Which feature helps to personalize the communication based on user behavior?

Dynamic content is a feature that personalizes communication based on user behavior by allowing marketers to change the content within emails, landing pages, or forms based on specific criteria, such as user preferences or interactions. This means that different users can see different content within the same asset, tailored to their previous engagement, interests, or demographic information.

When a user interacts with content, such as clicking links, downloading resources, or reengaging after a period of inactivity, dynamic content can adapt in real-time to reflect these behaviors. This capability enhances the relevance of marketing communications, leading to improved user experiences and higher conversion rates.

Other options, such as smart lists, while useful for segmenting data and targeting specific user groups, do not inherently personalize individual content based on actions taken by users. Email metrics provide performance analytics of campaigns but do not affect the content delivered to users, and lead scoring helps prioritize leads but does not modify communication based on behavior in real time. Thus, dynamic content stands out as the best feature for achieving personalization through behavior-driven adaptations.