How to create a dynamic content email?

Do you want to take your email marketing to the next level? Of course you do – who wouldn’t? Today’s topic can help you do just that, and it’s an interesting one. We’ll be discussing dynamic content in emails and explaining how to create some for your target audience. The end result will mean better emails and more effective campaigns. 

What is dynamic content email marketing?

There are many types of email content and dynamic content email marketing refers to emails that constantly change. The purpose is for the content to alter depending on who opens the email. 

You send emails out to a list of subscribers, but some of the content is dynamic. Each subscriber sees something that’s tailored more towards their individual needs. It’s a way of personalising email content. 

What personalised email content can I create?

Dynamic content is a form of personalised email content. But, what exactly can you create? Typically, there are two main types of dynamic content email types.  

Different types of personalised email content

  • Content blocks – here, the idea is to alter blocks of content based on who the email is sent to. You take their preferences into account to ensure that each person gets valuable content they’re interested in.
  • Personalised fields – this involves personalising certain fields in the content to match the user. For instance, you change the person’s name in the opening line so it feels like you’ve taken the time to actually write a personal email. In reality, this can all be automated

Steps for dynamic email marketing

Okay, you know what dynamic email content is, but how do you set everything up? This section will quickly run through all the necessary steps to follow. 

5 steps to set up dynamic email marketing

  1. Define your target audience/goals – Ensure you know your target audience and set clear goals for your campaigns. Do you want to increase sales, generate leads, gain web traffic for your site, etc? 
  2. Choose an email marketing platform – Use an email marketing platform that lets you create dynamic content. Instiller is a fantastic example of this, and you can learn more here
  3. Create content – naturally, the next step is to make your personalised dynamic content. We’ll provide examples of this in the next section. 
  4. Test your emails – Run MVT and A/B testing to see if your dynamic content is working. Tweak things and run more tests while tracking metrics that align with your goals. 
  5. Monitor the results – Finally, you need to monitor your campaign to see if your dynamic content email strategy is working. Keep analysing to further optimise your campaign to reach your desired targets

Dynamic content email examples

There are lots of examples of dynamic content emails out there, so we’ve decided to pull a few together to show you the type of content you can create. 

3 common dynamic content email examples

  • Product recommendations – Pull customer data to see what people are buying or what they’re interested in. You can then send out emails with the same structure, but there’s a block of dynamic content that displays product recommendations for each individual. 
  • Personalised discounts – Again, look at customers’ previous purchasing history and tailor discounts around their purchases. It encourages repeat purchases because you give them valuable discounts they’re likely to use.
  • Location-based content – Take a subscriber/customer’s location information and provide content based on it. For instance, if you run a retail store with multiple locations, you can send offers to subscribers for stores closest to them.

Benefits of dynamic content in emails

Dynamic content in emails is hugely beneficial – particularly when it comes to optimising email marketing campaigns. Let’s look at what you gain from adopting this approach. 

3 main benefits of dynamic content in emails

  • Improve your open rate – Research shows that personalised emails with the recipient’s actual name in the subject line will have an increased open rate of 26%. People are more likely to open emails when they’re addressed by name. 
  • Provide a better customer experience – Customers don’t want to be bombarded with generic emails that mean nothing to them. Dynamic content email marketing ensures everyone gets valuable email content at all times. This improves the customer experience and is likely to lead to more conversions and a higher CTR. 
  • Generate a better ROI – The true power of personalisation and dynamic content is how it improves your ROI. You spend less money because you aren’t sending out loads of emails that aren’t targeted and don’t convert. At the same time, it’s shown that companies using personalised emails see a 20% increase in sales

Overall, dynamic content is essential if you want to personalise emails and improve the customer experience. With Instiller, you can do exactly that – and it’s all automated. If you’d like to learn more or schedule a consultation, contact us here.

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