Marketing

Dynamic Image Personalization. How to Use, Where to Apply

Andrei Klimovich
April 13, 2021

Competition for the audience's attention continues to increase in current post-COVID times.

Currently, without travel, daily commute, and outdoor activities, people feel more than ever stressed, existed, and experience a lack of time for essential tasks.

What can we do to switch their attention to our offering in a fun and engaging way in 2021? Fortunately, there are a lot of options and space for improvements for any company.

During a crisis, there is always an excellent way to review our customer success operations and double down on engagement processes with existing customers, like

  • Review your nurturing campaigns
  • Implement Scoring for risk assessment and more effective time allocation
  • Start better tracking and analytics programs
  • Check each channel, performance, and opportunities for improvement

One of the solutions to increase almost any channel performance and improve nurturing results is Image Personalization!

Let's have a look at what can be accomplished today!

Back in 2016, DogPatch Advisors introduced Visual Prospecting as a practical approach to increase conversion rates as one of the meta-data inputs -

Example of content in emails break down for basic email personalization by Dogpatch Advisors

Also, Amazon and Netflix are using custom dynamic creatives in their A/B testing for a long time to improve conventions long time ago.

Example of Netflix sample images for A/B test to improve customer retention


The drawback of these approaches back in 2016? You will need some custom development to be done to get an MVP and start iterating on it.

Today, we can use dynamic images in our emails with the use of many different tools.

Personalized images stoped being something unique and complex from an operational standpoint but continue to be hard to implement from strategic and tactical points.


You need to decide

  • In what email campaigns to use them
  • What users will be happy to receive them
  • At what levels of the customer journey you can apply dynamic fields
  • What content can be treated as personalized and valuable (not creepy)


For example, in Segment.com's first successful attempt at using Custom Visuals, SDRs were sending creatives showing how prospects marketing tools sending data to segment and get transferred to all other sources.

The images were in the form of personalized content since any idea was unique for each person based on a set of small icons in the picture.

Loyal customers were receiving newsletters with stats and custom images about the tech stack they used.

Finally, the tactic of dynamic content played a huge and positive role in the personalized experience for the email list of target customers.

How to Use Dynamic Image Personalization

In 2021, most email marketing platforms allow using dynamic images in the outreach. You can put custom variables on your visuals. Sometimes, it is permitted to rotate images based on separate segments.

It is written a lot of marketing-related blogs on better click-through rates among customized emails. The more different each of your emails to one another, the better your reputation from the Email Service Provider (ESP) view.

However, for a more direct outbound approach or mid-funnel motion, the method is entirely new cause not so many tools in the daily life of a salesperson allow so such tweaks.

Dynamic Email Content

Fortunately, today, we even have a range of tools to look at and learn how to use them.

In terms of Dynamic Image personalization in outbound, let check -

Lemlist - Outbound email campaigns sequencer with tools for image personalization

Lemlist has his own internal set of image templates you can start using right away or at least have a look at what type of images and ideas you can use in your outreach -

Lemlist image canvas to add custom field to image block

The most common templates are "Coffee Cup," "Whiteboard," "Laptop presentation," many different schemes to put a person's image for higher engagement in recruitment outreach.


The next step will be to choose an image and change/add custom variables on it -

Final Lemlist Image Canvas based on Dynamic image API and image template



After that, you are good to go to send your first email campaign with images!

Nexweave - SaaS for creation of personalized images and videos, more focus on video compared to the image

Nexweave also has its own set of templates to choose from -

Nexweave image template gallery with wide rage of images like product images, happy birthday image, etc.

Compared to Lemlist, Nexweave is an additional layer of data and creatives for already working operations. You should have a tool to send marketing emails or video content to apply dynamic content on top of it.

Once you choose or create a template you are going to use, you need to go to the campaign tab, upload a custom list of variables, save and copy a unique embedded Code to use in email template or website script -

Netweave personalized campaign launch setup for email marketing campaigns
Nexweave embedded code link for integration for email marketing success and email editor templates

The unique comparison of Nexweave to other tools is that it allows uploading several video templates, one for preview and another for play.

Hyperise - Image and Website Personalization with a wide range of integrations

Hyperise works similar to Nexweave in terms of image personalization and has a broader range of out-of-the-box integrations and better website personalization methods.

To launch email marketing campaigns with dynamic content in emails with the help of Hyperise, you need to choose a template from Images -

Hyperise campaign launch for target customer personas to deliver better customer service

Put your custom variables, like logo, profile image, and {{first_name}} on the template, click save, and choose integration to generate a code, which you can use as email personalization HTML.

