Revolutionise your Email Campaigns with Dynamic Content

Reading Time: 5 minutes

Personalisation is important in email marketing. You can use personalised content to engage your contacts on subjects and topics specifically designed to interest them. Providing contacts with the content they want to read is a key foundation of inbound marketing strategy.

Dynamic content was introduced as recently as 2014 and allows marketers to adapt their messages on-the-fly based on behavioural data about their contacts. In this post, we discuss how you can optimise email campaigns with dynamic content in order to personalise the customer journey.

Common dynamic content fields include:

– Location: Content can be changed based on the location of the email recipient. This is useful for campaigns targeted at a small geographical area and is one of the easiest types of dynamic content to implement.

– Recommended Products: A company may want to send information to their customers based on recommended products. Giving product recommendations to the customer based on their specific behaviours increases the chance that they will take action..

– Device: You can target your email recipients by the device that they are using. Some dynamic content, such as a mobile app promotion, would not be effective on desktop. However, the same content on a mobile device would drive app downloads and conversions.

Before you begin using dynamic content in your email campaigns, you first need to collect data about your contacts. Without the right types of data you will not be able to use dynamic content. Data should be stored in an easily accessible and searchable format. User behaviours and characteristics are the foundations from which you can begin to adapt your content.

To make full use of dynamic content, you need to have a centralised data centre containing data on every marketing channel. Integrating your marketing strategy provides you with a comprehensive overview of how your contacts interact with your company across all mediums. You can use this data to trigger appropriate emails and responses. We will discuss integrated marketing strategies further later in this post.

You may also choose to target contacts based on their position in the conversion funnel. A contact who is ready to convert will require different content to a new lead which needs to be nurtured. Dynamic content can be used to ensure that contacts only receive the content that is relevant to their needs.

When you use an integrated marketing strategy you can access and respond to actions from across all marketing channels. Email gives you the opportunity to react to how contacts interact with your company from all marketing channels. Contacts expect that their previous interactions with the company will be taken into account when they make contact. An integrated marketing approach allows you to do this, creating a seamless customer experience.

Dynamic content is still developing but the benefits are clear. When using dynamic content blocks you can expect:

– More Targeted and Relevant Campaigns: Dynamic content blocks allow you to change the content of your email based on the recipient. This allows you to create campaigns tailored to individual recipients establishing a one-on-one relationship with your email recipient. More specific than segmentation allows, dynamic content gives you the opportunity to send different emails to each contact in your database based on specific criteria.

– Increased Engagement Levels: Sending campaigns containing dynamic content increases email engagement levels. By increasing engagement with your email campaigns you can ensure that campaigns achieve their goals. You can also monitor which segments of your email list respond the most to your campaigns and can adapt accordingly.

– Fresh Ideas Produce New Opportunities: Providing content that is tailored to each email recipient is likely to produce new opportunities with contacts who would otherwise be disengaged with your emails. This strategy means that you can reach out to a larger audience with your email campaigns, broadening the number of opportunities.

Email marketing with dynamic content is extremely effective when you want to engage your subscribers. However, there are some pitfalls to avoid when incorporating dynamic content in your email marketing strategy:

– Over Personalisation: Whilst it is great to receive an email that is personalised to the individual recipient, nobody likes an email that is overly familiar. Emails that have an overly familiar tone run the risk of alienating the recipient. Furthermore, sending an email based on all the data that you hold about a client may seem intrusive. Especially if you are sending an email campaign from a company with a serious message, overly friendly email copy may result in a mixed message. Take time to consider how much personalisation is appropriate for your email campaign.

– Inaccurate Data: Garbage In, Garbage Out is a well known phrase among computing professionals. The quality of your data input will impact how accurate your dynamic content will be. When creating dynamic content around personal data fields, it is imperative to validate the accuracy of your data before you hit ‘Send’.

Email campaigns with dynamic content enhances the user experience and also positively impacts campaign performance. Once you begin using this type of content, you can expect to see an increase in engagement levels as users appreciate a more personalised and targeted approach.

Related posts:

Why is it that freeing demographics out from under oppression must be done universally and unanimously between the oppressed? Specifically examining some of the points made in the works of Karl Marx…

after everything you’ve done to me.. “Why do I wish you still want me” is published by Willow Mills.

Lawrence sat in his 20 by 30 metres office staring lazily at the television opposite his desk. He was finding it difficult fixing the rate for the new brand his company was planning to lunch by the…