Customizing Content for Every Subscriber – 2018

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Customizing Content for Every Subscriber

Do you know how to Customizing Content for Every Subscriber?

One of the things that scream “SPAM” the loudest is reading an email in your inbox that was obviously written for a large, generic group of people. As a matter of fact, many spam filters check for common phrases such as “Dear Friends”.

A great way to avoid coming across as generic in your emails is to incorporate information specific to each subscriber. Basically, this means that the content is automatically rewritten for each recipient, even though everyone is sent the same creative.

Here are a few email marketing tools that will help you take customization to the next level:

Personalization Snippets. This tool allows you to insert any field from your mailing list into an email creative. Then, during the email delivery, the values in your mailing list are substituted for each subscriber.

For example, if you send your email to a mailing list that contains the field “firstname”, the editor will let you drop a personalization snippet into the email. This might look like “Dear [~firstname~]” when creating your email, but when the email is actually delivered, it would say “Dear Jeff”.

Computed Fields. While personalization snippets limit you to displaying values from the mailing list as-is, computed fields let you modify these values before they are substituted into the creative. email marketing application, Publicaster, includes a basic set of functions and operators that can be used for the field values.

For example, many mailing lists have a mismatch of the types of first names that are stored for each subscriber. Some lists may have every name stored all in UPPERCASE, others may have every name in all lowercase, and some just store the names the way that the subscribers enter them when filling out the opt-in form. This can be very non-display friendly. One popular computed field function, “Title Case”, will address this very problem. No matter how the first name is stored in the mailing list, if you pass it through this function, every word will begin with an uppercase letter and the rest of the word will be lowercase. So here, if we include “Dear [~=TCase([firstname])~]” in your creative (even if I have the name “JEFF” saved in my subscription record), it will display in my inbox as “Jeff”.

Dynamic Content. 
Here we let you include and exclude whole blocks of content based on conditions in a subscriber’s fields. This is done by specifying an “If” statement, or a series of “If-Else-If” statements, with an optional default body contained in a final “Else”.

For example, we recently had a nationwide university send out a distribution asking subscribers to contact their local campus for more information. There was a list of over 60 phone numbers and email addresses, so it would have been a lot of work to create separate segmentations and creatives for each campus. With dynamic content, however, the creative was built once and sent to the entire list, with only the appropriate contact information appearing for each subscriber. Let me know if you’re interested in seeing an example of how dynamic content is set up. It can seem pretty complicated, so we’d be happy to go through it with you.

If you have any questions about customization, please contact us. Publicaster includes these features and makes it easy for email marketers to customize messages for each subscriber. If you’re a client and are not already using these features, please contact your account manager for assistance with including these snippets into your current creatives.

If you are interested in Sending out emails to the right audience then don’t forget to check out our consumer email database

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