Sometimes email still ping into our inboxes addressed as ‘dear sir’ or without any relevance to us whatsoever. Besides from being horribly annoying, it can damage your brand. Here, Simon O’Day, vice president of global for email marketing company Emma, has some tips brands need to use to not become the email customers delete.
Getting your audience’s attention through email is more challenging than ever. Inboxes are full, and you’re not only competing with other marketers, but also with emails from co-workers, family, friends and others who grab people’s attention immediately. Finding new ways to cut through the noise is therefore critical as you evolve your email marketing strategy.
Dynamic content is a feature that enables you to display different content to different recipients, based on what you know about them. You have probably experienced the way Google ads serve up material related to searches you have made recently – that is an example of dynamic content, and it has made Google millions of dollars. It is useful for Google ads, for web pages – and for email.
Dynamic content in email marketing is a winner. It increases email click-through, by as much as 73 percent and response rates because it provides relevance.
It is one of the tenets of direct email marketing that you should personalise your content. Email merges are now widely used in direct email marketing, so that you can address your message to ‘Dear Mary’ rather than ‘Dear Customer’ or incorporate a range of personalised words or phrases. Email merges are a form of personalisation that allows you to dynamically insert text values into your emails while dynamic content allows you to change entire sections of content based on the details of individual recipients.
Dynamic content ensures your email campaign is specifically targeted and relevant to every recipient, leading to higher click-throughs. When people take the time to open an email, they expect a personalised experience. If they don’t get it, they’re gone – 56 percent of people unsubscribe from emails due to content that’s no longer relevant.
The good news is that when you get that subscriber experience right, it leads to significant results. Relevant emails drive 18 times more revenue than broadcast emails, and Dynamic Content makes it easy to deliver relevant and targeted emails at scale.
For example, if you own a clothing franchise, you could send a summer fashion email promoting a different clothing item to each subscriber based on their past purchasing habits. Or if you are a music store you can dynamically change the image, headline colour and call-to-action button show up, based on the instrument each subscriber plays.
If you’re capturing data about your audience, which most companies do, then dynamic content can help you craft personalised emails that engage your customers in a meaningful way and help your brand cut through the email overload everyone faces nowadays – and save you an enormous amount of time while you’re at it. By implementing dynamic content into your direct email marketing strategy, you are on the right path to boosting customer loyalty as well as creating a healthier bottom line for your company.
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