The Power of Dynamic Content

Dynamic content can be extremely powerful if it is executed well.

The key benefit of dynamic content for marketers is the ability to talk to customers and prospects intelligently. Based on the rules you create, the data you gather and the subsequent message you send, you're speaking directly to a person's preferences and generating content that's relevant to them.

Put simply, dynamic content is about personalising your emails with blocks of text and images that alter according to the recipient’s profile. This goes beyond simple merging of fields such as 'Dear First Name' and is also different to setting up multiple campaigns to different parts of your database.

Instead of the traditional one-to-many ‘blasted’ campaigns, dynamic content allows you to communicate with your recipients on a one-to-one basis. The marketer can setup one email message, however the content of each email will be unique to each recipient. You will almost certainly see click-thru rates increase dramatically because of the content in the email being relevant to each contact. There are many scenarios in which dynamic content can be used to generate a higher click through and conversion rate.

For example, when attempting to cross sell to existing customers your first source of data will probably be your ecommerce site, which will tell you the products your customers have purchased in the past. Dynamic content can then be used to promote complimentary products or other similar products they are likely to have an interest in. If you have ever bought anything online from Amazon it is likely that you have firsthand experience of this type of marketing.

Conversely, if your subscribers only have an interest in certain topics, why not exclude articles that will be of no interest to them? With the use of a preference engine they can choose what areas they are interested in. Dynamic content can then be used to deliver the right article without having to create expensive, lengthy or, even worse, multiple creative’s.

Dynamic content.........it’s a winner!