If you are into the e-commerce business, then Dynamic Email Content is an essential part of your email marketing. But we should be knowing that email marketing is not enough on its own.
It is seen that 45% of marketers say that increasing engagement rates through the email content is their topmost challenge in business. What will happen if you have sent an email to the wrong prospect at the wrong time? Be sure that the person will overlook your emails or will shift to a competitor.
But, if you are smart enough then start sending dynamic email content at the right time to the right prospect which will bring you lifelong loyal brand advocates for your business. Now, who doesn’t want that!
Here’s everything you’ll learn in this guide :
- What do you mean by Dynamic Email Content?
- How Dynamic Email Content gives more benefits than Static content?
- What are the steps to implement dynamic Email Content?
What is Dynamic Email Content?
There are many projects which are about content and maybe a lot of it which we had to configure by hand as a traditional method. And, this is what we call it as “Static Content” because it stays just as we built it.
Marketers build perfectly-designed web pages which is exactly how we like it, but what to do with the other web pages? We Duplicate, and then we make changes on the content at our duplicated page and make another blog page.
But suppose we want to change a single part of our design template? Or, can we add something new on the web-page?
Well, that’s OK. We have to go at the starting page to make changes and if we want to alter other pages then we have to shift to those pages as well. But we might have 400 blog post pages, so it’s the static content, where we have to do everything by hand.
If you look at the Dynamic Content, then whether it’s a name or color or photo or number or any email address – any content can be added to the database.
What about the design? It will totally depend on perfectly and accurately you make the detailing or how many pages you have. So, we have to build it once and then we can extract anything and everything from our database.
Now no more going back and uploading everything one-by-one rather everything gets built automatically. With the help of dynamic content, anyone can customize their email to target a particular user.
What are the top 3 benefits of Dynamic Email Content over Static Content?
You can get various advantages of using dynamic content at your email marketing but below are the significant advantages which you can experience better;
1. Increased Relevancy
As a customer lands on your page, they will try to judge our page within a second. If the customer can relate with your messages and feel that it was made for them, it will increase the unique open rates and unique click rates. People only interact when they connect with your email or message.
With the traditional email marketing method, you have to build more segments to bring relevancy. So it will only bring more complexity and personalized. But with dynamic content, you can create a single template and configure it with dynamic blocks that can be changed based on user data.
3. Customer experience
With the Dynamic content, the marketer can build custom experiences for the customers. So, now you can customize email content as per your customer desire, where they live, and throw discounts to retain them for a longer time.
What are the 5 steps to implement dynamic email campaigns?
It’s important to have a planned dynamic content blocks for seamless execution and best results;
- Build customer personas
Customer personas are speculative personalities that house the normal characteristics for your subscribers’ set. The steps for making a customer persona is similar to making a segmentation of your email lists. Try to make the accurate personas otherwise; it will be relevant to recipients.
- Update profiles of subscribers by lack of data
It may be possible that some email subscribers might not fit into any personas for having insufficient data. So to avoid, start updating their profiles. Always send emails and request them to update their profiles which they registered.
- Plan which content section will be dynamic
After targeting the relevant persona, create different contents that will take place into suitable content blocks.
- Implement necessary metrics
It is always crucial to keep an eye on your performance and know how well your content is working and make the changes to maintain an engaging content. Search for the click rates for various dynamic content blocks, analyze the heatmaps, and use your ESP support.
- Make your content fits the block size
This may appear to be inconsequential, anyway it is critical to think about the content length when designing your email template.
Email marketing has always played an essential part in digital marketing campaigns as they regularly produce a higher conversion rate than its paid or organic ways.
So, there is still a constant change in the digital marketing world which means introducing new technologies and changing methods – and email marketing has shown a good evolution.
But what is the most successful and best change in email marketing?
It’s the dynamic email content. With the introduction of AI in advertising, the ability to embed customer-relevant content as per the demographics and online actions has made it easy for marketers to make personalized personas for their campaigns.
By, dynamic email content, you can personalize your email campaigns and increase the open/click rates.