7 Ways To Create Dynamic Email Content
Email marketing still maintains its position as a top performer with 64% of companies rating email marketing as their most effective channel.
Making the most of email, like any marketing activity is about reaching the right person at the right time with the right message.
That is where dynamic email tagging can help.
What Is Dynamic Email Tagging
Dynamic tags in emails are a way of tailoring the email's content to suit the recipient. It is done by segmenting an email campaigns recipients based on information you have collected about them.
The most commonly used personalisation tag would be "Hi [first name]" to add a person's first name to an email.
In order to deliver effective dynamic emails, you need to ensure that your email database contains complete information for what you are segmenting. Missing information will mean recipients will receive broken tags which can look un-professional.
7 Ways To Deliver Personalised Email Content
Here are 7 ways dynamic tagging can create personalised emails for your customers.
1. From Name
Inserting an account manager's name into the From field can help to maintain an existing relationship a customer has with a person from previous interactions.
If you are a company that reaches people in multiple locations, tailoring a campaign based on a recipient's location will deliver content relevant to where they are. This could be a localised sale or offer.
Air BnB does this well by delivering enticing destinations based on the latest trending destinations from Auckland.
3. Sales Stage
If your business sells high value items like furniture, cars or houses it is likely that your email campaigns are going to require a nurturing structure to them that supports the customer through the sales process.
By collecting information about the customer's purchase stage you can segment your database to deliver relevant content to the customers at the most appropriate time.
This could mean delivering content like '3 Features Of A Modern Car' to customers in the searching stage while delivering '3 Ways To Look After Your Car' would be better served later in the sales stage.
Using data collected about the types of products or services a customer has purchased or shown interest in, segments can be created to deliver updates of new products they might like.
Netflix does this using your past viewing habits to decide what other shows you may be interested in.
5. Activity On Your Website
If you have a CRM system aligned with your website you may be able to gather information like what pages they have visited on your blog. Using this you could create personalised campaigns that provide similar content that they may be interested in.
Using buyer personas you can use your demographic data to deliver email campaigns that are tailored to appeal to your distinct customer types. This could be a combination of age, gender, interests and locations. Be careful not not overdo this type of personalisation as it can end in micro segments for companies with smaller databases.
7. Subject Line
Several studies have concluded that using dynamic tags that include the recipient's name in your subject line have a positive effect on your email open rates.
Going further with this you can segment your email list to deliver subject lines that suit different age groups, gender or the email's content.
Image Credit: Email | Dennis Skley