Dynamic Images

Dynamic images allow you to display different images depending on a recipients preferences or details. For example, you may want to display different images depending on someone’s gender, where they live, or their interests.

To set this up, you can either use Pure360’s Drag & Drop editor or the HTML editor.

To begin, you’ll need to prepare:

  1. The images you want to dynamically insert into your email

  2. A placeholder image to use while you’re editing your message

  3. An extra column of custom data in the list you want to send to

Dynamic images

The first step is to upload all the images you want to use in your email to your uploadlibrary within PureCampaign. Make sure they’re all the same dimensions, and if you organise your images into folders, make sure they’re all in the same one.

Placeholder image

The next step is to create a blank image that you can use as a placeholder for the dynamic images while you’re editing your email. It’s helpful to make this the same dimensions as the dynamic images that you added in the previous step, and also make sure you upload it to the uploadlibrary in the same folder.

The most important part of the placeholder image is the name you give the file. The name needs to exactly match the name of the extra column in your list that is explained in the final step.

The name also has to be in personalisation tags. For example, if you column name is ‘image1’, you’d name your image:


An example of this you can download and use is below:


Preference column in your list

The next step is to create a new list of email addresses that contains an extra column of custom data. When you name this column, make sure it exactly matches the name of the placeholder image that you uploaded in the previous step, in this example ‘image1’, not including the file type, eg .jpg, or any personalisation tags. For example, if your image is called


You’d name your column ‘image1’.

In this extra column, next to each email address, add in the name of the image that you want them to be displayed. For example if your images are hosted as:

http://www.uploadlibrary.com/profilename/red.jpg http://www.uploadlibrary.com/profilename/blue.jpg

You’d simply add them into your list as follows:


As you can see, you don’t need to add in the full url or the file type, simply the name.

Fallback Image

Also make sure you have a fallback image in case you do not have a value in each person's record and then name it in the Personalisation Fallbacks in step 3 of the editor.


As the name of your placeholder image includes personalisation tags, when your campaign is sent, the platform will replace the area within the personalisation tag with whatever it finds in the personalisation column for each individual email address. In this case, it will simply find the name of the dynamic image, and the url will update to exactly reference the image you’ve specified in the list.

Because this process relies on referencing a list field, you’ll need to schedule yourself a full live send to a sample list to test this fully.