What is dynamic content in email marketing? Find out more.

A successful digital marketing strategy provides the customer with what they want, when they want it. Sometimes, a successful marketing strategy for digital channels can even anticipate their wishes. The way that it does this is through dynamic content.

Dynamic content offers you easy access to information that is relevant to you. In addition, it increases the effectiveness of your digital marketing campaigns. When we say ‘easy access’ we mean that your customers will get the data that they’re looking for, on a consistent basis, in their inboxes. If content is dynamic, this means that this information is accessible and easy to find whether it’s part of your email marketing, your website, blog, or any other means of communication you use.

The content that they will receive is relevant for their current situation. It will help them solve a problem, satisfy a wish or even help them through a decision-making situation.

Your digital marketing campaigns need to be more effective

If you cut straight to the point, and make the process simpler as well as faster, the chances of successfully hitting your target will increase considerably. Email marketers take pride in being linked to one of the successful digital marketing channels as it has an 81% customer retention. This is fantastic news as it costs five times more to acquire a new customer as opposed to retaining an existing one.

This being said, keeping a customer necessitates a lot of work. Part of this work includes providing personalised content without being too intrusive. In addition, subscribers want more than ‘Hey ’ when it comes to personalised email content.

It is an age of hyper-personalisation

“More than ever before,” says Lisa Schneider: managing director of the Digital School of Marketing, “brands are making use of personalisation in order to create compelling interactions for customers and subscribers. In actual fact, many companies have gone beyond basic personalisation, such as using a first name, to extreme personalisation, such as personalised product recommendations.

Here are six tips for you to use when personalising your email content:

1. Gather information which is relevant

Find out more about your customers. To deliver content that is relevant to them, you need to know who your customers are as well as how to most effectively serve them. The best way to discover this information is to ask them.

2. Segment your email lists

Divide your contacts into buckets. Divide your contacts into a variety of segments, for example demographics, customer type as well as location.

3. Create quality content as opposed to quantity content

Don’t overwhelm your recipients with too many emails or engulf yourself with the necessity of creating loads of content. Test, in stages, what emails your recipients respond best to so you don’t burden their inboxes with dozens of emails.

4. Be careful of the ‘creep’ factor

 Personalising your emails is a great strategy but don’t use headlines such as “We saw you looking…” or, “We noticed you clicked on ____.” This level of personalisation feels like your privacy is being invaded. Give some time as well as space between someone viewing an item and sending an email.

5. Don’t stop at the name

When we hear the words ‘personalisation in emails’, many of us think of adding in our recipient’s name in the greeting of the letter that we’re sending to them. While this is certainly an aspect of personalisation it is just one element of many that you can use to connect with your customers. As so many companies make use of this tactic in their emails, the name substitution has become commonplace. This means that you’ll need more than your recipients’ names to truly get their attention.

6. Focus on behaviour

One of the most successful ways of personalising your emails is to look at the behaviour of your recipients. Putting together automated nurtures for recipients who are heavily engaged, partially engaged, or not engaged at all is a very helpful way of organising your email campaigns as well as reaching those who are interested in what you have to offer.

Email marketing is a fundamental part of digital marketing.

Get in touch with the Digital School of Marketing

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