You’ve probably heard the marketing term “dynamic content” but has anyone told you how much it can improve your email marketing campaign? Unfortunately, many marketers are unaware of the power of dynamic content and are therefore paying the price. In fact, they are losing out on the 18 times more revenue that they could otherwise be driving if they took advantage of dynamic content*.
What makes Dynamic Content so powerful?
Whether it’s a personalised welcome email, special birthday message, or information on a product that interests them, dynamic email content makes your audience feel valued and special. If you put in the effort to communicate with your subscribers in a way that resonates with them, they will in turn give you their trust and engagement, leading to a better response and impression of your brand.
Get clear on your goal
Before diving into creating content, get clear on your goal to ensure you create the content that will optimise your ROI. While your goal needs to commercially drive sales, it’s also important to consider how you want your readers to feel and the action you want them to take after reading your content.
Understand your database and its structure
Consider what data you have and how it can help you achieve your goal. Once you understand what data you have you can create list segments according to your reader’s characteristics and make your email deployment process a whole lot smoother!
Ensure you optimise the data you have access to, this not only includes the data that prospects have provided in a form, but also behavioural data such as the time and location of their interactions and the weather in their area. For example, if your goal is to increase sales of a specific product, your lists should be structured in a way that identifies those whose website activity shows interest in the product. They may also be in the right location, be the right age and gender or have previously purchased a product that is complementary to the one you would like to sell.
If you do not have access to any data, you can start building your database by adding gated content to your website. Find out more.
Create the right content
A huge 74% of online consumers are fed up with seeing content that doesn’t relate to their interests**. The best content is relevant content. If you’re relevant to your audience, be prepared for a flood of returning visitors to your website.
Make your dynamic content relevant by reaching out to subscribers in their own language, showcasing specific offers on products they have been viewing, relating your content to the weather in their location or displaying a live feed with the most up-to-date information on a topic they have been following.
You can deliver your dynamic email in four key ways including conditional content, where specific messaging is displayed based on set criteria, XML or remote content, an API single send, where your content is specifically personalised for one reader, or a real-time email where content will adapt when the email is opened according to the location, device or weather.