How to maximise email with dynamic content
Want higher email open rates, transactions, and click-through rates? You gotta get personal. Really personal.
Personalisation is King when it comes to email content. People expect you to know them well, and to tell them about the products and services that they’ll like – even if don’t yet know it exists. Highly customised content that reflects the customer’s profile and prior behaviour has the best chance of getting noticed in today’s saturated inboxes.
That’s why ‘Dynamic Content’ is among today’s hottest MarTech.
Dynamic content – also known as adaptive or smart content – is the term used to describe email aspects that change depending on your unique interests and past actions. Think of the recommendation engines from Amazon and Netflix. This is genuine customisation and personalization, and it knows you sometimes better than you know yourself.
How? Using your profile data and the prior actions you’ve taken with a company, everything in your email is tailored to you. Today’s automated marketing platforms let you send one-to-one emails en masse to subscribers, with improved engagement and ROI.
Here are our top tips to be more personal and dynamic with your email marketing campaigns.
To create a relevant experience for your customers means giving them useful content that reflects their prior behaviours and interests. A strategic approach with this content will result in a higher click through rate from your email to your landing page. The call-to-action on this landing page should also reflect their prior behaviour with dynamic content.
Here’s how it would work: a subscriber clicks through from your email to your site. They like the lead generation box and download your ebook or whitepaper. They love it and come back to the website to see more of what you offer.
This is your big moment. You can either show them the exact same ebook promotion, or you can show this customer that you already know them and progress them to the next offer.
Using dynamic content and smart calls-to-action you can tailor content based on past behaviours and move customers closer towards the end goal – a direct sale, a trial, meeting, phone call, whatever your next funnel phase might be.
Your relationship with customers will constantly evolve when your content follows their behaviours and needs.
Your newsletter subscriber has already registered their details to receive your inbound marketing. They might also be interested in other offers with your business – be it more valuable content offerings, webinars, events, exclusive social groups, loyalty offers, etc.
Using dynamic content means they are recognised by you already. They can bypass another form and get instant access to ensure they aren’t constantly jumping through lead capture hoops after clicking through from your email.
Dynamic content lets your customer know that you really know them. In fact, you know exactly where they are.
Marketing campaigns that are truly personalised work with segmented lists. These lists contain a range of values, including the person’s location. This helps you send content and offers that deepen your connection with customers by being relevant to where they are physically located.
Connect your customers to a local sales rep or store, or offer transport and eating suggestions based on their hotel bookings.
Got an event in the same region as your customers? Let them know about it. Small content flourishes that show local knowledge – such as a nod to local sports teams – can add interest and authenticity to your marketing.
Isn’t it all personal? Well, yes. When you have developed specific customer personas, it gets even more personal.
Businesses often serve a few different personas. Breaking down the characteristics of those personas helps tailor different marketing messages and offers that specifically relate.
If you haven’t already developed customer personas, you could start by talking to your sales team about their best customers. Start off with just a few personas rather than going too broad.
Email marketing with specific imagery that reinforces this persona shows that your marketing represents them personally. Persona-based imagery can also follow through to the landing pages or regular website pages linked from the email.
Another great way to use dynamic content is to segment customers and prospects by industry. This often follows neatly from your personas particularly if your company is primarily B2B.
Many companies often target industry-specific personas, so it stands that marketing communications should reflect those industries with the highest value to your business.
Again, the email and landing page content triggered by these customers would be best served with industry-specific imagery and language. Manufacturing professionals are less likely to relate to imagery more suited to medical professionals, for instance. People like to see people like them, people who use the same industry-specific language.
Using dynamic content gives you the opportunity to present pictures and words specific to doctors, or people in industrial warehouses. It will be more relevant and has a better chance of converting because it shows that you understand their needs rather than marketing with a cookie-cutter.
Be the thing that people Love
When you use dynamic content, you are showing customers that you already know them. This enhances the experience of your readers or visitors who come to value your content, products and offers.
Dynamic content starts to deliver real value to your customers and leads by understanding their needs – where they’ve come from, to where they are now, to where they need to go next based their current position in the customer journey.
All of the data gathered with your MarTech provides valuable insights into your customer’s preferences and past behaviour. Combine this with dynamic content and you’re in a top position to provide customers with things they need, making your marketing something that they love.
Tech pillars behind Dynamic Content
- Centralised marketing database
Your marketing database is the brain behind your dynamic content. It stores your customer’s interaction history with your emails and landing pages.
- Smart content generator
Smart content is content that is informed by data and responds using a set of rules. A smart content generator will show or hide content based on your marketing database.
- Integrated email system
If your email system is tied into your contacts database, you can also add dynamic content in email sends.
Dynamic content features to consider using
- Video: Embed your video code inside the email template to show your marketing messages using the power of sound and vision.
- Device targeting: Got a new app? Send customers to the correct app store for their specific device.
- Convenience apps: Empower customers to do everything from your email. Use dynamic features from direct calendaring to direct messaging a sales rep – all from within the email, and watch engagement skyrocket.
- Dynamic surveys: Rather than adding an external link, embed a survey within the email so subscribers can respond instantly.
- Live scrolls: Make your email pop with scrolling prices or offers that change each time the email is opened.
- Countdown timer: Limited time offers, registrations and event deadlines create urgency. Especially if it’s added to a live banner in the top of the email.
- Social feeds: Embedding real-time social feeds promotes subscriber engagement and gives you an easy way to double your reach with this simple amplification tactic.
Need help maximising your dynamic content opportunities with email marketing? Get in touch with a Digital Marketing Specialist via firstname.lastname@example.org