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.
Dynamic content is not just restricted to pulling in individual data or purchases. With dynamic content you can tailor a single email to appear different to different segments, without any overtly individual content. For example, an Ascent360 client increased pass sale conversions by tailoring their hero image showing “happy skiers and boarders” to resonate with key segments: happy kids enjoying family time on the slopes for parents; gliding down perfect corduroy for middle age pass holders; and shredding the gnar with friends for 20’something males.
Dynamic content can be applied anywhere: from the subject line, preheader, email body, footer, or urls linked to. Ascent360 clients consistently see lifts in open rates from tailoring tone of voice in subject lines differently to males and females. This is a great way to make your first steps into dynamic content for yourself when you don’t have the images or the time to segment out an email’s content.
To be effective, dynamic content should be relevant to your audience and the desired conversion. For example, an Ascent360 apparel client doubled clicks and conversions in their underwear emails displaying images of mens’ underwear styles to male customers and womens’ underwear to female customers. When gender of the subscriber was unknown, mixed gender images and product galleries were served. This sort of tailoring is far more effective, than using one image set and throwing in “Hey [first name], check out the latest underwear in the shop,” which would frankly be a little creepy.
Three other ways to use dynamic content:
1. Post purchase and product registration follow ups. In a three-part post-product registration email stream, one Ascent360 bike client increased engagement and reduced unsubscribes by tailoring each email to the product category purchased. People who registered a mountain bike received a thank you email featuring happy people mountain biking, while those who bought a road bike saw road biking images. Follow up emails tailored discussion of bike care and riding tips to each audience.
2. Your nearest store. For one retail client Ascent360 tags subscribers as belonging to one of five different store areas based on store most frequently shopped for customers, or nearest store for prospects. The footer of each email sent dynamically adjusts to show each subscriber info on their nearest store.
3. Invites to review purchases or store visits. Several Ascent360 clients trigger post-purchase invites to review a store visit or products purchased that roll in images, store location/product names and text based on the customers last transaction.
At Ascent360 we help clients identify the best dynamic content elements to move the needle with their customers. We then set up the right data markers to make utilizing these elements streamlined and painless.
Interested in learning more? Contact us!