Brenda Berg, Negosentro | Writing emails for your customers and mailing list is hard work. It’s easy to get drawn into the trap of using the same old templates with a tried and tested content format that keeps things ticking over nicely.
However, this is only going to push customers and subscribers away because they’re only going to want new, refreshing and exciting content with every single email they receive. According to email statistic report conducted by The Radicati Group, Inc, 225.3 billion emails were sent in 2017. This means that your emails have to be the most dynamic and valuable. But this is time-consuming, and many businesses and organisations won’t have the time, budget or resources to make this happen…
…Or do they?
If you’ve never heard of dynamic content before, you’re in for a real treat. To keep your customers enticed in your business, your subscribers hooked on every word you say and those click-through rates booming through the roof, here’s everything you need to know about implementing dynamic content in your emails.
What is Dynamic Content?
In short, this is the term given to digital content that has multiple versions by taking in a user’s preferences and giving them a custom selection of content that suits them.
For example, you may have mailing list information on the location of your users, some of their interests they have in your business, their age and things like that. For now, let’s just imagine you’ve got their physical location.
Using dynamic content, every time they open an email, the content they see will be customised to their location. So, you may have customers and subscribers from North America, South America, Europe and Australia, and now you can create a full range of content in which your dynamic emails will be created based on where they live.
This ensures your customers and reader case are able to read content that is always relevant to them, keeping them engaged and interacting with your business. According to statistics, dynamic content can increase email engagement up to 73%. But now the question remains, with so many possibilities now at your fingertips, how are you going to use dynamic content in your emails?
Let’s find out what’s available.
#1 Dynamic Surveys
Surveys have always been a great addition to the business content family. Not only can they be made to be highly interactive, so customers love engaging with them, but they can also be made fun and entertainment purposes, or for providing you with information that’s vital to your businesses success, or both.
So, instead of including outbound links in your emails that takes the recipient to a survey webpage, instead, have the survey right inside your email. The easiest way to do this is using simple questions with radio buttons so they can respond instantly from the device they’re using.
When writing your surveys, make sure you edit and proofread your content to make sure it’s perfect and free from errors. According to study, a 59% of users were put off using a website or business when they found obvious spelling mistakes and typos in what they read.
When creating these emails, be sure, like with all your emails, that they’re free from mistakes and errors that could damage your reputation as a professional business. There are lots of tools such as Grammarix and grammar writing guides like State of Writing and Uktopwriters to help you with this process.
#2 Making Things Convenient
Another sure-fire way to use dynamic content in your emails is simply to let your users have a better, more enhanced experience when reading your emails. When it comes to ‘convenience features’, it’s genuinely up to you what you choose to include.
For example, if you’re talking about an event, such as a webinar or an upcoming sale, you can add dynamic features that let your readers add this date and time to the calendar on their devices directly.
Catherine Stanton, an email expert at Resumention shares, “If you’re talking about customer service, you can add a section that allows your customers to directly contact your customer service teams, rather than them having to navigate to your website and find the contact page”.
#3 – Embed Video Content
This is another guaranteed way to spice up your emails and get users excited about opening your emails. As a business, the chances are that you’ve already invested a tonne of time in creating captivating video content for your users, especially when it comes to your social media channels.
In short, what’s stopping you from using this kind of content in your emails? With dynamic content in your emails, you can customise the settings how you please; whether you want to start the videos muted or auto-play as soon as the email is open, it’s completely up to you.
One study from Insivia found that viewers were able to recall as much as 95% more content that they saw in a video than they read from text, so it’s safe to say this is definitely worth looking at.
There is a tonne of online tools and resources out there that can help you make quick, high-quality and professional videos for your dynamic emails. For example, Ox Essays is a professional writing service that can help you plan and write scripts for your pending videos. Other services, like CoVideo, can help you with such processes as video transcription.
#4 – Custom Content Based on Device & Location
In this modern-day and age, many customers automatically assume that you have a tonne of information on them, so you can provide them with the perfect service. For example, recommendation sites like Amazon and Netflix do this perfectly, and most of their business comes from this recommendation system.
So how is this useful for you? As an example, let’s say that your company is about to release a new app for your company, such as a new mobile store. Using dynamic emails, you can receive information on the device that the recipient is using which can then provide custom content based on that device, such as a download link to the app, whether it’s an Android or iOS device.
#5 – Monitoring Pre-Purchase Activity
In addition to using the recommendation system we’ve mentioned above, many of which are based on past purchases that the customer has made, instead you can focus on the pre-purchase activity that a customer has had with your website and provide them with email content that they may be interested in.
For example, if Customer A has gone through your clothing store website and has been looking at male winter jackets, you can now create a simple dynamic email that shares a collection of male winter jackets that they may be interested in purchasing. This allows you to create a custom and personalised shopping experience that’s far more likely to boost your click-through rates and revenue.
When adding this content to your emails, ensure that you’ve adding the content in that’s short, sweet and easy to read as well as making sure that it’s inserted in a professional format. For this, you can use tools like Cite It In and Revieweal for quotes and proofread respectively.
#6 – Breaking Down into Demographics
Using your marketing software or the analytics from your emails and your website, you can collect large volumes of information from your customer which can be used to give your emails a really personalised feeling to them.
This allows you to create a more direct journey for your customers which makes them far more likely to convert and make a purchase. For example, some of the demographics you could be using include;
- Date of Birth
- Weather of their local area
- Pre and Post shopping interactions
And this is just naming a few. If you’re able to segment your mailing lists in any way, decide how you can use this information to create custom dynamic emails to match and convert. For example, HuffPost has different mailing lists and send posts to each of their target audiences. Posts about the new business model, tips, advice for entrepreneur, and opinions on essay writing for educators and students, for example. You can include an option for your visitors to choose the category they may be interested to subscribe.
#7 – Social Media Feeds
Finally, to conclude our list of some of the ways you can use dynamic emails in your marketing campaign, we come to social media. It’s estimated that around 72% of all internet users will have a social media account and it’s one of the driving marketing forces in the world.
As a business, it’s safe to say that you’re working hard to build up your follower base, boost those engagement rates and all while trying to create content that captures their attention. However, why should people be missing out on all this hard work that you’re putting in?
With dynamic emails, you can set them up so when a user clicks to open your emails; they are presented with a live update of your social media feeds and the content on them, giving them a large selection of posts and updates to explore. Likewise, you could create a nice roundup every week or month or your highest performing posts, so none of your users ever miss out!
As you can see, using dynamic emails in your marketing campaign doesn’t have to feel like a foreign concept. Instead, it solely depends on the level of creativity you have and what goals you want to achieve with your customers and subscribers. Think outside the box and experiment, and you’re sure to find what works for you.
Brenda Berg is a professional with over 15 years of experience in business management, marketing and entrepreneurship. Consultant and tutor for college students and entrepreneurs at Australianreviewer. Also, Brenda is an Editor in Chief at Studentwritingservices.She believes that constant learning is the only way to success. You can visit her personal blog at Letsgoandlearn.com