How to Use Dynamic Content to Supercharge Marketing Emails
Email marketing can be very effective if you can get viewers to engage, find out how to use dynamic content to boost email engagement in this post.
Email marketing remains one of our most important tools, but there’s always a chance emails will be ignored or regarded as spam.
In 2019, an incredible 293.6 billion emails were sent each day. Spam emails accounted for just under 50% (though the % of spam emails has been decreasing in recent years).
Despite the advent of the digital age and so many new marketing channels, emails remain one of the strongest performers and can deliver an ROI of around $38 for every $1 spent. We know they work, but so do all the other marketing teams sending out those billions of emails.
So what can you do to supercharge your email marketing?
Why should you supercharge email marketing efforts?
Email marketing can drive customers to your website or VoIP call center support. Tracking this traffic and how you deal with it is important to your business and things such as call center QA reviews. This is the process your company follows to ensure its performance is up to scratch.
While your marketing efforts can be aided by things such as enterprise microservices, finding ways to really make customers take notice of your emails is essential in today’s saturated inboxes. You want to have customers engaging with your brand and continuing to be engaged.
Using dynamic content is one tactic. We look at how you can use this to supercharge your marketing emails.
What is dynamic content?
One of the main things companies have focused on in recent years is providing increasingly personalized service at every level. If you’re offering that personalization wherever you can, why not apply it to your marketing emails too? Formulating a sales channel strategy that fits with your email strategy is hugely important.
Simply put, dynamic content is part of a mass email campaign that changes and personalizes part of the message to suit the recipient. That personalization is based on the previous behavior of the customer or data you hold regarding that customer. Marketers may segment parts of their mailing list according to different characteristics, such as location, age, etc.
By appealing to a particular behavior or demographic, the customer feels the message is more appropriate and fits their needs and likes more than a generic email. They’re therefore more likely to pay attention to its contents. Customers are more prepared to exchange data on their habits if it leads to this more tailored experience.
This is a tactic that works. Companies typically see up to a 139% increase in their click-through rates with personalized emails as opposed to generic mail-outs. A better click-through rate vastly increases your chances of better conversion rates too.
Just as we want to be aware of first-call resolution best practices, so we also want to know how to improve click-through rates in order to have better sales and conversions overall.
It goes a little beyond standard personalization. Dynamic content lets you set up rules that decide, using HTML, what content customers view. For example, if you were based in Texas but had high amounts of customers in Oklahoma and New Mexico, you could send out a mass email where customers in each state saw information relevant to their location, such as shipping costs.
Supercharge marketing emails with dynamic content
When you decide to segment your mailing list, putting together separate email campaigns for each group can be time-consuming. By working from one ‘master template’, your email marketing software frees up time for your marketing team to work on other tasks.
2. Better engagement through personalization
Personalization is vital. People react better to messages directed at them and their preferences. If they see something that speaks to them, they’re more likely to pay attention. And when they pay closer attention, they’re more likely to click through and make the decision to buy.
3. Improved customer experience
Companies are always looking for ways to improve the customer experience and journey (and thus gain a better net promoter score). What better way to improve this than by personalization? Recognizing an individual’s previous buying habits, gender, browsing history, etc., shows you are putting them first.
What sort of content can you make dynamic?
Once you decide to make the move to a dynamic approach, decide what sort of content you’ll utilize. It’s worth taking a cautionary approach if this is new to you. Get the basics right before making your strategy more complex.
1. Text content
Text is usually the walking stage of dynamic content. It’s easy but effective and allows you to learn how dynamic content works. You can change sentences or entire paragraphs according to your needs. Knowing and choosing words that sell provides a powerful tool that can drive conversions.
By enhancing your capacity to launch targeted campaigns and marketing initiatives at the appropriate time, the SAP integration platform can assist your business in increasing conversion rates. Likewise, it can help you in distributing tailored marketing messages that are pertinent to your target market.
Visuals can be a powerful marketing tool. They can evoke reactions from customers that influence their decision to buy. If you’re marketing a sale, tailor the visual to suit the data you hold.
3. Videos & Infographics
Going beyond simple images, videos and infographics are a great way to supercharge your emails in a way that actively engages your targets. People love informative content, especially when combined with an engaging visual. And with videos, you can use user-generated content that can help build trust and brand awareness.
4. Calls to Action
CTAs are essential, whether on your landing pages or in marketing emails. When it comes to dynamic content, customize and personalize your CTAs according to what you know appeals. For example, use a CTA that offers free shipping on items if it has worked before.
5. Behavioral content
Supercharging your emails according to a subscriber’s behavior can produce positive results. That behavior can be new customers (send a welcome email) or targeting according to their actions on your site such as cart abandonment or abandoning mid-browsing.
How to make sure you’re doing dynamic content right
As we mentioned, if you’re just starting with this strategy, it’s best to proceed slowly and cautiously. There are some basic ideas you should adhere to that can help:
- Use accurate data. Don’t just dive in using the data you have now. Before starting, use AI-powered tools to do an audit of the customer data you have. Ask your email list to update their preferences or send them a survey.
- Metrics. You want to track how successful your new approach is. This means deciding what metrics matter and tracking them. The two primary ones you should focus on are click-through rates and conversions.
- One step at a time. Dynamic content strategies should be implemented carefully and slowly. Start with text-only until you get the hang of it and see what results you’re getting from it.
Selecting your segments
Deciding how you’re going to segment your mailing list is hugely important when it comes to a supercharged email marketing campaign. Once you’ve audited your current customer/mailing list, you should look at what factors are important when it comes to targeted dynamic marketing.
Knowing how to identify your buyer persona is the first step to good marketing. This means considering:
- Gender. Do your products have a clear divide when it comes to gender? For a clothing company, this would be a “yes”, so gender would be an obvious way to segment an audience.
- Age. There can be a clear demarcation when it comes to the age of a customer and their buying habits. Part of that could be down to the amount of disposable income they have, but it could also relate to age-specific products.
- Profession. This could be appropriate in many ways. For example, if you sell tech products such as the best product lifecycle management software, identifying customers with a relevant profession would be important.
- Location. One aspect of considering locations is shipping costs. It may not be economical for you to offer free shipping to some locations, but it will be for others. Being able to segment according to the ability to ship for free can thus be helpful.
- Inactive customers. You may want to group customers who haven’t bought anything in a while too. Knowing how to win back inactive customers can reap impressive long-term rewards.
Of course, there may be more to your segmenting tactics than demographic factors. You may also want to consider the following:
- Psychographics. What do your customers believe in? This sort of data is easily collected via surveys on your website, your social media platforms, or a mass email.
- Previous behavior. With existing customers, you may already have a good snapshot of their previous behavior. And not just buying behavior, it may be worth looking at landing pages they visit, even if they haven’t bought anything in that category.
- Preferences and surveys. When customers signed up for your mailing list, they may have chosen a number of preferences as to what they want to receive. You may have data from previous customer surveys as well.
Take the leap and use dynamic content to supercharge email marketing
Email marketing remains relevant. Finding new and better ways of doing things and supercharging email marketing, is something we should all do. That covers the systems and software we use too.
For example, many of us will look for messaging services that do a better job than our current choice. That same philosophy should be applied to our email marketing.
It’s time to incorporate dynamic content to supercharge email marketing efforts. By doing so, we should see increases in both click-through rates and conversions. This in turn increases ROI.