Digital Transformation - Shaping Your Digital Future
We can help you on your journey to successFind out More
Save 50% on Annual
Membership in August
Any marketer will tell you that email marketing can be an excellent way of generating interest and revenue. In fact, almost three quarters of marketers (73%) think email marketing offers an ‘excellent’ to ‘good’ return on investment (Source: Email Marketing Industry Census 2016).
But how can you ensure your email messages really stand out from the crowd and go that little bit further to help your organisation meet its marketing and revenue objectives?
So what exactly is dynamic content? In short, it is any type of content that adjusts automatically so it can add immediate impact and help to make your messages more interesting and memorable. Not only does it make it easier for your brand to stand out in the inbox, but it’s a great step towards one-to-one communication.
If you ignore the potential dynamic content offers, your readers will engage more with competing dynamic emails in their inbox, and have far less of an incentive to engage with you. Last year on Black Friday, The Diamond Store stole the show with their simple countdown clock email. They not only created urgency, but increased conversions by 400%! Who wouldn’t want that this holiday season?
You could even say that the future of email marketing is dynamic content because customer-centric marketing demands more relevance to individuals as opposed to segments, so it really shouldn’t be ignored.
Dynamic content can be generated in a number of different ways. It can be based on set criteria in your database such as industry, demographics and preferences. It could be derived from audience behaviour such as website or blog visits, or social media activity. Or it could be based on location and time, like countdown clocks.
For example, you could send out further purchasing suggestions in a delivery confirmation email that are based on an individual’s shopping behaviour rather than an assumption or an entire segment’s behaviour. Or you might like to send out timely and relevant flash offers with up-to-date prices and stock levels.
You can also use the weather in more subtle or hidden ways to promote products based on temperature – from selling sandals in Australia to bikinis in Brazil.
Your goal is to ultimately grow your business and contribute to the bottom line. One way to do that is by building a long-term relationship with your customers and subscribers, keeping your brand top of mind. Dynamic content can help you not just send email, but make an impact and create a one-to-one communication feel to your emails. It’s no longer just about drilling into the data, it’s about interpreting it in a way that makes emails feel truly targeted at individuals.
Whatever type of campaign you choose to run – awareness, conversion or otherwise – dynamic content can help with grabbing interest, keeping hold of it for longer than a standard email, and encouraging action. Let’s say you want to increase clicks. You can use embedded and personalised video to influence your readers with animations, explanations or recorded interviews, in turn giving them a greater desire to find out more.
Or perhaps you want to invite your customers to a new product launch. In this instance, you could include live maps to show event locations and directions, as well as local weather predictions. That way, you can help your delegates arrive in time and comfort.
Nowadays, consumers want constant entertainment. Dry email marketing messages just won’t get you noticed for much longer. By implementing some of the dynamic content ideas in this article you will increase customer engagement, drive loyalty and conversions, and maximise your email marketing return on investment.
By Expert commentator
This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.
Start the discussion on our community and social networks
Recommended Blog Posts
A concise list of the most popular email marketing systems With a multitude of email marketing systems readily available, it can be hard to find the right one. Your email system needs to benefit your goals! 5 steps to selecting …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..