The term "dynamic content" has a variety of definitions, depending on its use and to whom you speak. Simply put, dynamic content is the virtual opposite of static content. "On the web," says Greg Koski, CEO of site incubator WebLabs, in Fitchburg, Massachusetts, "dynamic content versus static content is the difference between truly interactive content and a pdf. Dynamic content is based on database programming that creates response on the fly, based on demand or input."

As you've read in the article above, you can maximize the potential of dynamic content in a variety of ways, such as communicating with your subscribers in a one-to-one manner that is personal and invites an exchange of information.

There are several services that you might already be using. For instance, you can customize your newsletters with information specific to the recipient and you can also prioritize articles according to the reader’s interests. And you might have already tried the survey feature where you can get immediate feedback on your subscribers’ preferences and opinions.