You’ve heard it many times: make your emails more relevant, more personal. This is the age of tailored messaging, one-size fits all no longer works. But how to get started? Don’t worry, you don’t have to expand your team or build dozens of separate email versions for each campaign on your calendar. Instead, market smart: harness the power of dynamic content.
What is dynamic content? Dynamic content refers to changes in an email’s text, images or layout based on information about the recipient. “Dear [First Name]” is the most common and best understood example. But dynamic content is so much more than first name. You know when you receive an email showing your nearest store, your last item purchased or details of an upcoming reservation? These are all examples of dynamic content.