How Dynamic Email Content gives you Magical Targeting Powers
With the advancement in technology, marketing strategies have evolved a lot in the past few years. Email marketing is one such field that got immense popularity due to its high conversion rate, and features like personalization make it even more reliable.
However, the competition here is cut-throat, as plenty of brands are trying to grab consumer’s attention. When most of the consumers can cut off trades with brands for poor customer experience, brands need a more solid weapon to dwell in their customer’s hearts.
And the only way to do this is by creating a dynamic email content campaign and also make sure that it is specially tailored to suit your business requirements. In this piece, you will see how to create personalized email campaigns with dynamic content.
What is Dynamic Content?
Dynamic content entitles businesses to communicate effectively with the segmented audience. They can target the specific audience that directly leads to conversion. In dynamic emails, the entire content of the email is personalized from the subject line to the body to images.
The email should be based on the information you have about them and who is receiving it.
Instead of sending out broadcast messages offering generalized information, try changing the course with a Call to Action that promotes them through the buyer’s journey.
A personalized email contains the name of the receiver, and the body can address their preferences or products from their buying history.
A valid example of this is our email inbox; whenever you open the inbox, you will find dozens of emails from the brands you love regarding all the discounts you have been waiting for. The idea of giving what the consumer wants works here.
The content is called dynamic because it targets a specific audience. The message is sent to the group that you have selected, and to other people, the same email containing the same subject line and body won’t carry out the same message.
For example, a business wants to send a newsletter to all its email subscribers. However, there is an additional promotional message, especially for Londoners. Instead of creating a different group for sending out the promotional message, edit the general email and send it to all. Only Londoners will understand the message and pay heed to it.
Examples of Dynamic email Content
A company has an ongoing free trial segment and wants to issue a newsletter. The goal of the newsletter was to endorse their premium services and features. The campaign was for all their subscribers, but a small group of users was already towards the end of the two-week free trial.
The subscribers have very little time to access, so they wanted to notify that the time is running out and they need to make a choice soon. The business included dynamic content that was only visible to people undertaking free trials.
The newsletter carried out a different message for other subscribers; it consists of all the highlighted premium features to notify consumers about the offered services.
Prominent Brands using Dynamic Content
- Spotify- This online music platform creates a newsletter based on the person’s listening preferences. Have you noticed you always get a recommended list of the songs that you have listened to once? Yes, this is the practical usage of dynamic content to create a loyal consumer base.
- Netflix- The OTT platform rose to fame because of its handpicked collection of series and movies. However, they too use dynamic content to stay afloat in the market. Netflix sends out an email to notify you about the series that you have left in the middle and let consumers pick up from where they left.
4 Tips to promote dynamic email engagement
- Plan your campaign- To start with, decide on the number of emails starring in this campaign, how long will it last, and how often are you interacting with the lead. You will also need to reckon on the content of each email that will target B2B and B2C leads.
- Regulate the automation- No business will ever want to fix up a marketing email automation and trickle away. You need to monitor it to check everything is going smoothly. Take an A/B test in the first week to record the improvement.
- Human touch is important- Email automation doesn’t mean you cannot give a human touch to an email. Every single person receives more than 100 emails per day; a human touch will be the only way to stand out.
- Examine analytics- To see the analytics, do not wait till the end of the email campaign. It’s better to check the engagement rate daily to optimize campaigns according to the requirements.
Benefits of Dynamic email Content
- Share exclusive content- Sharing the same information seems boring. So, why not shareexclusive content and handpick people who can see the secret message you want to convey. For instance, you can share discount email coupons for loyal consumers.
3. Improved CTR- Consumers are looking into content that they find relevant. Things that are related to their interests and past buying history will more likely get clicked. For example, offering a product that consumers use daily with a discounted price tag will accumulate more clicks than others.
4. Saves time- Instead of creating different groups for the different consumer base, you can include all the information in one. And control which message is for which group. This saves up time and makes the process more efficient.
Statistics around Dynamic email Content
- The conversion rate for businesses using email automation has risen to 50%.
- Personalized emails increase the click-through rate by 14% and conversion rate by 10%
- The average Return On Investment for email marketing has reached 3800%.
Every subscriber has different preferences, interests, and buying habits; one kind cannot satisfy all. Businesses can use handy targeting options like personalization, group, and email segregation. These tools enable businesses to send a specific email to a targeted audience.