Looking for a way to increase your open rate with dynamic email content? Who isn’t?
In addition to applying true strategy when selecting a subject line(think A/B split testing and Google’s Wonder Wheel), you can easily increase your open rate by guaranteeing recipients that, should they open your email, they will actually get something out of it.
Too often email marketers make the mistake of sending out untargeted content simply to stay top of mind or, sadder yet, to stay on track with the communication schedule they established at the start of the year. Unfortunately, when you email an untailored distribution that is lacking any upkeep or even an ounce of personalization, you are staying top of mind in a negative way.
For example, I live in Maryland. Why would I want to know about a product that can only be shipped to the West Coast? Ahem, you know who you are, email trickster! (See, subscribers remember these things and it can leave a negative impression on them!)
It is time to make your content applicable to each and every recipient.
Take quickemaihosting.com Client A, for example. This marketing organization (that asked for their name not to be used) sends out a newsletter with tools, tips, and educational resources to sales representatives. These reps happen to be divided into 7 different regions, and, like many businesses, these 7 regions have different goals and slightly different products to sell. Until recently, this presented quite a challenge as Client A put content for all 7 regions into one lengthy newsletter. The only hint of customized content lay in the links, which read “Region 1 Click Here for More Info”, “Region 2 Click here for More Info”, etc. But this is the past, and I hear it’s bad to dwell on the past.
As a result, I invite you to jump in this time machine with me (the DeLorean DMC-12 from Back to the Future to be exact) to take a ride to present-day where Client A has begun using dynamic content. Now, unlike prior distributions, they are able to load tailored articles into their newsletter template and add dynamic coding, which specifies the content that each region should receive. If my email address and name are designated as “Region 1”, I will see only articles that are coded for Region 1. If your email address and name are designated as “Region 3”, you will see only Region 3 articles. If Marty McFly is a sales rep in Region 4, he will only see Region 4 articles and links.
For more information and examples of dynamic content, read “Customizing Content for Every Subscriber”.
So…Does it Work?
You do the math.
I’m In! Now What?
Dynamic content is any content that can be inserted in an email that is based on static account information or individual subscriber information. For example, personalized emails with a subscriber’s email address or using If statements to dynamically insert whole blocks of content based on a subscriber attribute that is denoted in your list (i.e. his or her region).
Dynamic content makes it very easy to merge static or list-based data into an email, as well as to customize emails with personalized content for each subscriber.
There are 4 types of dynamic content:
- Static Personalization. A way to insert information into an email that is always available in Blue Sky Factory’s email application Publicaster, including the account name, the subscriber’s email address, or the current date
- Personalization from List Data. Adds personalized content from data in the mailing list to the text of the email
- Personalization with Computed Fields. Allows for manipulation of the field data for subscribers, including changing the case of the letters in a subscriber’s name
- Dynamic Statements. Allow for extensive customization of the email, including using If-ElseIf statements to insert content dynamically based on the field data for subscribers
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