A Complete Guide to Using Dynamic Content in Your Emails
Also known as smart content, dynamic content is a new and innovative way to really bring your emails to life. As a business, you’ll already know the importance of providing your customer with the best experience you possibly can.
With this in mind, you’ll also be aware of just how competitive your industry is and how failure to provide said experience will only push your customers away to your competitors. This is the reason why implementing dynamic content into your emails is so important.
If you’re not doing so already, don’t worry. Today is the day to make a change as we’re going to talk you through everything you need to know about using dynamic content and how it can boost your success rates beyond belief.
What is Dynamic Content?
Let’s start with the basics. Dynamic content is a method you can implement into your email creation process that allows you to provide your readers with personalized and customized content that they will find interesting.
According to recent statistics, dynamic emails will drive up revenue 18x more effectively that broadcasted emails, so there’s no denying the benefit that they provide.
John Cannon, a marketing director at Australian Reviewer, shares, “When an individual signs up to your mailing list, you may ask them certain questions or ask for certain details, such as their age (date of birth), their gender, their geographical location, their occupation and other such details.”
You can then use this information to create customized emails (dynamic content) to match the preferences for that demographic. For example, instead of just broadcasting out an email to everybody on your mailing list, you could create a male and female version of that email, making it far more likely that the reader will engage with it because it’s more precisely targeted to what they are looking for.
How to Use Dynamic Content
Okay, so it goes without saying that the benefits of dynamic content are clear. But how can you actually go about implementing it into your existing email marketing strategy? Well, you might be surprised that it’s a lot easier than you think. Here’s how;
#1. Deciding on Your Demographics
Firstly, you’ll want to see what information you’ve got to play with. You may have already set up your mailing list in such a way that you have data on them that will allow you to divide up your lists.
If you don’t however, you’ll need to change your mailing list form to include the information you want and run a customer survey to acquire the rest. You may want to include an incentive, such as a discount code, to help convince your users to fill out this survey. And according to statistic, 75% of customers use coupons and discounts they receive by email.
You can then decide on the best way to divide up your list, otherwise known as segmentation. This solely depends on the nature and customer base of your business, but think about whether gender, age or geographical location would be the best approach to take. You could even try things like shopping history, online behavior or even the device through which they interact with your business.
#2. Creating Your Content
Once you’ve decided how you’re going to segment your mailing list, it’s time to start creating your content. The best way to approach this is to start with a base email which defines the purpose of the email and what you’re trying to achieve.
For example, we’ll say that you’re an eCommerce website that sells clothes and you’re able to send out an email to notify your readers that you’re going to start a Winter Sale in the next month. Of course, this is just an example, and you can create emails for any purpose you wish.
So, you’ve created your basic email with the content and images you want to use. If you’ve decided that you’re going divide up your lists by gender, in this scenario you could create a female email, where you describe the sale on women’s clothes, including images of females. On the other email, you can show men’s clothes and talk about men’s clothing in your content.
When you send out these emails, your customer will then read the appropriate email to them, making it far more likely that they’ll engage with your content and make a purchase. Don’t forget to include a tailor-made call to action!
#3. Finalising Your Emails
Since you’ll be creating a range of emails instead of just one, chances of errors creeping up in your work can be considerably higher, so you’ll need to make sure you’re taking precautionary steps to ensure this isn’t a problem.
For example, according to a study, over 59% of customers will be scared away by poor grammar in your emails and on your website, so you’ll need to make sure you’re using writing guides like Via Writing, Academadvisor and Grammarix tool to ensure they are perfect and to prevent mistakes.
While you may like checking your emails themselves, sometimes, to guarantee a high-quality finish, you might want to use a third-party service like Best Australian Writers or Revieweal to check your content for you on your behalf.
Finally, you’ll need to make sure that your content is 100% original and un-plagiarised, especially when it comes to your website content since this can seriously affect your credibility as a company and business.
#4. Taking Your Dynamic Content to the Next Level
While creating this kind of content for your emails is a sure-fire way to boost the success of your email marketing campaign, there are still many other things you can do in order to take your campaign to the next level.
One of the most popular ways of doing this is to include video content in your email, allowing you to provide your readers with a much easier and pleasurable experience. Of course, you can try embedding your own YouTube videos or creating your own.
When adding these videos to your content, you can also use tools like Elite Assignment Help to create video transcriptions to post underneath, allowing readers who can’t watch the video to still read the content.
As you can see, there are many ways and benefits to bringing dynamic content in your email marketing campaign. If you’re just starting out with this practice and looking to scale your email outreach over a period of time, try using a lot of different techniques and segmentation methods so that you can really focus in on what works best for your business.
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- A Complete Guide to Using Dynamic Content in Your Emails - May 21, 2018