Personalization is key to an effective email campaign. It doesn’t only help build a connection with customers and clients. It also ensures that your message stands out in crowded inboxes. And this is why you need dynamic content in email marketing.
Starting a dynamic email campaign can be daunting for anyone who’s just starting. But we’re here to help!
In this article, we’ll provide you with steps you can follow to get started with building a dynamic email campaign. We’ll also share the many ways you can personalize your email content, so it resonates more with your subscribers.
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Dynamic email content is a type of email marketing that’s not only personalized but hyper-personalized. It is dynamic for one reason. Only selected audiences see the personalized email content. Other recipients see similar content and visuals but don’t get the “personalized message.”
This kind of content uses several personalization techniques to make it more appealing to a brand’s target audience. With dynamic email content, you can personalize sections of your email, including:
According to Forbes, 74% of customers are convinced to buy a product or service based on their experiences. By ensuring customers interact positively with your brand, you can move more customers further down the sales funnel.
One of the significant advantages of dynamic email marketing is its time efficiency. With automated campaigns, marketers don’t have to spend hours crafting individual emails. Instead, they only need to set up parameters within an automated system. This saves both time and resources.
Dynamic email marketing can increase campaign engagement by giving customers more control over how and when they interact with your brand.
Customers can tailor their communications preferences, so they only receive information about products they’re interested in. This increases the likelihood that they will click through and take action.
Share relevant content
Dynamic email marketing lets businesses share targeted content that appeals to customers based on their interests and past purchases.
Businesses can use this data to segment their audiences into smaller groups and send out emails tailored to each group’s needs. This ensures they get the most value from every email.
Boost conversion rates
Finally, dynamic email marketing can help businesses boost conversion rates by delivering messages addressing the customers’ wants and needs.
Automated emails allow businesses to capitalize on opportunities as soon as they arise. This helps them increase sales and build customer loyalty.
How to Start An Effective Dynamic Email Campaign
Creating email content that is both engaging and relevant to your audience can often be a challenge. Fortunately, there are steps you can follow to boost the effectiveness of your email campaigns and provide readers with personalized experiences.
Here are some steps to help you start your dynamic email campaign:
Create customer personas.
A customer persona shows the characteristics of a specific audience segment. When you know your customer’s pain points and goals, you can craft better customer experiences with your brand.
Make sure to collect all the information you need to develop accurate representations. This is the best way to know how you can personalize your email content for them.
Segment your email list.
Segmenting helps break up long email lists into smaller, more relevant groups. You can then use these groups to create tags for your dynamic content. Do not be afraid to segment your email marketing list into more specific niches. These can include:
Type of products bought
Start personalizing your content.
You can customize your content to suit each user. A great way to do this is by adding custom fields to your emails that reference subscriber data.
For example, you can display your recipient’s name in your email’s subject and greeting fields. This is much more engaging than generic subject lines and greetings like “Hello, Everyone!”
There are plenty of other ways to personalize dynamic content for your email. Read on below to get some great ideas you can use.
Ways to Personalize Dynamic Email Content
Tailor your communications during the customer journey.
What you communicate with someone is crucial to where they are in the customer journey. The messaging you use for leads may not apply to your long-term clients.
You might want to use a relaxed pitch and send valuable product resources to your loyal customers. As for new leads, you can go all-in on promotional emails that are more on the sales side.
Refer to their past purchases to establish familiarity.
This is an excellent personalization technique that even big players like Amazon use. You can track customers’ purchases and send them emails upselling similar product recommendations. This leads to more conversions and a greater lifetime value.
Adjust your approach based on subscriber behavior.
Using subscriber activity to target readers is similar to using data from their previous purchases. The only difference is that this technique is based on their pre-purchase behavior instead of post-purchase behaviors.
You can install a tracking pixel from your marketing automation software to track subscriber behavior on your site. You can then use it to track digital behavior to discover things like:
Which pages they visited
How long have they stayed on your website
How you obtained their email address
What digital channels they’re most active in
Take location into account.
You can capture your subscriber’s geographic location as quickly as asking for their zip code when they sign up for your email list. Knowing where your contacts live allows you to localize subject lines and deploy emails based on their time zones.
This is also useful if you have different store locations. Some offers may not apply to a customer’s location, so there’s no point in emailing them about it.
Send a gentle abandoned cart reminder.
Cart abandonment emails have achieved a 28% higher conversion rate. Given that, it’s essential to have the proper web tracker to automate dynamic content when visitors head for the door.
You can make Abandoned cart emails more dynamic by listing the products still in the contact’s cart. This can re-ignite their interest in what’s in their cart.
Using dynamic content in email marketing doesn’t have to be difficult. By following the proper steps, you can reach customers with personalized emails that will keep them returning for more.
Put these tips into practice, and you’ll see great results – both in customer loyalty and sales. Good luck and happy marketing!
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.