Six Ways To Boost Your Bottom Line With Dynamic Content
In this guest post, Marketo’s ANZ managing director, Bill Binch (pictured below), offers six top tips to get your content heard over the incessant noise of your competitors…
In a busy, bustling online world full of texts, snaps, pings and chats, marketers need to be strategic when developing email content that will break through the noise and resonate with their target audiences. To stand out from the 215.3 billion emails sent in 2016 alone, content needs to be engaging and dynamic.
Dynamic emails are an effective way of connecting on a personal level to thousands of subscribers. While these emails offer a personalised experience for each subscriber, they also allow marketers to interact with them on a one-to-one messaging basis through an automated marketing platform. Most importantly, people who buy products marketed through email spend 138 per cent more than people who do not receive email offers, highlighting how effectively personalising subscribers’ email experiences can significantly impact a business’ bottom line.
To revive your marketing campaign, follow these six steps to send out creative, engaging and personalised dynamic emails:
- Gather important data through dynamic surveys
Conducting a survey is a highly effective way of gathering customer information. This can be information regarding their expectations, challenges, or needs. With instant feedback from customers, products and campaigns can be optimised on the fly. This ensures every resource, message, and investment is implemented in ways that create the most meaningful and valuable impact as customers’ preferences and demands evolve.
- Increase urgency with deadline countdowns
Including a countdown clock in a live email can create a sense of urgency, and ensure that email stands out from the crowd while instantly capturing subscribers’ attention. Timely events, such as Christmas or half-year sales, are easy trends to leverage. However, creating a timeframe specifically for a campaign, discount, or bonus offer (e.g. available for the first 500 subscribers, or free for only 24 hours) can provide the freedom to adjust sales and marketing campaigns to marketers’ preferred schedules.
- Incorporate convenience features and special effects
Convenience is vital for customer satisfaction. Features that allow customers to send a direct message to customer service, or buttons that enable simple actions such as adding events to a calendar can improve satisfaction and engagement levels.
Similarly, adding special features can further engage readers’ attention. Simple actions that are not usually present in stale and regular emails such as scrolling, zooming, fading, and image animations can help differentiate your email from the competition.
- Use videos
Watching short videos on smartphones is one of the main entertainment sources for Australian consumers. As one of the more captivating and memorable communications channels available today, video is now also consumable at every stage of consumers’ daily routines – at breakfast, on the train, at work, and even in the bathroom. Take advantage of the potential timeliness that videos can introduce by reaching target audiences at the most appropriate time in their day and decision-making cycle.
- Device and Geo-Targeting
Identifying subscribers’ geo-locations, which can be as easy as asking for their post codes when they sign up, can enable marketers to reach a new level of personalisation. They can localise subject lines, deploy emails based on time zones and send location-specific emails to specific readers. Localisation can increase open rates by up to 25 per cent, meaning heightened interest and engagement.
3. Social Feeds
With more than 15 million social media users in Australia, there is a clear opportunity to use emails to drive social media engagement. To stay ahead of competitors, embed real-time feeds to Twitter, Facebook, Instagram and other social media channels to provide avenues for multi-channel engagement.
As the way businesses and consumers continue to evolve the way they use, create, and send emails, it is critical for marketers to stay ahead of the latest trends and technologies that will enable them to deliver the strongest impact and ROI. Today, these kinds of simple edits to create dynamic emails should be the first steps marketers take to creating hyper-personalised email strategies that drive measurable improvements to a business’ bottom line.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.