Email marketing has definitely come a long way since the first email was sent out in 1971. Online behavior has evolved and online users know exactly what they want, which means brands need to pay much closer attention if they want to attract the right target audience and see higher conversion rates.
Dynamic content is one buzz word that you might’ve come across lately and if email marketing is important to your business, it’s worth your while to start incorporating dynamic content into your campaigns.
Dynamic content explained
Dynamic content refers email elements that change based on a recipient’s interests or past behavior. Dynamic content is not unique to email marketing though, it can be implemented on websites and advertising platforms too.
While email list segmentation also helps brands make their email marketing campaigns more relevant by grouping recipients into the appropriate groups, dynamic content ensures that each of your recipients are receiving hyper-relevant emails.
Your recipients are individuals so why shouldn’t they be receiving newsletters and emails that are specific to them alone?
By showing that you have each of your recipient’s individual interests and preferences in mind, you can start building stronger relationships with your customers and subscribers.
Did you know: Personalized emails have a 6x higher transaction rate?
How to use dynamic content in your email campaigns
If you’re looking to take your personalization efforts up a notch, below are some of the ways that you can benefit from using dynamic content in your emails:
- Keep track of past purchases. Once you start collecting data on past purchases, you can start sending out campaigns that feature related products that specific recipients might be interested in. To make it even more relevant you can mention their past purchases to show that you understand their likes and dislikes.
- Link your shopping cart. Sending out automated email campaigns that are linked to online shopping cart abandonment are highly effective, but who says that you can’t incorporate your shopping cart into your regular emails and newsletters too? eBags is one brand that pulls through the number of items that a subscriber might have left in their shopping cart the last time they visited their website. This is a great way to personalize your emails and encourage conversions.
- Use your sales funnel. By tracking each customer’s journey through your sales funnel, you can insert a specific introductory paragraph into their emails to encourage them to move to the next stage.
- Insert relevant blog posts. Keep track of the content that each of your subscribers is reading to make their emails more relevant. By knowing which authors and genres they enjoy most, you’ll know what content to include in their newsletters and emails going forward.
- Demographics and location matter too. If you’re just starting out with email personalization and still gathering enough relevant data, use your subscribers’ demographics and location to send them more relevant content.