concept applies to email content. You might use dynamic content to display different blog posts in your email based on the job function of the prospect. Or, you could show a different call to action based on their lead score. The sky’s the limit! Even better, we can actually include personalisation and dynamic content within our email subject lines, by using the ‘Advanced Subject Composer. ’ When you consider that getting a recipient to open an email is the first crucial step to success, and that personalised subject lines improve click through rates by 14% and conversion rates by 10%, according to Aberdeen Group, it’s a no-brainer to insert ‘Variable Tags’ into subject lines.