Brands are using personalization, more than ever before to deliver the personalized experience to customers whether in the form of communication or email campaign. In fact, many businesses have gone beyond this and using extreme personalization, such as personalized product recommendations.
- Personalized emails deliver 6x higher transaction rate
- Personalized emails improve the click-through rate by 14% (Aberdeen
- Personalization increase customer engagement, admitted by 74% of marketers. (eConsultancy)
Dynamic content is one of the quickest ways to implement personalization in the business. Personalizing your emails using dynamic content can be easier than you expected (depending on what email service provider you’re using, of course, and the quality of your data). To start with basics, here we’re mentioning three easy ways to use dynamic content in your business.
Dynamic Content based on Demographics
Simplest and easiest way to begin engaging your audience in a personalized way is by sending messages based on the basic demographic information. Demographic information can include:
- Marital status
In the study, it is found that using dynamic content based on location increase click-through rate by 29%. Changing your email content based on your subscriber’s location is a powerful method to improve engagement level.
Dynamic Content based on Preferences
Another way you can create dynamic content is on the basis of customer preferences. A lot of brands allow subscribers to choose the type of content they want to receive. You could ask your audience to choose their preferences in your welcome email series or offer a link at the bottom of each email that allows readers to change their preferences.
When you create dynamic content based on subscribers preferences and allow them to choose the content, it automatically engages subscribers.
Dynamic Content based on Email Data
Email report can also help in creating dynamic content. What your readers choose to open, click on, and view gives you direct insight into their interests, it helps you to create future content as per their interest.
For instance, if your previous email contained videos and you get high open and click rate on that email, then your future emails should contain videos.
For the readers that tend to engage with an infographic, you could change your dynamic content to include more videos. For those that have opened up checklists in the past, you could serve up more checklists when appropriate.
Combining dynamic content with Automation Technology
To get more efficient result use marketing automation technology for personalization, creating dynamic content, and engaging your audience, it helps you to deliver relevant and engaging content to your audience.
For instance, you can use automation software to send welcome email series to your subscriber and add relevant content based on buyer persona rather than sending the same content to all your subscriber.
Re-engagement is another area where dynamic content works amazingly. Re-engagement is typically done to gain back your lost subscribers or pull back your subscriber’s attention.
To make these campaigns more relevant, you can use dynamic content based on the last email or content piece they interacted with. Customizing the content to make it similar to what the lost reader is interested in will maximize your efforts to get them back.
Including dynamic content in your emails can increase relevance and engagement. Using the information that you have collected about your subscribers, Using a few details that you already know about your subscribers, you can deliver relevant content to your audience. Combining dynamic content principles with automation software can supercharge your content marketing and drive more interaction and engagement in your business.