How to Spice Up Your Email Marketing Campaign With Dynamic Content

About 99% of consumers check their personal emails every day. There are over 4.04 billion email users around the globe. Meanwhile, we send about 306.4 billion emails each day.

Not every email appeals to the recipient, though. These emails often end up ignored and sent straight to the trash.

Are your emails failing to generate conversions? Consider adding dynamic content to your emails this year. Dynamic email content has a better chance of connecting with your customers.

Then, you can draw more people to your website and boost business.

What is dynamic content, exactly, and how can you start using it? Keep reading to find out! In this guide, we’ll review everything you need to know about dynamic email content marketing.

Then, you can start generating more business and improving your ROI. Get started with these tips today!

What is Dynamic Content?

What is dynamic content, anyway?

Dynamic content is any content within your emails that changes based on the subscriber. You can determine what content to use based on:

• Behaviors
• Preferences
• Customer data

Adding dynamic email content to your campaigns will better personalize your emails. You can target your customers with their individual preferences in mind. 

Dynamic emails use open-time personalization for every subscriber on your email list. The elements will update and refresh based on the data you gather. You can use an automated marketing platform to use dynamic email content with ease.

We send 306.4 billion emails every day. It’s important that your email content stand out. Otherwise, why should consumers click on your emails or respond to the call-to-action?

With dynamic email content, you won’t have to worry about fading into the background. Instead, you can stand out and make a real impact with your subscribers.

The Benefits

What are the benefits of dynamic content email marketing?

For starters, dynamic email content can add extra value to your marketing strategy and business. You’ll show consumers you care about their wants and needs. Instead of a cookie-cutter approach, you can better personalize your content.

Adding content that’s relevant to the consumers will make your emails more effective.

Every customer is different. It’s sometimes difficult to create a distinct message for every customer, though. With automated dynamic email content, it becomes a lot easier!

Here are three benefits of dynamic content to consider before creating your next email campaign.

1. Save Yourself Time

Creating separate email marketing campaigns for every customer segment can take valuable time from your day. Your team could better spend that time on more complicated marketing initiatives. With dynamic email content, you don’t have to waste time anymore.

Instead, using dynamic email content allows you to create personalized experiences at scale.

You won’t need a separate email for different leads and customers. Instead, you’ll create one email, then switch out the content for each buyer persona. The automation involved can help you focus more time elsewhere. 

You can create targeted messages for each persona without stress!

2. Improve the Customer Experience

Before you start adding dynamic content to your emails, it helps to know what consumers think about it.

About 70% of millennials are frustrated by irrelevant emails. Over 90% of consumers are more likely to shop from brands that offer relevant recommendations. Another 80% will make a purchase from brands that provide personalized experiences. 

In fact, 80% of shoppers only shop from brands that personalize. About 66% say content that isn’t personalized could stop them from making a purchase.

Your competitors are already investing in personalization, too. About 90% are investing in personalization this year. Over 50% of marketers are making personalization a priority.

Meanwhile, nearly 90% of marketers say their biggest driver in personalization is to deliver a better customer experience.

Prioritizing the customer experience is essential. If consumers are unhappy, they’ll leave. They’ll remember their negative experience with your business later on, too.

Meanwhile, there’s the chance they’ll tell others about their negative experience. You could lose potential customers as a result.

Instead, you can use dynamic email content to create a personalized experience. Consumers will remain loyal to your business, improving your retention rate. Your ROI will increase as a result.

3. Boost Engagement

Improving the customer experience can help you boost your campaign engagement.

Reading a subject line that’s relevant to their interests will improve your email open rates. Then, consumers will see content based on their preferences and behaviors. The customized content will increase the likelihood they’ll take action.

People are more likely to interact with content that appeals to their wants and needs. If they feel your emails speak directly to them, they’ll respond back! 

As people engage with your brand, you’ll have an easier time nurturing leads. Then, you can turn your subscribers into sales and loyal customers!

Types of Dynamic Email Content

Before you start using dynamic email content marketing, consider the types of dynamic content you’ll use. You can adjust this content as needed to appeal to each customer segment.

1. Text

Most marketers start using dynamic email content by considering their text. Adjusting your messaging can help you better connect with your readers. Text can include subject lines, headlines, paragraphs, and CTA language.

What type of content are you adding to your emails? Are you drawing customers in with coupons? Consider adjusting your coupons to ensure they apply to the reader, too.

For example, you can create a dynamic message for people who abandoned a website cart. You can prompt them to “come back” and use an exclusive, 10% off coupon. You can even mention the product they left behind!

About 54% of shoppers expect a personalized discount within a day of sharing their information with a retailer.

By adjusting your text and offerings, you can draw people back to your business.

2. Imagery

Visuals can include images, videos, and GIFs. Eye-catching visuals can draw people to your content. You’ll want to choose images that resonate with the reader.

For example, you can show consumers photos featuring types of products they previously showed an interest in. If someone visited a “Boots” page on your website, you can show them the latest boots you have on sale. 

Make sure to use high-quality images within your emails.

3. Call-to-Action (CTA)

Your call-to-action can drive people to take action. You can then link subscribers back to your website or prompt them to call you.

Improving your CTA buttons can boost your clickthrough rate. You can drive sales and generate more business. 

Mistakes to Avoid

Without a strategy, you could make costly mistakes with your dynamic email content marketing.

First, make sure to avoid using inaccurate data. Make sure you understand your current customers. You’ll need to audit your customer data regularly as well.

Avoid implementing too many dynamic content types at once. Instead, focus on the content that you can best personalize. Start by changing only one or two content blocks for each email.

Don’t neglect to track your progress, too. Studying your data will help you make more informed decisions in the future.

Otherwise, you might fail to understand the subscriber’s behaviors and interests.

Delivering Dynamic Content

Ready to start adding dynamic content to your emails? Here are a few easy tips that can help you get started.

Segment Your Audience

First, you’ll need to segment your target audience. Otherwise, you’ll fail to create dynamic content that appeals to each segment. Remember, that’s the whole point!

Start by learning as much as you can about your email subscribers. Who are they? What do they care about?

Then, segment your audience into personas based on:

• Previous buying behaviors
• Website pages they visited
• Age
• Gender
• Language
• Education
• Location
• Marital status
• Household income
• Interests
• Pain points

Once you segment your audience, you can better determine what content will appeal to their interests.

Think about where your customers are in the buyer’s journey, too. Do you need to:

• Reach and engage
• Nurture and education
• Convert and close
• Support and grow

You’ll need to create customized messages for each phase of the journey.

Send Surveys

Remember, it helps to learn as much as you can about your customers. Try using surveys to learn more about their psychographics. Psychographic target customers based on interests, beliefs, and values.

You can also use customer interviews and website quizzes to gather the information you need. Then, choose messages that suit the customer.

Add a Deadline

Deadline countdowns add a sense of urgency to your emails. You can add registration deadlines, event dates, or promote limited-time offers.

Adding a dynamic countdown to the top of an email can push readers to act ASAP.

Use Device and Geo-Targeting

Did you recently launch an app? You can use dynamic content to recognize your email recipients, then route them to the app store to download your app.

You can also use geo-targeting to connect them with local sales reps.

Add Social Feeds

Consider adding dynamic social feeds to your emails, too. Subscribers can interact with your social media content, boosting your engagement.

You’ve Got Mail: How to Add Dynamic Content to Your Email Marketing Campaigns

Don’t let stale email content impact your open and clickthrough rates. Instead, consider using dynamic content in your next campaign. With dynamic email content, you can better connect with customers to boost conversions.

Need help with your next campaign? We’re here to lend a hand.

Explore our pricing today to get started.