Don’t be shy of Dynamic Content

The world of marketing is constantly changing, and it’s usually for the better. Consumers are smarter, so the marketers must evolve and become smarter as well.

One area that has seen a dramatic change over the last few years, is the use of dynamic content in email marketing. Gone are the days of sending ‘batch and blast’ emails. Now your consumer wants personalised emails, with as much relevant content as possible.

Personalisation make us feel special, it shows that the company ‘gets’ who we are, as has reacted accordingly. But how is personalisation defined? Is it something as simple as calling someone by their first name? Is it speaking to individuals with words like ‘you’ instead of ‘customer’? Or is it tailoring the content to the individual?

Dynamic content is all of these things. Here are 4 ways you can improve your email marketing campaign by using personalisation:

1. Greet readers by using their first name.

This is one of the easiest ways you can personalise your content. Some email marketers have stopped using this tactic as they want to separate themselves from spammers who have started using first name in emails to make themselves look more credible.

However, it’s still a great way to catch your subscriber’s eye. Differentiate yourself from spammers, by sending relevant content.

2. Make your reader feel special.

The aim is to make each individual feel as though they are the only one who is being spoken to – instead of one of hundreds. This enables you to engage these individuals with something powerful.

Try using the word ‘you’ instead of ‘customer’, for example say ‘By wearing these amazing shoes, you can walk further’, instead of ‘By wearing these amazing shoes, customers can walk further’.

Because the sentence is directed at you, you’re able to see how this statement will apply to you.

3. Think of your communication as a conversation.

It’s easy to send emails that say ‘Buy me! Buy me! Buy me!’, but subscribers will soon get bored of yourself promotion. Of course, it’d fine to promote your business, but you’ll need to do it in a way that shows you can offer valuable content.

Send surveys, and ask subscribers for their input. Show to them that you’re listening and that you care.

4. Tailor your emails

Use the information that you already have. You have their name; do you know which product they recently bought? Do you know when their birthday is? Use this collateral within your email campaigns. It may sound like a pain to send thousands of personalised emails, but with a good email service provider, it will be easy to add and edit dynamic content.

Before you send your emails, follow this checklist to ensure you’ve covered all bases:

-  Check your data. Are all the fields complete and accurate? Consider cleaning your data once per month.

-  Think through your campaign. Have you logically planned your campaign?

-  Test your campaign. Send test emails to yourself or colleagues. Make sure all dynamic content fields are full.

-  Find out which reports are available. Check if your platform offers reporting on dynamic content; you will then learn which areas are the most popular.

-  Don’t go overboard. Don’t personalise for the sake of it, ensure it will add value.

-  Test against plain campaigns. Consider sending personalised emails, as well as normal emails. This way you will see which email is more productive.

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