Also, you can choose a dynamic image URL, which can be used by automation software like Expandi to paste in our messaging and have a custom version for each person -

Example of dynamic fields used in personalized images in LinkedIn messaging

Website Dynamic Content

Back in 2015, dynamic website content was a hard-to-implement and very desired tool among marketers. Today, it is not just acceptable to use but relatively cheap to implement!

HubSpot - Content Management System

Using the HubSpot CMS system, you can set up dynamic content on your webpage based on initial user parameters like Device Type, Location, Language, etc. (https://knowledge.hubspot.com/cos-general/add-smart-content-to-your-website-pages-landing-pages-and-emails)

However, suppose any of your users submit a form linked to HubSpot and has an active cookie to understand its identity. In that case, you start to have a much more comprehensive range of parameters to play with and present to the user (for example, it is status in the system -> Lead vs. Subscriber vs. Opportunity).

HubSpot setup of dynamic custom field and content on landing pages



Hyperise - Website personalization code and chrome extension

Hyperise dynamic fields setup with chrome extension for personalized messages

Like image personalization, Hyperise allows you to add custom snippets to your website and make it more personal.

The drawback of a system is the approach it is done -> your website link will be a long list of variables that will be pushed into a webpage.

While such an approach is acceptable for inbound communication, it is hard to send such a link in socials like LinkedIn or spam filters to see it as suspicious in cold outbound communication.

User.com - marketing automation platform with website personalization capabilities

A similar approach works for Marketing Automation Platforms -

User.com example of website dynamic fields personalization and marketing message

They allow creating landing pages and custom code to put user variables on the website.

The approach based on the example of user.com software is also straightforward - create a link with several UTM tags that will convert into the content of a webpage.

The main obstacle for any initiative of such type is underestimating the amount of work, content, and strategy you need to have to make it work.

Where to Apply Personalized Images and Experience in Customer Journey

As described in the book "Data-driven Marketing," research agencies accomplished very high conversions from their landing pages when a visitor received content specific to his industry -> reports, wordings, images, etc.

However, we had even more cases with the failed dynamic content design!


One of the main devils in such tactics is the amount of content creation required.

For example, you sell in two industries - Healthcare and CyberSecurity.

You have 3 Buyer Personas - Head of IT, Head of Operations, and Head of Marketing.

That means you need at least six combinations of different creatives. Also, without A/B testing, you can't say what works and what to improve. So, at least your one page of a website with two versions of different CTAs become a 12 pages monster.

What if you need to update five such pages?

That's already 60 versions!

So, where can we implement a brand new experience in marketing operations?

The easiest way to start is Personalized Emails!


Email Subject & Email Messages are the easiest to vary based on email segmentation.

Each marketer has customer personas and creates email newsletters taking into account the available customer base.

Once you test new custom images about individual customers, figure out what triggers customer engagement most and the user preferences, you can try to implement hyper - personalization for your website.

However, all starts with essential email personalization followed by email marketing success.

I like an example of HotJar growth hacking, where they ran a cheap set of ads on Facebook to figure out the most engaging texts to create unique subject lines and polish customer profiles.

You can do a homework -

  1. Take a base image of your office with a whiteboard and some team members
  2. Put a draft of the dynamic logo
  3. Put {{first_name}} custom dynamic fields
  4. Put {{company_name}} custom dynamic fields
  5. Take your newsletter about product feedback (or create one)
  6. Create a Typeform or Google form with a set of questions about the product (Superhuman has an interesting set of questions to ask)
  7. Check user engagement within this outreach compared to others (usually that campaign should have shallow engagement)

This can still be treated as basic personalization tactics, and if that approach worked, you could start more advanced versions, like persona-based image personalization.

Again, we suggest working with your internal database of subscribers or test slowing with cold outbound. Finally, don't forget to try some Facebook text-only ads to check the wording and its clicks with the audience.

Once you tested the initial methods, you can apply more data sources and fields from 3rd party vendors and public data.

For example, congrats campaign on new acquisitions, fundraising, PR event, like "Congrats on new {{fundraise signal}}!" / "Hope I also could attend {{pr_event}}. You can take this data from Owler.com and Crunchbase.

Or start using hiring behavior based on Rocks & Gold datasets, like using "Hiring for {{job_name}}" message on target image / "In search of {{job_skills}}?}", etc.

Don't forget amount crazy capabilities of website personalization by each customer segment and buyer journey, and you are armed for new twists and tricks to your marketing for the next year :)

In our next article of such kind, we will talk about how to insert website personalization on practice and speed up the A/B testing process of such implementation.

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