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Allow Dynamic Content blocks to reference a non-send data extension

Content Builder

The Dynamic Content block is a great tool to allow business users to build complex dynamic rules in emails using drag-and-drop functionality.

However, the Dynamic Content block will only work if the attributes used in the rules are in the Data Extension used for the email send. For example, it is best practice to create and maintain a "marketing view" of the customer, which is a big flat table containing many attributes about each customer. We then build multiple segmented DEs from this marketing view which we use for sending. Because Dynamic Content can only reference the send DE, we have to copy all the data attributes from the marketing view into ALL these segmentation DEs. This cause a lot of technical overhead in terms of maintenance (if you add an attribute to the main marketing view, also have to add to all the segementation DEs), duplication of data, impacts to automations and queries in terms of run-time and optimsation.

Ideally, we would only include a few key attributes in the segmented DEs (eg: SubscriberKey, Email, etc, etc) and reference the main "marketing view" when building out Dynamic Content in emails.

There is a work around for this using the LookupRows function in AMPScript. However, AMPScript is not within the skillset of our (and I imagine most other) business users who are building emails in Marketing Cloud.

Please allow the Dynamic Content block to reference attributes in ANY data extension at send time, not just the send DE.

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