Which of these characteristics is not available to use in smart content?
- Device type Referral source
- Preferred language
- Contact list membership
- Email address
Explanation: The correct answer is ‘Email address.’ Smart content is dynamic content that adjusts based on various characteristics or attributes of the visitor viewing the content, such as their device type, referral source, preferred language, and contact list membership. These characteristics allow marketers to personalize content to better suit the needs, preferences, and context of the individual visitor, enhancing their experience and engagement with the website or marketing materials. For example, content can be tailored differently for visitors accessing the site from mobile devices versus desktops, or for visitors who speak different languages. Additionally, content can be customized based on where the visitor came from (referral source) or their membership in specific contact lists within a customer relationship management (CRM) system. However, the email address of a visitor is not typically available for use in smart content, as this would require the visitor to have already provided their email address before the content could be personalized based on it. Therefore, among the given characteristics, ‘Email address’ is not available to use in smart content personalization.