In today’s email marketing climate, it should go without saying how important personalization is when advertising to your customers. Dynamic content is the content that changes within an email, allowing you to display personalized messages. This can be done with simple techniques like showing a subscriber’s name in an email or advanced techniques such as displaying completely different sections of an email, all based on subscriber data.
Here are 4 ideas to consider when building email campaigns with dynamic content:
1. Utilize Your Preference Center
This is something all businesses have within their account with their ESP but often goes underutilized and sadly left to the standard defaults. The brands that are doing it right allow their subscribers to choose the types of content they are interested in. This can be done on the initial sign up form or even through a customer nurturing campaign asking customers to update their preferences. Take a health and wellness business as an example. They’ll likely have several different types of customers: fitness coaches, doctors, yoga instructors, health-focused people, chiropractors, etc. Use this information to swap out entire sections in an email that focus on what the subscriber signed up for.
2. Display Behavior-Driven Content
A couple of ideas to achieve this are creating email campaigns like abandoned cart emails, which serve customers an email based on the items they’ve left in their cart. Another option would be to send an email campaign based on pages visited on your site or products viewed but not purchased or placed in their cart. Keep in mind, with a service like Mailchimp, these emails will only trigger for subscribers already on your list who have previously viewed an email campaign and have cookies enabled in their browser.
3. Show Demographics-Based Information
These messages can be tailored to customers based on a variety of options—age, gender, name, and location to name a few. If you’re a clothing retailer you may want to send different content depending on where the customer lives. An example might be sending email content in January with shorts and t-shirts to someone in Florida, but jackets to someone in Colorado. Or maybe swap it around if you’re motivating them to take a trip somewhere warm/cold.
4. Subject Line Customization
The subject line can be dynamically populated with simple information such as the customer’s name, or you could go a bit deeper and utilize the preference center, as mentioned above. The subject line could include the subscriber’s profession, location, or any information you’ve collected from them through a previous campaign.
At Hall, we’ve partnered up with Mailchimp to provide our clients with the necessary tools, like dynamic marketing, to engage with customers. As the only recognized Mailchimp Partner in New England, we’re confident in what we do and would love to help anyone looking to improve their current email marketing program. Send us a message and let’s get the conversation started.
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