26 Mar 2018
3 experts, 1 topic: Dynamic Content
For any brand that hasn’t yet, taking some time to look into dynamic content for email marketing might just be worth it.
Why? Because dynamic content makes marketing emails better.
In an era of crowded inboxes, indifferent consumers, and an exploding digital marketplace, keeping email content relevant is more important than ever before.
Dynamic email content – meaning changeable elements within an email which adjust based on the unique data and behaviour of the user the email is sent to – promises to ensure that a brand’s emails are as relevant for (and targeted at) each individual subscriber as possible at all times.
“Dynamic content is an important factor in engaging subscribers on a personal level. It offers many of the same benefits as complex segmentation, but without all the heavy lifting” – Stefan Britton, CCO, Phrasee
However, for anyone thinking about implementing dynamic content into their email marketing strategy, it’s important to remember that it’s only worth doing if it’s done right.
If you’re considering making dynamic content a part of your email marketing strategy, you’re in luck. We’ve rounded up a few of our very favourite email marketing experts to offer you key pointers on adopting a dynamic content strategy that works.
Crystal Ledesma, Visual Designer and Developer, Email at Zillow Group
“Speaking from a B2B perspective, our email marketing campaigns have utilized dynamic content such as brand awareness, From Name and purchase cycle, resulting in a strong impact on performance. Brand awareness helped determine whether the content shown is introductory or more in-depth, dynamic From Names establish and help strengthen direct and more personal relationships with our audience and dynamic content determined by purchase cycle provides accurate information for our audience.
But what is right for our brand may not be right for another. Brands should first consider their audience and practice empathy. Even going as far as creating personas specific to your brand will in turn help determine what type of dynamic content may be useful to your audience. The inbox is a personal space, and we as an industry should respect and treat that space accordingly.
And don’t forget to test!”
Matthew Slaymaker, Lead Email Developer at CACI
Think before you send…
“The question of whether dynamic content is worth the undeniable extra time and resource is one that you should be considering before scoping every campaign you send. But, before you do, ask yourself this: what are my KPIs, and who is my audience?
If you’re sending a singular message to your whole list, dynamic content probably isn’t necessary this time around. Nike don’t need to run a dynamic campaign when launching the new Air Max, for example.
Equally, dynamic content doesn’t have to be a money sponge. Used in moderation, it can add subtle changes in tone that can elevate the effectiveness of a campaign.
A membership organisation that sends out a weekly newsletter could implement a simple banner after its content urging non-members to sign up, and reminding members of their benefits. During a renewals cycle, the member messaging could change to drive that process.
Dynamic content doesn’t have to be hard; but it does have to be relevant to make it worth doing.”
Anne Tomlin, Founder/Responsive Email Developer at Emails Y’all
A question of scope…
“The first thing to consider is: What level of dynamic content do you want? Are you looking for something as small as first-name personalization, or do you want an entire modular system in which large amounts of content will vary? The scope of your plans will influence your choices later down the line.
Second: Do your subscriber profiles have the information on which you want to base your content? The more complex your dynamic content, the more calls you will need to make to the information stored in the subscriber profile in order for the logic to determine what content to display.
That brings us to the necessity of knowing your ESP’s capability for dynamic content. If your ESP doesn’t have the capability to build the entire modular system that your plans call for, you need to find one that does. As part of that, you need to consider if you are willing to learn a proprietary scripting language. Some ESPs have a GUI interface to help with simple logic, but if you need rules that require more than if/else statements, you need to be willing to learn your ESP’s language.
Lastly, implementing dynamic content is heavily weighted toward the beginning of the project. Most dynamic content requires a lot of upfront work for the benefit of the project later down the line. If your timeline is short, you will want to limit the scope of your dynamic content plans. If you have a longer amount of time, you can get as complex as you want.”