Email marketing is one of the best ways to keep customers engaged. Customer engagement is critical because it costs more to attract new customers than to generate repeat business. To keep your email subscribers interested, email content should be original, relevant, and personalized.
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Readers are not going to be influenced by cookie-cutter emails that are sent to everyone. Segmentation can create some degree of personalization, but the way to truly speak to your customers is through dynamic email content.
Dynamic content goes a step beyond a catchy subject line or content that is matched with individual personas. Examples of dynamic content are the subscriber’s name in bold or large font appearing in the introduction of the email or one section of the email that is differentiated with specific images, pinpointed promotions, and hyper-personalized content.
Dynamic content takes personalization to the next level. Personalized email marketing is an essential first step, and involves researching your customers, organizing them into personas based on online behavior, user habits, and other data points.
Creating content tailor-made to these personas is the key to this personalized marketing strategy, but dynamic content transcends mere segmentation because it is always changing based on online actions. This keeps content fresh and original and will impress your subscribers.
What Is Dynamic Email Content?
Dynamic content is video, text, or audio that changes based on online behavior, and its a commonly used strategy with the tech giants (Facebook, Amazon, Google, Netflix, etc.). It works similarly to YouTube recommendations reflecting the songs or new shows you watched earlier that day or the way Spotify recommends similar songs based on your listening experience. Dynamic marketing removes the guesswork and time required to predict and segment customer types and updates content that best suits individual customers based on their current behavior.
Why Use Dynamic Email Content?
Two main reasons to use dynamic email content are that it improves customer engagement and is more comfortable. To segment, your emails, placing each customer in a particular category, and deciding which emails they are going to receive can consume a tremendous amount of time, particularly if subscribers fit into more than one persona.
Dynamic email marketing lets you send one or two types of emails with one section that is dynamic and hyper-personalized to fit specific readers.
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Emails with a personal touch can win over subscribers. Some of these touches include using the reader’s name in the introduction, promoting an event in their time zone. Data added to the email’s content is based on reader preferences and CTAs that refer to customer-specific actions, including purchasing items in an abandoned shopping cart or taking advantage of a previously pitched deal.
Dynamic Content Based on Demographics
User information, such as age, sex, location, job, marital status, and education, provides a key to targeting dynamic content. Targeting promotions or crafting content to emphasize certain locations, encouraging the purchase of an anniversary gift, and marketing products that are useful in certain careers are examples of the role demographics can play in shaping a dynamic content strategy.
One advantage of collecting demographic data is that it tends to remain consistent, whereas online behavior changes. Given that location and marital status can change, it is essential to regularly update demographic data to ensure that marketing content stays relevant.
Dynamic Content Based on Preferences
Customer behavior updates dynamic content, which can change based on pages customers visit, products they select, and the amount of time they spend on your website.
Just as Netflix sends emails to users to remind them to finish watching a particular film or recommends films based on past streaming activity, your dynamic content strategy is refreshed and hyper-personalized based on the customer’s behavior. Personalized and dynamic feature marketing content focuses on attracting a customer to products based on their preferences.
Dynamic Content Based on Email Data
Gathering email data on what emails your subscribers open and what email content they click on, view, read, or interact with provides a roadmap for the direction of dynamic content.
Users who tend to open emails with certain types of subjects can be sent similarly-themed emails. People who enjoy videos can be sent more videos. Recycle old content that some subscribers didn’t see by sending it to those who may be interested.
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So, Is Dynamic Content the Ultimate Way to GO?
Dynamic content is the next phase after personalization. It creates and targets content based on user behavior and makes content more attractive to the reader and increases engagement. The data you know about your subscribers, such as demographics, combined with the information they generate through online behavior, identify the most effective content that will always stay fresh and relevant and will keep subscribers engaged.
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