Why You Should Be Using Dynamic Content Within Your Emails

 Picture the scene, you’re building the important Christmas email in which your company has high hopes of helping to drive traffic to your website to encourage sales at the busiest time of year. What can you do to make this email deliver? Read on to find out why dynamic content can play a massive part in your email marketing…

Firstly let us take a look at what the point of the email is. It’s predominantly to channel visitors to your website to make a purchase, which in turn increases your revenue.

So, what is the best way of achieving this?

You could go down the path of building a huge email listing every single product you have in the hope that something within the email will catch a recipients’ eye and prompt them to click a CTA. The trouble with this method is that if the items they are interested in are at the bottom of the email the likeliness of them getting that far down is quite slim as they probably would have lost interest halfway through. Another issue with this would be the length of email on a mobile device – recipients are not likely to want to scroll down that far to reach it.

What can dynamic content do for you?

Well, by making use of some simple purchase history data you can make the first part of that email personal to recipients. For example, if you are a shoe retailer and they last bought a male size 8 shoe, including content listing male size 8 shoes will immediately make them realise that this email is going to help them and in turn, more likely to click on the link to go to your website where your web team can work their magic to get the customer to part with their hard-earned cash. Again, on a mobile device, the first thing they see is specific to them so that they don’t even need to scroll to be incentivised to click through to the website.

According to Returnpath’s annual Email Marketing Performance in 2017 report, this type of personalisation was the most effective strategy to gain email marketing performance and is also one of the easiest to achieve!

How do our customers fair?

Cottages4You conducted a case study for us by using dynamic content. One of the strategies they deployed was to insert a picture and details of a cottage the client had previously stayed at. The results showed that the unique click-through rate increased by 499%! This had a knock on effect on the ROI increasing it by 2,882%!

The full case study can be viewed here.

How can I achieve this?

Our drag and drop email builder easily allows for dynamic content to be built up based on data you send to the system. The example below shows how the country the client last visited for a holiday can drive content.

The data that we have for the customer includes their first name and where they last went for a holiday. The email is addressed to the recipient and then a section of dynamic content invites the reader to take a look at the new range of tours based on the country they last visited.




George last visited the USA so he is invited to look at the new New York tour.



Poppy last visited France and she is invited to have a look at the new Paris tours.

The above dynamic content tool takes less than three minutes to put together in the Maxemail email builder.

Conclusion

Everybody is under pressure to achieve results no matter what sector you work in and when you are putting together an email that pressure is no less. Dynamic content is an easy way of making that message strike a chord with the recipient, encouraging them to go to your website and ultimately spend their money with you. With the returns potentially so high you owe it to yourself to explore it!



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