Five Things Every Email Marketer Needs to Know About Dynamic Content

emailmarketingWhat if I told you that you could significantly increase email click-through rates and conversions – all largely by using information you already have on hand?  If that sounds like a dream come true, then you may want to take a look at what a dynamic email content strategy can do for you.

Simply stated, dynamic email content is content that adapts based on real-time data. Personalization of email content has been around for a while, of course, but implementing dynamic email content is a way to ensure that your marketing messages are highly relevant and tied to compelling offers that are more likely to convert.

For instance, where a personalized email might include the subscriber’s name in the subject line or content based on the subscriber’s broad preferences (such as when women receive emails about women’s clothing, and men receive information about men’s clothing), an email with dynamic content provides up-to-the-minute information to the recipient – information that’s drawn from multiple data sources to provide maximum value.

Here are five things every marketer needs to know about this adaptive, data-driven digital marketing strategy – and the best ways to put it to work:

  1. A dynamic content strategy will work best if you build your database of content preferences up front.From the very first time your subscribers sign-up, give them the opportunity to tell you what they’re interested in and what they want to know more about. This guarantees a better relationship with your brand right off the bat and eliminates guesswork when it comes time to develop targeted content.

To stay current with wants and needs of your individual recipients, always offer the opportunity to update preferences in every email sent. Your customers’ interests and needs are constantly evolving, and you don’t want to miss an opportunity… or send a message that’s completely immaterial.

Just how clean is your data? Identify where your data requires attention, allowing you to choose which areas to improve.

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  1. Dynamic content has a place in every part of your email message.From your top-level headline, to your imagery, to the offers you present… multiple aspects of your email can (and should) adapt based on your subscriber’s most recent interactions with you. Data will tell you their online behaviors. What information did your customer view last? How long has it been since he made a purchase? Where was she posting your products? What did he buy, and what got returned? Are there items she usually stocks up on this time of year? The possibilities are endless!
  2. Consistency + thoughtful content = trust.The more targeted and tailored your email messages are, the more likely your subscribers are to open them and then click through on your information and offers. Just remember, once you start with a dynamic email content strategy, keep it up so your readers stay engaged. That doesn’t mean you can’t send more general, broad offers to your whole list on occasion – for a big sale, a major announcement, etc. – but closely manage a balance to ensure you maintain their interest and loyalty
  3. Consider the bigger “real-time” picture. Dynamic email content can draw on much more than your customer attributes and buying data. Consider targeting for local weather (“It looks like a gorgeous weekend, are you ready to enjoy the sun?”), the time of day the message is opened (“Ready for some night-owl deals?”), a limited time deal (“Only one hour left!”), the latest posts from social feeds… even the last things customers viewed or the most popular items trending (what others chose to view or purchase) that day.
  4. Keep track of what’s working. Various types of dynamic customizations will drive response from different segments. So analyze your email marketing campaigns carefully. Always be testing and optimizing. Look for what works and turn to your consistent winners to keep subscribers happy – but don’t be afraid to test something new in the mix to see if you can drive an even higher level of engagement.

Teradata’s digital messaging solutions give a digital marketer the ability to adapt email content in real time, so you can make the most out of the information you glean from shoppers and subscribers. With dynamic email marketing you can provide value with each message and keep your readers coming back for more.

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