Dynamic Content / API with Silverpop: Part 2

Heidi Olsen
Sr. Software Engineer

In 2016 members of eROI’s email team attended training and certification sessions for IBM Marketing Cloud (also known as Silverpop). The following is part 2 in a series covering some of the tools and capabilities we liked best.


Dynamic Content (DC) is an IBM Marketing Cloud feature that allows a mailing template or Landing Page to have variable elements, or blocks.

  • The content is determined by values stored in the contact source or by behaviors performed
  • This allows content to be automatically tailored to each contact based on values associated to their record
  • Content rules are matched to each contact based on their specific information
  • Each contact can receive a customized communication
  • Dynamic content can be text, HTML, or graphics (using HTML)

Dynamic content can be created based on any data you collect. Some examples are:

  • Gender – different text for men and women
  • Location – various regional images inserted according to the recipient’s address
  • Age – differing images for youth and seniors
  • Previous purchase history

Check out some creative ways you can use your data to make your emails more engaging.


Targeted, personalized email content helps drive more clicks, conversions, and ultimately, more revenue for your business. This is because personalized emails are more relevant to subscribers. Instead of receiving a campaign with generic, one-size-fits-all offers and messaging, your subscribers will receive an email that is relevant to their individual interests.
Note that Dynamic Content in IBM Marketing Cloud can be used with Programs but not with Transact. The data that triggers mailings through Transact must come through the API.
To learn more about dynamic content in emails, read Matt Grantski’s write-up on modular emails for our partner Aramark.


API, or an Application Program Interface, is a set of routines, protocols, and tools for building software and applications.
Through the API you can access a software’s database or integrate new features into existing applications. Google Maps, Twitter and Facebook have APIs that allow external sites to display content originating from their platforms, such as directions to a store location, latest Tweet or Facebook post.
IBM Marketing Cloud’s API integration options include:

  • Website: Online forms, analytics, event triggers
  • Data: Data Warehouse, eCommerce, CRM System
  • Application: Custom Apps, CRM Systems, Support Systems (XML)


Utilizing IBM’s Marketing Cloud API allows you to automate processes and send triggered messages in real-time using XML over HTTP, without any latency.
Access to IBM Marketing Cloud’s API does not require a special login, but it is advised to create a new user account to ensure username and passwords are not changed without the developer’s knowledge.
Common API Calls include:

  • Remove a contact
  • Import/Export to DB (List Import/Export)
  • Create and add to list
  • Create and calculate queries
  • Create, insert, update, import to relational tables
  • Schedule a mailing (Send a mailing to a contact source)
  • Export Events
  • Reporting
  • Get job status

Check back for Stephen’s final part in the series on Silverpop.

Heidi Olsen
Heidi Olsen, Sr. Software Engineer at eROI.