So how ‘smart’ is your content? Also referred to as "dynamic" or "adaptive" content, smart content refers to aspects of your website, ads or email marketing that change based on the interests or past behavior of the viewer. So why is this so important? For starters, Jupiter Research found that emails that were ‘relevant’ to the needs and interests of the recipient drove 18x more revenue than generalised, broadcast emails. It’s about delivering the right content to the right person at the right time. But how?