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Have you recently received a promotional email that was clearly one-size-fits-all? You (and everyone else in the list) probably got the same offer and the same copy.
Dynamic content is the alternative for more advanced email marketing campaigns. The term refers to using email content, e.g., offers, copy and creative, hand picked for relevance to the individual recipient. One-size-fits-one, as it were. And those relevant emails really work: studies have repeatedly shown that people responded much more frequently to relevant vs. one-size-fits-all emails.
Dynamic content services make content mailings practical for virtually anyone. The process is simple:
- You first develop the email template and the dynamic content areas in it.
- You then work on the content placement rules (who-gets-what-when) and put them into a dynamic content solution system.
- Then you add your content into a “content library”.
- Finally, everything is tested thoroughly and you are then ready to run a dynamic content campaign.
When your ‘push’ begins, the dynamic content system takes over, using the rules to add the right content to each and every email. So everyone on your list gets a highly relevant email automatically.
How much content do you need to run a dynamic content campaign? Not as much as you might suppose. Our vendors have a set of design techniques that let you get maximum relevancy from the content you have available.
If you are not already doing so, consider using dynamic content in your campaigns. You will see a significant lift in response rates.
