What is dynamic email content and why are they Important?

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Every email subscriber has different buying habits, interests, and needs. So, it is difficult to address all of them with one mass newsletter. That is why dynamic content is needed.

Dynamic email content adds a section of targeted content. This content could be viewed by a specific audience. With this, you send relevant messages to specific target audiences.

In this article, you will be able to know about dynamic email content and how you can create them.

What is Dynamic Email Content?

A dynamic email shows different personalized messages of a newsletter based on audience interest. The targeted content appears to the groups of people that you want to reach out to. Everyone else that receives the email won’t see that special personalized message.

For instance, you send out a newsletter to your whole email list and you have a special product that is only for people of texas. 

So, you can insert that special product into the general newsletter instead of creating a new list and sending a new newsletter.

Dynamic content targets content by custom fields such as {$name} and {$email}. These fields are known as personalization tags or merge tags.

Why Should You Use Dynamic Email Content?

Dynamic email content leads to higher conversion rates as it provides the following-

Share exclusive content– Never send everyone the same information. Instead include a certain part of your personalized message based on user interest. For instance, sharing promotional coupons, additional content for paid subscribers.

Improve Click-Through Rates– Dynamic content is based on the demographic and interests of the people. Users will read and this will improve click-through rates. 

Boost Sales- Track subscribers’ previous shopping behaviors and create more targeted cross-sales campaigns.

Save time- Compile everything into one single email rather than creating individual groups and multiple emails. 

Types of Dynamic Email Content

The dynamic email content is unique and you can direct new leads to a landing page. So, let’s go through the types that your brand advocates can use. 

Text

Marketers usually start with text for the first time using dynamic email content. It’s an effective way to personalize your message, covering subject lines and paragraphs. For example, if you have an equipment brand, you can create a message that speaks about manufacturing vs software equipment.

Visuals

Your email content will have videos, images, or GIFs. If you want to add visuals that resonate with each subscriber then select a visual resonating with the emotional reaction you want from the recipient.

Calls to Action

A call-to-action button or link helps to grab your subscribers’ attention and encourages them to take action. This helps to boost your click-through rate, increasing more sales for your brand. 

How does dynamic email content work?

Collect Data

Personalize your email marketing by collecting customer data in three ways-

Customer interviews- Speak directly to your customers by asking them what they want from your product or services.

Customer feedback- Let your customers interact with you by taking their feedback. This will help you to know about opens, clicks through quizzes, surveys, and website live chat.

Community research- Look up important keywords on social media platforms and aggregate data from different tools.

Segmentation

Customer segmentation in dynamic email content is important for personalization. Segmentation helps to group subscribers to increase email engagement. 

Customer lifecycle should be used to describe stages such as when they consider, purchase, and remain a loyal customer. So, create customer segments such as reach and engage, nurture and educate, convert and close and support and grow. 

Customize dynamic email messages for each segment

Decide how you will customize the email by targeting your subscribers with personalized content. Customize using these options-

Demographics- Using basic demographics such as age, gender, geographical location, marital status, education level and, professional occupation.

Psychographics- Psychographics include beliefs, values, and interests. So, customize your message to fit their political views, hobbies, or food choices.

User preferences- Ask your customers directly to choose the type of content they would like. Give subscribers an option to express their preferences by including a link.

Behavioral data- Behavioral data includes customers’ actual actions such as subscribers’ past purchasing history, email engagement, or website activity. So, understand customer behaviors to recreate more positive brand actions.

Examples of Dynamic Email Content

H&M Fashion- 

H&M fashion uses dynamic email content to remind subscribers to pick up and shop based on their gender preference.

H&M Fashion

Apollo

Online pharmacy Apollo engages subscribers using past purchasing history. This prompts customers to re-order products. The dynamic email content includes images and text on health hours.  What’s new attracts the attention of the customers regarding the upcoming event based on their interest.

 Apollo

Simon & Schuster

Simon & Schuster’s newsletter showcases the subscriber’s reading preferences that add relevancy to every user who opens it.

Simon & Schuster

Get the most out of your dynamic content

Creating a dynamic content block requires a strategy for the campaign. Let’s take a look at the steps involved in it-

  • Select the group you want to target. Use the highly-relevant content and check if you want to customize the recipients or the list already exists.
  • Create unique content according to the audience and customize it to create a most significant impact. Content should speak directly about your customer’s interests. Include blocks that are visible for all recipients. 
  • Personalize your call-to-action that will raise the level of relevance so much that your reader will respond.
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